Entertainment
How Nigeria’s Hospitality Industry can Leverage the Entertainment Sector


Hospitality has so many branches which include but not limited to music and film. To present a total hospitality package to tourists and visitors, these two must be aligned.
In Nigeria, you can arguably posit that there is yet to be a synergy between the hospitality and entertainment industry. This is a minus for both industries because the country is losing out from a major revenue loop. Although both sectors can exist independently, it will do the economy a whole lot of good if they synergise.
Let’s give more credence to this. According to Nigeria’s Hospitality Report, Travel and Tourism was directly responsible for 1.9% (N2.3 billion in actual numbers) of the country’s total GDP in 2017.
Meanwhile, a report in the Vanguard Newspaper reveals that the entertainment and creative sector contributed 2.3 per cent which was approximately N239 billion to the nation’s Gross Domestic Product, GDP in 2016. Definitely, the numbers would have increased in 2017.
You can only imagine how much the Nigerian government will earn if both industries are synergised. In fact, more than the above-referenced figures can be earned if the government and stakeholders explore the endless gains of the hospitality and entertainment industry.
Nigeria’s Entertainment Industry
The entertainment industry has grown by leaps and bounds. Unlike in the past when Nigerians have the knack for foreign films and music, the opposite is the case now. They have embraced Nigerian films and music. The likes of Rita Dominic, Genevieve Nnaji, Pete Edochie, Funke Akindele, Wizkid, Olamide, and Davido et al are known all over the world including African countries. They are also celebrated in the country. Hence, they are ‘tools’ that can be used to push the Nigerian hospitality industry.
Interestingly, the government has recognised that the creative industry has a huge goldmine and has supported the industry with several grants.
In 2013, the government then established N200 billion (or about $1.2 billion) intervention fund for the entertainment industry. Last year, the federal government again supported the Nigerian film industry with N420m grant.
The government support has largely boosted the entertainment industry. You can observe this in the quality of videos and songs emerging from the country.
The Hospitality industry
There has really been no reported grant or fund for the hospitality industry unlike what is happening in entertainment. This is probably why the industry is laid back.
When you talk about hospitality in Nigeria, we mostly look at it from the perspective of hotels and tourist attractions-which need government attention. It is beyond this. There is food, flight, festivals, culture, film, music and much more.
The industry has infinite opportunities that only being explored by a few stakeholders and government interest is limited.
Again, quoting the Nigeria Hospitality report, the number of direct jobs created by the sector peaked at 1.2 million compared to 651,000 in 2016 (1.6%), that’s 1.8% of total employment in the country. This is estimated to rise by 4.7% by end of 2018 to approximately 1.3 million jobs (1.8% of total employment). If the government could invest in the hospitality industry, these figures will definitely increase.
How the hospitality industry can leverage the entertainment sector
Since entertainment is getting more attention from the government, it can be said that the hospitality industry will have to leverage on entertainment for the purpose of business and earn more revenue.
This said it is not rocket science to synergise both sectors to earn more revenue.
Artists and producers must recognise that there are beautiful, pleasant and awesome Nigerian destinations where they can shoot their videos. For example, we have the Obudu Cattle Ranch, the Kajuru Castle, Olumirin Waterfalls and a host of others.
They do not need to visit South Africa or Dubai to shoot their movies. The more these destinations get celebrity endorsements, the more Nigerians will be interested in checking out these destinations and of course, these destinations can earn more revenue.
Furthermore, hospitality stakeholders should partner with artists so that they can endorse their hospitality spots. They do not need to pay the artists cash but they can compensate them in kind. For example, whenever, they have shows or performances, they can provide a certain number of rooms to the artistes and his backroom staff. This will translate to more bookings for the hotel.
Finally, the Nigerian tourist spots need dire attention. So, these artists can organise shows and performances at these spots. The more performances at these tourists attractions, the more they feature prominently in the media. Since the media sets the agenda, the condition of these destinations will be known to the government. They can now, in turn, develop these destinations.
Conclusion
Entertainment and Hospitality can contribute more than it is currently doing to Nigeria’s Gross Domestic Product. That is if it is synergised. The government have a key role to play. They have to also give the grant to the hospitality sector. However, because hospitality is yet to have the influence or impact that entertainment has, the former can leverage on the later to more revenue.
Submitted by Ogunfowoke, Adeniyi Ayuba
Entertainment
Young Artists Chase Dreams at Next Afrobeats Star Lagos Auditions


“I’ve been looking for the opportunity to go big and showcase my sound to the world, let people hear my experiences and my journey,” Lagos-based singer, Mogueto confessed.
He was born Gbadamosi Ibrahim Gbolahan. Raised in Ibadan, he has been chasing music since secondary school, sneaking headphones into the hostel to practice songs with friends and eventually, moving to Lagos to chase his dreams.
When he stumbled on the Next Afrobeats Star (NAS) auditions while scrolling Instagram, he knew it was the chance he had been waiting for. he said.
The audition process delivered lessons. “I’m going to actually take the fact that I built the courage to come here, and I did something, it shows that okay, there’s more that I can do.” Beyond the stage, he also found connections with other artists whose sounds align. “We shared our social media handles, and we’re hoping to make something out of the connection.”
For Hope Kesemen, better known as Specta, the Lagos auditions were about pushing her creativity. A singer-songwriter who also doubles as a lawyer and business owner, she has always found ways to bring humor into music. “When I was in secondary school, I would always just remix songs, make popular songs funny, songs about garri and stuff like that.”
But her path hasn’t been simple. “I come from a family where my father is a pastor,” she explained. “Breaking out of that to explore my creativity has been a challenge. My mother was never cool with it. But I got a little bit of support from my dad, and that little support helped me a lot.”
Then there was Praise Okafor, AKA Rohila, an 18-year-old model and singer who came looking for more than just the prize. Though not her first audition, she said the NAS platform felt bigger and more validating. “The exposure, the cameras, everything makes me feel like this is where I belong,” she said. “Regardless of what happens, my takeaway is to be myself and do what I love.” For her, music is a family affair. “We all sing, like my mom sings. We are living this for her dream, but also for ourselves.”
The Lagos leg of Next Afrobeats Star (NAS) lit up Ultima Studios from September 5 to 8, pulling in hundreds of young talents eager to prove they belong on the Afrobeats stage. For many, it wasn’t just about chasing a $100,000 music deal with ONErpm, it was about testing themselves and finding their place in Nigeria’s most dynamic music scene.
By the close of auditions, it was clear why NAS matters. The talent is abundant, but platforms like this give young voices the visibility, mentorship, and access they need to break through. Next stop: Abuja on September 13 and 14, then Port Harcourt on September 20 and 21.
Entertainment
Burna Boy and On Announce Multi-Year Partnership Connecting Sport and Culture


Global music sensation Burna Boy has partnered with Swiss sportswear brand On in a multi-year collaboration that merges sport, culture, and creativity.
This partnership aligns with On’s mission to ignite the human spirit through movement, reflecting Burna Boy’s own ethos of connecting music, sport, community, and culture.
As the newly appointed Clubhouse President, Burna Boy will play a symbolic role in On’s growing tennis universe. His involvement will help shape the brand’s creative direction, reflecting his passion for music, sport, and community.
“For me, everything I do comes from the same place; music, sport, community, and culture. It’s all connected,” said Burna Boy. “On gets that. Our partnership is about shaking things up and creating new energy in the world of sports.”
The partnership was announced through a visually striking short film showcasing Burna Boy’s bold aesthetic and On’s Swiss roots. Directed by Rollo Jackson, the film reimagines tennis as a vibrant, culture-forward space. With this collaboration, Burna Boy and On aim to create inspiring and innovative content that pushes boundaries in sports and music.
On is a Swiss sportswear brand founded in 2010 with a mission to ignite the human spirit through movement. Known for industry-disrupting innovations like CloudTec and LightSpray, On delivers high-performance footwear, apparel, and accessories for running, outdoor activities, training, and tennis. Present in over 80 countries, On engages with a digital community on inspiring humans to explore, discover, and Dream On.
Entertainment
Elie Kamano’s Anthem Amplifies Pan-African Reparations Call with Striking New Music Video


Guinean artist and activist Elie Kamano has released a powerful new music video for his single, “Ils veulent l’Afrique sans les Africains” (“They Want Africa Without Africans”), delivering a bold artistic statement that fuses political resistance, cultural memory, and Pan-African solidarity.
Filmed on the sacred grounds of the Thiaroye mass graves in Dakar, the video honors victims of one of colonialism’s most heinous massacres. Kamano’s visual tribute transforms the site into a defiant stage, linking Africa’s historical trauma to the modern reparations movement. With raw lyricism and symbolic imagery, the video makes a clear demand: “Africa will reclaim what Europe stole.”
The release arrives at a pivotal moment. The African Union has declared 2025 as the Year of Reparations, providing institutional momentum to cultural and civic efforts across the continent. In Dakar, a recent high-profile conference reignited demands for justice surrounding the Thiaroye massacre, leading Senegalese authorities to launch archaeological excavations to document the scope of the 1944 French military crime—evidence that may substantiate formal reparations claims to France.
The reparations conversation has visibly moved to the streets. Dakar’s walls now feature bold graffiti murals demanding €50 trillion in reparations from former colonial powers—vivid calls for justice that cannot be ignored. In Bamako, Malian scholars and policymakers echo the urgency, calling for strategic frameworks that link historical redress with sustainable African futures.
Kamano’s work stands at the intersection of music and movement—galvanizing Pan-African youth, scholars, and policymakers alike. His anthem doesn’t just commemorate the past—it ignites the future.
“This is not just a song,” says Kamano. “It’s a voice for the voiceless. A call for dignity. A battle cry for what is rightfully ours.”
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