How to navigate the transformative influence of storytelling in media

Osayuwamen Saleh, the Creative Director of Parallax Consulting Ltd, is not only a Media Tech-Entrepreneur but also a committed Advocate for Transformative Education.

In this interview, Saleh delves into the profound effects of storytelling when combined with technology and emphasises the significance of maintaining a balance between creativity and business acumen.

How did you get into storytelling and what motivated your choice?
The world of media discovered me, and I’ve always been passionate about transformative education. To explain, transformative education means purposefully sharing meaningful content to create positive change. I strongly believe that having information sets apart those who thrive from those who don’t. Knowing something is just the beginning; applying and replicating results takes it to the next level.

In my view, the media is a potent tool for transformation. If used effectively, it can bridge knowledge gaps and contribute to a global shift in mindset, ultimately making the world better. While content is everywhere, my company, Parallax Consulting LTD, is dedicated to crafting conscious content for Africans worldwide. We do this by making our content engaging, entertaining, and packed with valuable information, all with the help of technology.

Can you explain why storytelling is crucial in the media industry and how you use it effectively?
Storytelling is the heart of media—it’s about conveying messages, narratives, and intentional stories. Media remains potent and essential because people crave captivating stories and as a transformative educator, I focus on sharing the right stories to foster change.

Take my show “What Are You Saying” as an example; it’s designed to engage and educate young minds, inspiring them to take positive action which is why I seize opportunities to educate through current events, as they provide valuable lessons for growth and transformation.

How do you balance creativity and business in your media ventures? What’s the key to maintaining this balance?
Admittedly, I tend to prioritise creativity over business. As a creative person, I see potential content everywhere and often focus on that aspect rather than revenue. However, the reality of bills and expenses has a way of refocusing my perspective. I’ve sought guidance from business-minded peers and mentors to effectively manage my company’s profitability while still embracing creativity.

To address your question about the key, I’d emphasise that if you lack business expertise, don’t hesitate to seek assistance from successful individuals or even consider hiring an expert to help boost revenue and ensure lasting profitability.

As a media entrepreneur, how do you stay updated with the latest trends and technologies in the industry to ensure your work remains relevant?
Media is news and constant checks, I had to see my ophthalmologist recently because of a scare I had after a visit to my optician. I am always online, watching all types of screens just to be informed and stay relevant. I also attend global media conferences to keep myself updated.

Can you discuss any collaborations or partnerships that have significantly contributed to the growth of your media ventures?
Collaborations are very powerful and can truly revolutionise the media or business landscape if only we harness its power, putting personal interests aside.

What challenges do you think media entrepreneurs face in today’s competitive landscape, and how do you envision overcoming them?
Traditional media houses often lack technical expertise, and many individuals are hired under the assumption that they will learn on the job due to cost-cutting measures. It’s essential to address these issues and improve the compensation and working conditions for staff in the media industry. Media companies, especially behind-the-scenes personnel, are often underpaid, which can impact morale and overall performance.

One possible solution is to offer staff more flexibility to take on additional roles without the fear of job loss.

Negotiating salaries based on what the company can afford while still maintaining fair compensation is crucial.

Each media brand has its unique identity and vision, and it’s important to ensure that these values are upheld while delivering high-quality work. Implementing clear employment contracts that outline company policies can also protect both the staff’s and the company’s interests.

Another approach is to provide opportunities for staff growth within the organization, allowing them to earn additional income while contributing to the company’s success. At Parallax Consulting, we prioritise involving our team in various roles and paying them extra for their contributions to projects.

Ultimately, finding a balance that works for your specific situation and prioritizes fair compensation and staff development is crucial for overcoming these challenges in the media entrepreneurship landscape.

Could you share a valuable lesson you’ve learned during your journey as a media entrepreneur that has had a lasting impact on your career?
A signed contract saves you from a lot. Be very intentional about legal documentation and signing your agreements before making any concrete move.

My second lesson is never to be afraid of walking away and starting over again, it puts you in a position of strength.

Finally, if it’s not working don’t be afraid to let it go and focus on what is working.

What future goals or projects do you have in mind for your media entrepreneurship journey, and what do you hope to achieve in the coming years?
My mission at Parallax Consulting is to make content creation very easy and accessible to all. We will launch our training programs and online platforms in the very near future to help people interested in starting a talk show or a media career start strong. Practical knowledge transfer is one of the best ways to transform people and make an impact, my greatest joy will come when I look back and see how many media entrepreneurs I have raised.

What advice do you have for aspiring media entrepreneurs aiming to succeed in the industry?
Make sure your drive goes beyond just making money. If money is your only motivation, your journey might not last long. Also, concentrate on your purpose, team up with partners who share your vision, and execute your ideas with excellence. Once your content stands out, income will naturally follow. Also, once you’ve become proficient, help others rise too.