Igwe, Sanni, Adesiyan, others speak at new media conference
As new media outfits are changing the face of the arts and entertainment industry, they are also presenting novel opportunities alongside challenges for industry practitioners.
This was the thrust of the New Media Conference 2022 held recently at the British Council Nigeria office with participants from across Africa. Themed ‘The Viral Economy’, the conference focused on how viral media is shaping different facets of human interaction, including arts, technology, finance, fashion, content creation and politics.
For founder/convener, New Media Conference and OloriSuperGal (OSG) Media, Oluwatosin Ajibade, the world today is more digitalised than it has ever been in human history and this has revolutionised communication and many facets of life. “Understanding what the Viral Economy is, the opportunities and challenges it presents for all, and how to position within the space is imperative.”
According to filmmaker and founder, 360Nobs, Noble Igwe, viral media have both positive and negative sides because they can amplify the right conversations and the wrong ones too. He added that an important advantage of the new media is the borderless reach and visibility that it offers to creatives.
“New media has come to help things get farther. A whole lot of people appreciate Nigerian music and fashion all over the world because they find posts about them on Instagram and other social media platforms,” he said.
A muralist at Ceracerni Art Hub, Sarah Sanni, said that while new media could help with virality, it should not be an end, but a means for artists to expand their business and sell value.
“Sometimes some artists do not want to upskill and improve, and they are comfortable with just going viral,” she said. “You should move past going viral and see the next thing that you are to do. Are you prepared for the next thing and is your business speaking to your audience?”
Also, the virality in fashion, arts and film panel which was moderated by the Country Manager for MTV Shuga Nigeria, Anita Adesiyan, advised creatives to stand out, not lose their identity and authenticity to social media trends.
PR Manager, Showmax Nigeria, Jennifer Ukoh-Osamwonyi, emphasised the importance of storytelling and curating content targeted at one’s audience.
“What is also important for PR is your message and what you are putting out per time. Sometimes your message may not even change but because of the platform type, they have to be modified.”
On copyright issues, the panel pointed out that the legal system must be improved upon to support the work of creatives. The panel recommended that the legal processes should be made more efficient and responsive.