World
Irvine, Dreaminfluence Accelerate Growth of Africa’s $3bn Creator Economy

Irvine Partners, a leading creative communications agency with offices in Africa and Europe, has signed an exclusive licence with Dreaminfluence as their Africa partner. Dreaminfluence, an all-in-one platform that empowers brands to build and scale influencer marketing has executed 1,000s of influencer campaigns and worked with over 20,000 influencers.
This innovative platform’s digital capabilities will support the content creators who are driving Africa’s rapidly expanding $3.08 billion creator economy. Despite creators on the continent taking advantage of platforms like TikTok, African creators still earn significantly less than their counterparts in other regions, despite producing high-quality content. Furthermore, infrastructure limitations and a digital skills gap hinder the progress of the creator ecosystem.
Monetization should not be out of reach for African creators says Rachel Irvine, CEO of Irvine Partners. She adds that “Dreaminfluence provides digital infrastructure and connects creators to brands, backing their work so they too can unlock opportunities while brands can grow their reach with authentic content that resonates with audiences.”
Dreaminfluence CEO, Mads Wedderkopp, explains “We have worked with many leading brands in the Nordics and are excited to finally bring our platform to Africa through this exclusive partnership with Irvine Partners.”
“The decision to work with Irvine Partners as our Africa partner was a no-brainer, given the roster of clients they serve, and their continental and European footprint.”
Some of the leading brands that use Dreaminfluence for their influencer campaigns are Nivea, L’Occitane, and Estee Lauder Group.
How it works
Dreaminfluence was founded in 2018, to transform influencer marketing from being about affiliate links and discount codes to focusing on actual brand ambassadorship. This vision is translated into the features that Dreaminfluence offers, for both brands and influencers.
These brand features include:
-
Discovery of influencers: Brands can find the right influencers for their campaigns, without wasting time on influencer outreach
-
Campaign analytics: Track campaign performance, report the value and identify the best-performing influencers
-
Building relationships: Influencers move from short-term brand campaigns to long-term brand ambassadorship
-
Campaign management: Manage influencer payments, product shipping and secure content usage rights
-
Paying multiple influencers at a time with one click
For influencers, the features are:
-
Apply to join a brand team or campaign through the app
-
Be selected as part of the ambassador team
-
Join new campaigns when they are published
-
Run all campaign admin including payments, content ideas, and approvals through the app
The Dreaminfluence difference
Irvine Partners is constantly working with influencers across Africa on different campaigns for its clients and Dreaminfluence provides an innovative way to streamline agency relations with leading and emerging content creators on the continent.
Mohale Moloi, Content Director at Irvine Partners explains that “creator marketing studies tell us that more than 50% of brands plan to increase their spending on influencer marketing in 2025. But making sure these campaigns deliver results across the whole marketing funnel requires an in-depth understanding of market nuances, which is what we bring to the table.”
By working with a dynamic platform like Dreaminfluence, Irvine Partners will take influencer campaigns to the next level by combining local insights with a platform that makes everything from campaign selection to payments more efficient.
“We are most excited about the actionable campaign data and high ROI that Dreaminfluence offers,” says Moloi.
World
US Coast Guard Lauds Nigeria’s Port Security Efforts

By Adedapo Adesanya
The United States Coast Guard has commended Nigeria for considerable progress in implementing the International Ships and Ports Facility Security (ISPS) Code.
The commendation came from Mr Joe Prince Larson of the US Coast Guard who led a team from the International Port Security Programme on a Working Tour of some Terminals and Ports in Nigeria to ascertain the level of implementation of the ISPS Code across Nigerian ports facilities.
The evaluations, which commenced last year as part of a three-year plan, are geared towards providing actionable insights and data-based decisions to lift the Condition of Entry (CoE) placed on vessels departing Nigeria for the US.
According to the Nigerian Maritime Administration and Safety Agency (NIMASA), the team had earlier conducted assessment visits to the Dangote Port and Lekki Free Trade Zones in Lekki, Lagos State, as well as private port facilities operated by Matrix and Julius Berger in Warri, Delta State.
While delivering an interim assessment report to NIMASA Management, Mr Larson noted that Nigeria’s compliance with the ISPS Code ranks amongst the best globally.
He added that his team would report their findings to the leadership of the US Coast Guard accordingly and expressed confidence that NIMASA had the capacity to maintain the high standards attained to date.
“We had the pleasure of visiting Matrix and Julius Berger in Warri, Delta State, before proceeding to the Lekki Deep Seaport and Dangote Port in Lagos, with the overall assessment being very positive.
“We noted that there is a clear and deep understanding on the implementation of the ISPS Code in Nigeria with the level of compliance observed to be at par with some of the best maritime nations globally. We would report our findings back to US Coast Guard headquarters accordingly.”
On his part, the Director General of NIMASA, Mr Dayo Mobereola, reaffirmed the agency’s commitment to maintaining the improved compliance standards at Nigeria’s ports.
He highlighted the positive impact of these efforts on the country’s international reputation, adding that the agency would continue to support efforts under the Minister of Marine and Blue Economy, Mr Adegboyega Oyetola, to improve standards in the Nigerian maritime industry.
According to him, “I must express my happiness at the positive feedback we have received from the USCG delegation as it serves as reward for the Federal Government’s commitment to the develop of the sector, and the work of the Agency, under the supervision of the Federal Ministry of Marine and Blue Economy, to ensure international standards are adhered to in the area of port security.”
World
Somalia Joins Afreximbank as 53rd African Member

By Adedapo Adesanya
Somalia has formally joined the African Export-Import Bank (Afreximbank), becoming the 53rd African member state of the African multilateral financial institution.
Somalia has been shaped by decades of conflict, political instability, and lack of central governance, which has strongly weakened its economic strength.
Its Afreximbank membership is touted to place the country on a path of sustainable economic transformation, upgrading of the country’s trade and industrial infrastructure, and most importantly joins the rest of the continent in the push towards continental integration and self-reliance through the African Continental Free Trade Area (AfCFTA).
In the instrument of accession signed by Mr Hirsi Jama Gani, State Minister, Office of the Prime Minister, Somalia notified Afreximbank that Somalia “accepts, and hereby accedes, to the Agreement for the Establishment of the Bank” and pledged to undertake all necessary steps to expedite ratification of the Agreement.
“On behalf of the Government of Somalia and its people, I sincerely thank Afreximbank for its efforts that led our country to become a member state of the Bank. This milestone agreement signals our commitment to becoming a key player in regional and continental development, especially through trade, under the framework of the African Continental Free Trade Area (AfCFTA). This partnership is significant to Somalia’s ongoing reconstruction and economic diversification efforts, opening doors for financial and technical support.”
“We urge Afreximbank to accelerate the implementation of its programs and initiatives in Somalia, aligning them with Somalia’s National Development Plan and helping it meet its ambitious development goals. This is a critical step in realising the full potential of our country and for Somalia to regain its position as a strategic trade hub within East Africa,” Mr Ganni added.
On his part, Mr Benedict Oramah, President and Chairman of the Board of Directors of Afreximbank, emphasised the mutual benefits to both parties.
“This is a significant milestone as it widens the opportunity for the Somali public and private sectors to access financing and other related interventions that addresses their real needs. By joining the Bank, Somalia embarks on a new journey of pursuing its developmental aspirations on its own terms, backed by unwavering support from Afreximbank, a bank with proven track record of supporting its Participating States in good and bad times.
“Today, we begin a collective journey to enable the Somali economy to realise the maximum value from its natural resources while hastening its integration into the African Continental Free Trade Area.”
On his part, the Governor of the Central Bank of Somalia, Mr Abdirahman Abdullahi said Afreximbank’s visit to Mogadishu was timely as it came just after Somalia joined the East African Community regional trade bloc in 2024, and successfully completed the Highly Indebted Poor Countries (HIPC) debt relief process.
“The Somali people are renowned for their trade and entrepreneurial spirit, and I urge the business community in Somalia to fully leverage the opportunities offered by Afreximbank under its financing programs, to expand their reach, drive sustainable growth, and contribute to a more connected and competitive economy,” he said.
World
AfricInvest Gets €15m Funding Support for African SMEs

By Modupe Gbadeyanka
A funding support of up to €15 million has been provided by Swedfund for small and medium-sized enterprises (SMEs) across Africa.
The money would be managed and disbursed by a private equity initiative, AfricInvest Small Cap Fund.
AfricInvest integrates environmental, social and governance (ESG) principles with a focus on gender equality and sustainability.
The fund aims to invest at least 30 percent of its portfolio in companies that are women-led or have significant female ownership.
Moreover, climate-related objectives will be embedded in the investment process.
Swedfund’s support will help ensure that African SMEs have the resources and guidance they need to grow responsibly and effectively.
With decades of experience and a strong presence across the continent, the fund aims to invest in a range of sectors including agribusiness, healthcare, education, consumer goods, manufacturing and services, and is therefore well positioned to contribute to economic growth and social development.
The choice of SMEs is because they are a cornerstone of economic development, driving job creation and innovation.
However, many companies face significant barriers to accessing capital. This indirect investment can enable more growth-oriented investments to unlock the full potential of SMEs in Africa.
Commenting on the funding support, the Investment Director for Sustainable Enterprises at Swedfund, Sofia Gedeon, said, “This investment will allow Swedfund to expand its support for underserved businesses across Africa.
“AfricInvest aligns its investments with measurable sustainability outcomes, allowing us to drive economic growth, create jobs and promote greater inclusion. At the same time we set new benchmarks for responsible investing.”
-
Feature/OPED5 years ago
Davos was Different this year
-
Travel/Tourism9 years ago
Lagos Seals Western Lodge Hotel In Ikorodu
-
Showbiz2 years ago
Estranged Lover Releases Videos of Empress Njamah Bathing
-
Banking7 years ago
Sort Codes of GTBank Branches in Nigeria
-
Economy2 years ago
Subsidy Removal: CNG at N130 Per Litre Cheaper Than Petrol—IPMAN
-
Banking2 years ago
First Bank Announces Planned Downtime
-
Sports2 years ago
Highest Paid Nigerian Footballer – How Much Do Nigerian Footballers Earn
-
Technology4 years ago
How To Link Your MTN, Airtel, Glo, 9mobile Lines to NIN