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Nigerian YouTube Creators, Brands Team up in New Content Drive

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You Could Do on YouTube

By Faridat Yusuf

Nigeria’s top YouTube creators and major brands have joined forces to explore fresh ways to collaborate through PluggedIn, a new initiative by YouTube and Woof Studios.

The project aims to move beyond the usual advertising by building deeper, partnerships between creators and brands. It comes as YouTube watch time in Nigeria continues to rise by over 50 per cent year-on-year, with the platform now reaching more than 30 million adults monthly.

At the event, creators and brands had one-on-one sessions, exchanged ideas, and learned how to grow creative concepts into full projects. The focus, organizers said, is to turn simple video ideas into large-scale content series that fans can connect with.

“My community loves food, but they also love the stories behind the food. For a long time, I’ve wanted to create bigger projects, like a travel cooking series or a professionally produced show. Partnerships with brands make that possible,” Ifeyinwa Mogekwu of Ify’s Kitchen said.

PluggedIn is helping us start the right conversations. It’s about finding brands who understand that our viewers want quality content, not just a quick ad. It’s a chance to collaborate on something truly special that everyone will enjoy,” she added.

The founder and Creative Director at Woof Studios, Adetutu Laditan, explained that the goal is designed to make collaborations easier  and more impactful.

“Nigerian creators are thinking bigger, and that’s exactly what brands want to be part of,” said Laditan. “Our role is to handle the business and production complexities, making it seamless for great ideas to get funded, made, and seen by millions.”

From the brand side, the Industry Manager at Goggle, Dammy Abodunrin, noted that creators have become key to how consumers discover products and connect with stories.

“The fundamental rule of marketing has changed. Consumers are in full control, and they choose to spend their time with creators they trust,” said Abodunrin. “For brands, this represents a key opportunity. Partnering with a creator on YouTube provides a platform for brands to become part of a community and tell their stories through voices that people genuinely listen to.

“At the same time, these collaborations provide creators with the resources to fund their biggest ideas and build their channels into lasting media businesses. PluggedIn was designed to foster these powerful connections, creating a true win-win for brands, creators, and their fans.”

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NERC Seeks Reallocation of Rural Electrification Fund to Industries, Others

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REA fund

By Adedapo Adesanya

The Nigerian Electricity Regulatory Commission (NERC) is seeking the reallocation of the $2 billion currently domiciled with the Rural Electrification Agency (REA) beyond rural use to include industries and other large-scale needs.

The Vice Chairman of NERC, Mr Musiliu Oseni, called for a policy rethink in the management and utilisation of the REA fund, saying Nigeria must go beyond powering homes to powering industries and national prosperity.

Mr Oseni, speaking during the Technical Sessions to mark NERC’s 20th Anniversary in Abuja, said the commission’s focus has now shifted toward unlocking private capital, particularly in the transmission sub-sector, through the newly established Transmission Infrastructure Fund (TIF).

“Through effective regulation, we have saved the Federal Government several trillions of naira in subsidies, strengthened market reliability, and enhanced consumer protection,” he said.

The REA fund is part of efforts address Nigeria’s electricity access gaps. It was established for the purpose of supporting rural and underserved electrification. The fund provides capital subsidies or grants to schemes that can help achieve the electrification goal.

According to Mr Oseni, transmission remains a challenge beyond generation and distribution.

“But now we must move from subsidy savings to investment stimulation. That is why our attention is on transmission, the weakest link in the electricity value chain.“

The NERC Vice Chairman explained that the TIF will provide a financing platform to attract both local and international investors into Nigeria’s transmission grid, thereby enhancing stability and capacity for industrial growth.

On the management of the Rural Electrification Fund, Mr Oseni urged the federal government to deploy part of the $2 billion fund toward large-scale industrial and commercial power supply.

“You can power access through mini-grids, but you can’t power your economy to prosperity,” he said pointedly.

“We must ensure that access translates to productivity, and productivity translates to jobs and growth,” he added.

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NCSP Urges Stronger Alignment  to Unlock Private Capital for Nigeria’s Blue Economy

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Nigeria Blue Economy

By Adedapo Adesanya

The Nigeria–China Strategic Partnership (NCSP) has urged stronger alignment among federal, state, and global climate strategies to unlock billions of dollars in private capital for Nigeria’s growing Blue Economy.

This call was made by the Director-General of NCSP, Mr Joseph Tegbe, at the 11th Lagos International Climate Change Summit (LICCS), held from November 6–7, 2025 in Lagos.

The DG, represented by the Head of Investment Management, Mr Taiwo Ajetunmobi, commended the Lagos State government for leading subnational climate action and setting a continental benchmark for sustainable growth.

Organized by the Lagos State Ministry of the Environment and Water Resources, the summit, themed Blue Economy, Green Money; Financing Africa’s Coastal Resilience and Ocean Innovation, convened policymakers, investors, climate experts, and development partners to explore innovative financing for ocean-based and climate-resilient projects.

Highlighting Lagos’s 180-kilometre coastline and dynamic private sector, the Director-General identified the state as a natural leader in Nigeria’s Blue Economy transformation.

He cited the Lekki Deep Sea Port as a prime example of effective federal–state collaboration that attracted over $1 billion in private equity investment, reinforcing Nigeria’s position as a regional maritime hub.

“Investors look for three things policy coherence, regulatory predictability, and project bankability. When these align, private capital follows,” he stated.

“By synchronizing federal vision with subnational execution, Lagos can unlock billions in blended finance for coastal resilience and sustainable infrastructure,” he added.

He further outlined Public–Private Partnership (PPP) models such as Build–Operate–Transfer (BOT), Design–Build–Finance–Operate (DBFO), and Lease–Develop–Operate (LDO), urging reforms to standardize processes, improve transparency, and strengthen institutional capacity.

The NCSP DG also highlighted China’s growing role as a strategic partner in Nigeria’s Blue Economy, noting investor interest in waste-to-energy, solar-powered cold-chain, and water transport projects.

“China leads globally in clean energy and marine infrastructure. With transparent, commercially viable frameworks, Lagos can attract long-term equity partnerships that deliver real value to its people,” he added.

Mr Tegbe called for unified action among stakeholders: “The tide of opportunity is rising and Lagos must rise with it. By aligning state, federal, and global strategies, we can turn Nigeria’s maritime potential into real wealth and shared prosperity.”

NCSP also reaffirmed its commitment to supporting projects that strengthen Nigeria’s climate resilience and solidify Lagos’s position as Africa’s hub for sustainable Blue Economy innovation.

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We Will Defeat Every Form of Terrorism, Secure Nigerians—Tinubu

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Tinubu address trump

By Modupe Gbadeyanka

President Bola Tinubu has promised to protect the country and work very hard to ensure every form of terrorism in Nigeria is defeated.

Mr Tinubu gave this assurance during the Federal Executive Council (FEC) meeting in Abuja on Thursday.

He disclosed that Nigeria remains on a steady growth trajectory, with more promise of stability and prosperity as economic reforms continue to yield results and gain national and international acceptance.

Speaking in reaction to the threats by President Donald Trump of United States to raid terrorists’ camps in Nigeria, Mr Tinubu asked, “Do we have problems? Yes. Are we challenged by terrorism? Yes. But we will defeat terrorism. We will overcome the CPC designation.

“Nigeria is one happy family, and we shall spare no effort until we eliminate all criminals from our society. We want our friends to help us as we step up our fight against terrorism, and we will eliminate it.”

The President also disclosed that the federal government was engaging with the world diplomatically, noting, “The most important thing is the fact that despite the political headwinds and the fear of our people, we will continue to engage with partners.”

Commenting on the economy, he said, “The success of the $2.3 billion Eurobond that was oversubscribed by 400 per cent is the most assuring. So, the task ahead is immense; we are engaging the world diplomatically, and we assure all of you that we will defeat terrorism in this country.

“The task ahead is immense, but it is our resolve to move forward with unity and purpose, guided by the Renewed Hope Agenda to build a prosperous, inclusive and resilient Nigeria.”

Mr Tinubu directed the Minister of Finance and Coordinating Minister of the Economy, Mr Wale Edun, to brief the council on the nation’s economic performance, stated that the government will continue to sustain and consolidate the gains.

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