Showbiz
Spotify Blends Afrobeats With Naija Food, Culture at Greasy Tunes Café
By Modupe Gbadeyanka
Global streaming platform, Spotify, on Tuesday, September 30, 2025, launched its Greasy Tunes Café at Fired & Iced, Lagos.
The three-week experiential campaign is backed by new Spotify data showing that for Nigerian Gen Z, music and food are core pillars of daily life, with Afrobeats dominating their listening habits from morning to night.
Greasy Tunes Café brings this insight to life: customers can order local Nigerian meals and instantly receive a personalised Spotify playlist or podcast, curated in real-time based on their food choices.
At the unveiling of the initiative, several people including newsmen, influencers, podcasters, music artists, and fans were in attendance, setting the perfect scene for the brand’s immersive new experience.
The evening featured two exclusive fireside chats that provided intimate insight into the campaign’s vision.
Spotify executives Bea Theron, Experiential Marketing Manager for Sub-Saharan Africa, and Victor Okpala, Artist and Label Partnership Manager for West Africa, introduced the strategy, with Theron stressing that the café is an immersive experience built on the pillars of culture, music, and food.
She emphasised that Spotify’s role is clear: supporting creatives and prioritising the hyper-local storytelling essential to celebrating the people of Lagos.
“Tonight proves the power of the youth: they build the culture here in Nigeria. The Greasy Tunes Café is our future-facing model, blending the force of Afrobeats with the authenticity of local cuisine. This isn’t just a party; it’s a strategic move to establish the new cultural future of Lagos,” said Theron.
Okpala expanded on the café’s programming, noting that it will serve as both a launchpad for local talent and a centre for education. He highlighted plans to spotlight diverse emerging artists, citing names like Fola and Adekunle Gold.
Okpala also announced specific educational moments, including an October 11 screening of a documentary on Afro-Nigerian Afro-funk and the Eyo masquerade, underscoring its commitment to Nigeria’s rich culture and musical heritage.
Following the executives’ discussion, the spotlight shifted to two of the platform’s biggest recent names: Spotify RADAR and South African artist Thakzin, and Afrobeats artist Fola, who rank among the platform’s most-streamed emerging artists of the 2020s.
Anchored by themes of authenticity and dedication, the artists’ fireside chat offered raw insight into their creative journey. Fola shared that success was anything far from overnight, stressing that background doesn’t define the future. “You have to put in the work; that is my truth,” he said. “Nothing about my journey is overnight. The love I’m receiving fuels me, and my goal is clear: I’m going to take Afrobeats to the next level.”
Thakzin, meanwhile, spoke about the importance of emotion in his sound. “For me, music is about translating real-time feelings into rhythm,” he explained. “If you’re going to push new sounds, you have to go harder, always, because that’s how you break through and move people.”
After the fireside chats concluded, the atmosphere shifted dramatically as DJ Dami Osinubi kicked off the party with electrifying sets. Guests moved to the music, captured moments, and enjoyed a true taste of Nigeria through the local food and drinks. The launch served as the perfect kick-off for the campaign, setting a high bar for the celebration of music, culture, and community ahead.
Africa’s biggest reality television show, Big Brother Naija, returns for its highly anticipated Season 11 on Sunday, 26 July 2026 on DStv and GOtv.
The launch show will air from 7 pm on Africa Magic Showcase and Africa Magic Family channels, with the 24-hour show on DStv channel 198 and GOtv channel 49. BBNaija fans can also watch the show live via DStv and GOtv Stream.
This season’s winner will walk away with a record ₦160 million grand prize, which includes a cash sum of N100 million and a brand-new SUV. The prize is the highest in the show’s history, raising the stakes for what is expected to be another landmark season.
Speaking on the new season, Atinuke Babatunde, Executive Head, Content and Channels, West Africa, MultiChoice, said:
“Big Brother Naija has consistently redefined entertainment in Africa by bringing together authentic storytelling, compelling personalities and moments that resonate with millions of viewers. Season 11 builds on that legacy with even bigger stakes, fresh twists and an exciting mix of housemates that will keep audiences engaged from premiere night through to the finale”.
The new season also ushers in an exciting lineup of brand partners, with betPawa, the home of Africa’s biggest winners, joining the Big Brother Naija family as the Headline Sponsor.
Commenting on the partnership, Borah Omary Ndanyungu, Head of Local Marketing & CSR, betPawa, said: “At betPawa, we believe in creating unforgettable experiences that bring people together through the things they are passionate about. Big Brother Naija is one of Africa’s most celebrated entertainment properties, and we are proud to come on board as Headline Sponsor for Season 11. We look forward to rewarding fans, deepening engagement throughout the season and delivering exciting experiences that complement the energy and excitement of the show.”
Guinness returns as the Gold Sponsor, while Minimie comes on board as an Associate Sponsor, reinforcing continued confidence from leading brands in one of Africa’s most influential entertainment platforms.
On the season’s partnerships, Babatunde commented: “We are delighted to welcome betPawa as our Headline Sponsor alongside Guinness and Minimie, whose partnership reflects the enduring value and impact of the Big Brother Naija platform.”
Since its return in 2017, Big Brother Naija has evolved beyond a reality TV show into a cultural phenomenon, creating household names, creating jobs across the creative economy, and shaping popular culture.
With Ebuka Obi-Uchendu returning as the show’s host, viewers can expect a season filled with unexpected twists, dynamic tasks, strategic gameplay, entertaining challenges and the authentic interactions that have made Big Brother Naija one of Africa’s most-watched reality TV show franchises.
Season 11 premieres on Sunday, 26 July 2026, with viewers able to follow every moment of the action throughout the season on DStv, GOtv, DStv Stream and GOtv Stream. Eligible subscribers can vote through the MyDStv and MyGOtv self-service apps, upgrade their packages for additional voting benefits, and enjoy uninterrupted access throughout the season by subscribing or renewing for multiple months.
By Modupe Gbadeyanka
The first dedicated talent management training institution in Nigeria, TGM Academy, is set to commence operations in September 2026.
This institution is the brainchild of one of Nigeria’s leading public relations and strategic communications agencies, That Good Media (TGM).
The firm has expertise in talent management, influencer sourcing, personal branding, media relations and reputation management.
According to a statement from the company, TGM Academy will equip aspiring and practising talent managers with the knowledge, skills and industry exposure required to support the growth of Nigeria’s rapidly expanding creative economy.
The academy was established to professionalise talent management as a viable career path while developing a new generation of globally competitive managers capable of strengthening Nigeria’s creative ecosystem.
While talent management has become increasingly important in helping creatives access international opportunities, build sustainable careers and create long-term
commercial value, the profession has lacked structured education, recognised standards and dedicated capacity-building platforms.
Ahead of the launch in about two months, TGM is organising a Talent Management Leadership Roundtable on Tuesday, July 28, 2026, at the Abora Suites of Eko Hotel and Suites, Lagos, in partnership with the Lagos State Ministry of Tourism, Arts and Culture, the French Consulate, and Megowa, a digital platform connecting Nollywood talent with industry opportunities, training and resources across the African creative landscape.
Expected at the event are senior talent managers, entertainment executives, brand leaders, diplomats, cultural institutions, media executives, creatives and key decision makers whose work is shaping the future of Nigeria’s creative economy.
The roundtable themed Talent Management as Critical Infrastructure for Cultural Exchange and the Creative Economy will examine the evolving role of
talent management as a strategic enabler of commercial growth, international collaboration and cultural exchange.
It will create a platform for honest conversations around the future of talent management and its role in driving the creative economy, as participants will explore how professional management contributes to the long-term success of creatives, what brands expect before entering partnerships, how managers can build trusted relationships with corporate organisations, and how diplomatic missions and international cultural institutions engage with the creative sector through cultural exchange programmes, festivals and international collaborations.
The discussions will also examine the structures, competencies and ethical standards required for Nigerian talent managers to compete successfully within global markets, with insights generated during the roundtable to directly inform the curriculum, partnerships and learning framework of TGM Academy ahead of its official launch.
The wait is almost over. On July 26, Big Brother Naija returns for its eleventh season, bringing with it a brand-new theme, fresh housemates and another chapter of the reality show that continues to dominate conversations across Africa.
While fans are still guessing who will make it into Biggie’s House, one thing is already clear: this season is raising the stakes.
Everything Is For The Taking
This year’s theme, Everything Is For The Taking, sets the tone for what promises to be one of the most competitive seasons yet. It suggests a game where every task, every alliance and every decision could make the difference between staying in the House and walking away with the grand prize.
For the new housemates, nothing will come easy. They’ll have to earn every opportunity, win over viewers and navigate the twists that have become a hallmark of the BBNaija experience.
A New Set of Housemates, Endless Possibilities
As always, the identities of the new housemates remain under wraps, but that has only added to the excitement.
Every BBNaija season introduces a unique mix of personalities. Some become fan favourites almost overnight, others surprise everyone with their strategy, while a few create unforgettable moments that keep social media buzzing throughout the season.
Who will become this year’s breakout star? Fans will soon find out.
Big Brands Return for Season 11
Season 11 will once again feature some of Nigeria’s biggest brands, with betPawa as the headline sponsor, House of Guinness as the gold sponsor and Minimie as the associate sponsor.
Their continued partnership reflects the cultural impact and wide audience the show continues to attract year after year.
The Countdown Begins
With the premiere just around the corner, anticipation is building for another season of drama, competition, unexpected twists and unforgettable moments.
Whether you’re tuning in for the games, the relationships, the strategy or the entertainment, BBNaija Season 11 promises another exciting ride.
The countdown has officially begun, and if the theme is anything to go by, this season will remind everyone that in Biggie’s House, everything truly is for the taking.
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