Suspend all thought on what the dire statistics about living conditions in Africa say, and look around you; this generation is part of a global surge in technological advancement that is changing how things are done, even in Nigeria—regardless of all our challenges and lamentations.
And nowhere else is this more accurate than in entertainment and media consumption. Young Nigerians might contend with pothole-laced roads and the unenviable task of accessing potable water solely by the way of jerry cans, yet streaming music and sending voice files via Whatsapp is second nature to us. Things that seem like cutting-edge inventions in other parts of our continent only take a few weeks at most, to become commonplace here. Even those who live in remote places where roads cannot navigate know what an iPhone is.
And so, this leapfrog in technology has made entertainment content more readily accessible than it has ever been in human history. The rules have changed and in the media, gatekeepers have been replaced by smartphones and hashtags. Entertainers no longer have to go through traditional media outlets to reach their fans. In fact, technology has ensured that like goldfish, the stars have no hiding place. Even when entertainers have no wish to reach their fans during a scandal, the fans will easily drag them out into the new village squares – Twitter, Facebook and of course; Instagram.
PSquare did not need to issue a press release to announce their return (or breakup); a fifteen-second post on the ‘Gram was enough. Davido did not need to issue a press release to announce the birth of his son; a 100 character Tweet was enough. In the same vein, new stars have been made, without necessarily needing a ‘media push’, moving from IG skits, Twitter memes and TikTok videos to bookings worldwide. You know them; you patronize them and probably have watched, or will watch a video or two from them today.
EVOLUTION OF THE NET LOGO
What then does this mean for entertainment media houses like us; why are we still in the business of entertainment? Why do we do what we do? Why do we still need to cater to an audience distracted by a thousand other messages each second of the day? The dominating school of thought is that not only do we have to compete with other companies distributing similar Nigerian and African content, but we also have to contend with the continuous rise of global tech giants like Facebook, Google, Twitter, Snapchat and TikTok that have billions of dollars to create the exact thing we are trying to.
So what drives us daily?
Two things: the evolution of the media, amid a segmentation of audiences still united via spatial, mental and aspirational similarities. The gigantic potential of the digital future fascinates us and we are assured there is a place for us in this changing media ecosystem because: we are indigenous!
Because we represent not just ourselves, but the Nigerian entertainment industry itself, and use journalism as a tool to tell the Nigerian story, we will remain the experts on Nigeria, even though we are digital natives at par with our peers worldwide.
In much the same way no one could ever sing the opening bars of African Queen like Innocent ‘2Baba’ Idibia , regardless of how media consumption and dissemination patterns change? Indigenous content published to world-class standards will always be King.
It’s why New York based writers at Buzzfeed and The Shaderoom would have to lift a story about Kcee: because we created it.
Today, the role of the media is more important than it was before content distribution was this seamless. Because information now travels faster than the speed of light, our role is even far more important.
We owe it to posterity to make entertainment important to the governments who have the power to create policies that can help all Nigerians have access to a piece of the pie. We owe it to the world to tell the story of Nigerian entertainment and the entertainers that sustain its place on the map at great personal and professional sacrifice. And most of all; we owe it to the Nigerian audience, to provide a steady stream of engaging entertainment content; educating today’s youth about our history and documenting today’s happenings for generations yet unborn.
Up until now, we have broken some of the biggest entertainment stories on these shores. We have gone beyond the scenes to report on the biggest issues that impact and uplift Nigerian entertainment. We have contributed our quota to an informed audience that carries Nigerian entertainment with pride. We have taught the world how to treat Nigerian entertainers with due respect.
As we step into the future, it is necessary to restate why we publish TheNetng: the world has presented us all with equal opportunities, that is, media, to tell our respective stories. You will agree that no matter what media comes up, the constant difference will be in our stories; what we say, how we say it, and to whom we say it. We are also plotting our future in video and interactive content as well as creating experiences, and building products and services our audiences will enjoy.
Therefore, our creed for the future is to continue telling these unique stories, using all the tools technology has made readily available, as well as providing the diverse perspectives that are the hallmarks of humanity.
We will continue to unleash bespoke content native to various digital platforms. We will be in any place where there are eyeballs and a smartphone. We will continue to be the lighthouse for the entertainment industry. We’re refocusing our energy and resources to deliver content that is for us, by us. We’re creating long reads that tell the stories that are not being told. We’re creating video content you do not need a satellite dish to enjoy.
We remain unrelenting in our continuous aim to be the world’s number one source of Nigerian… and African entertainment.
Because no matter how much the global media ecosystem evolves, what matters most to us is being Nigerian, representing Nigeria and reporting Nigeria.
OUR MISSION
Why did we set up Nigerian Entertainment Today? What’s driving us?
- We want entertainers to be responsible.
- We want the government to take entertainment seriously.
- We want to provide a potent voice for unsigned and unknown talents.
- We want to provide alternative opportunities for distribution in an environment where there’s none.
- We want to guide and guard celebrities to avoid pitfalls and career mishaps.
- We want to provide adequate facts and data on entertainment.
- We want to record history.
- We want to provide entertainment for Nigerian audiences.
- We want to connect entertainers with their fans.
- We want to connect Nigerians with good entertainment content wherever that might be.
- We want to elevate entertainment practitioners in every way possible.
- We want to celebrate great strides and endeavours and condemn mediocrity.
- We want to use journalism, creativity and technology to solve entertainment problems for the industry on the one hand and for audiences on the other.
FAQ
What is Netng?
Netng, also known as Nigerian Entertainment Today, is the number one place for you to discover, share, and enjoy everything awesome that has happened and is happening in the world of African entertainment and Nigerian pop culture.
Netng was founded in November 2009 and is the world’s number one source of African entertainment.
Netng is owned and operated by ID Africa, and we also have some very interesting siblings; Neusroom, 234Star and Orin. Also check out our ecommerce website, Netshop.
Can I post to Netng?
For now, you can not publish directly by yourself on Netng unless you work on our editorial team.
However, members of Netng Connect can share stuff with our editors for consideration to be published on our platforms, while marketers or businesses can also reach out to our sales team for sponsored posts.
Just send an email to contact@thenet.ng or hello@idafrica.ng or visit our business page for more info.
If you have some news tips or really cool, funny, interesting stuff that you’ve found online or created by yourself that you think has a strong chance of going viral and being shared by other people, then feel free to also shoot us an email.
How do I advertise on Netng?
If you’re an SME, large company or agency looking to run a minor or major advertising campaign, we’ve got some very exciting platforms for you. Learn more here.
What is Netng Connect?
Netng Connect is an exclusive community of cool kids, entertainers and African pop culture enthusiasts from around the world. All members have access to premium content, exclusive events and amazing offers from Netng and partners.
Membership is free, but registration is mandatory.
Join Netng Connect here.
I’ve forgotten my Netng Connect password! Can you please help me?
Take a deep breath, find your happy place, and then go to the sign-in page and click the “Forgot Password” link. Enter the email address you used when you registered; your password will be reset and a new one will be sent to you.
I never got my Netng Connect validation email! Where is it?
When you join Netng Connect, you will need to validate your email address. If you never received the validation email try going to the sign-in page and click the “Forgot Password” link. Then enter the email address you used when you registered. A new validation email will be sent. If you still don’t get that email please let us know.
What is NET Honours?
NET Honours, The People’s Choice Awards, is a one-of-its-kind platform where we recognize and celebrate some of Nigerians’ favourite celebrities and public figures.
The platform recognises people and events that have shaped pop culture in the course of the year under review. The awards are entirely data-driven and are drawn by analysing audience search, engagement, and trends on ID Africa’s network of media channels including platforms like Netng, Neusroom, 234Star and Orin.
Data for the awards are sourced from a wide database of over eight million users who engage with these media platforms via websites, social media accounts, and email newsletters within a 12 months calendar period.
What is NECLive?
Netng organises the Nigerian Entertainment Conference (NECLive). #NECLive has been the largest annual gathering of entertainment and creative industry professionals in Nigeria since 2013.
For business-related enquiries please contact us via hello@idafrica.ng and contact@thenet.ng.