Yinka Obebe, founder and CEO of Pop Central, urged African creators and media businesses to develop a stronger understanding of digital platforms and the infrastructure behind them. During the NECLive 2025 panel on Powering Africa Through Creative Enterprise, he explained that many long-standing businesses collapse because they do not adapt to changing digital environments. He added that social media and digital distribution require an ecosystem that fully understands how these systems work.
According to Obebe, Africa has significant training in traditional media such as radio and television that can be transferred into digital formats. However, he noted that many professionals do not yet see how to apply these skills across new platforms. He argued that creators and companies must step back and study the digital landscape, including the physical spaces that support content production and distribution.
Obebe also discussed the potential of artificial intelligence to transform the creative industry. He said AI provides a level playing field for African creators by helping them analyze data and leapfrog traditional barriers in the global entertainment market. Obebe encouraged creators to view AI as a strategic advantage that can accelerate growth and position Africa competitively.
