Nigerian entertainers and digital creators, including Aproko Doctor, Taaooma, Layi Wasabi and Osas Ighodaro, will feature at the second edition of PluggedIN, an event aimed at strengthening commercial partnerships between creators, brands and advertising agencies.
Scheduled for 22 October in Victoria Island, Lagos, the event will bring together content creators, brand executives and industry professionals to explore opportunities for turning digital content and original ideas into sustainable creative businesses.
Organised by Woof Studios Africa in partnership with Insight Redefini, a Publicis Groupe-affiliated business in Nigeria, the event will be hosted by actress and media personality Bisola Aiyeola.
Other creators expected at the gathering include Biodun Stephen, Afropolitan, Bolaji Ogunmola, Folagade Banks, Geena Foodies n Spice, Ify’s Kitchen and Shank Comics.
Highlights
The event will also feature discussions on content ownership, audience retention, brand partnerships and the commercial opportunities available to creators beyond individual social media posts.
A panel comprising Craze Clown, Jay On-Air, Kiekie and Winifred Nwania of Zeelicious Food will examine the practical realities of building sustainable creative businesses.
Another discussion, titled Beyond the Post: What Brands Really Want to Build with Creators, will bring together brand and agency executives to explore how businesses can develop longer-term partnerships with creators through original content and integrated storytelling.
The panel will include Adeyinka Jemi-Alade, Head of Integrated Marketing Communications at TGI Group; Bolaji Popoola, Media and Consumer Experience Manager at Mondelez International; Chisom Bikawei, Media Communications Manager at Nestlé Nigeria PLC; Esosa Osagiede, Group Creative Director at Insight Redefini; Francis Obiajulu, Senior Brand Manager for Amstel Malta and Hi-Malt; and Sam Okolie, Head of Mainstream Spirit at Guinness Nigeria.
Creative economy
The event comes amid growing interest in the creator economy, as digital platforms give Nigerians opportunities to build audiences and reach international markets.
According to figures cited in the announcement, Nigeria had more than 1,500 YouTube channels with over 100,000 subscribers in 2024. Collectively, the channels generated more than $10 million in advertising revenue on the platform.
However, the announcement also cited research showing that more than 56 per cent of Nigerian creators earn less than $100 monthly, highlighting the challenge of turning online visibility into reliable income.
Woof Studios Africa founder and Creative Director Adetutu Laditan said the partnership with Insight Redefini would help creators access brand relationships and the production support they need to develop their ideas.
“Nigerian creators are thinking bigger, and that is exactly what forward-thinking brands want to be part of,” Ms Laditan said.
She added that the studio’s role was to manage the business and production complexities of funding, producing, and distributing creative ideas.
According to her, the partnership would give creators greater access to advertising strategy and brand partnerships, helping them move from viral success to long-term commercial sustainability.
Chief Executive Officer of Insight Redefini Group, Babatunde Olaifa, said creators had become central to how businesses engage with consumers.
“The creator economy is no longer a secondary channel; it is the absolute frontline of consumer engagement in Africa today,” Mr Olaifa said.
He added that PluggedIN 2026 would connect the agency’s brand portfolio with creators while offering opportunities for strategic support and commercial collaboration.
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PluggedIN
The 2026 edition follows the inaugural PluggedIN event, which was held in partnership with YouTube in 2025.
This year’s partnership with Insight Redefini builds on the event’s focus on connecting creators with businesses and agencies that can help develop and commercialise their ideas.
Rather than focusing solely on influencer campaigns, the organisers say the initiative aims to encourage collaborations that extend to original formats, digital series, communities and intellectual property.
Creators and industry stakeholders are expected to explore ways to build commercially viable projects from Nigeria’s expanding digital content landscape at PluggedIN 2026.
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