Nigeria’s entertainment industry has become one of the country’s most influential creative sectors, producing globally recognised talents, large-scale events and rapidly growing youth-driven brands.
However, behind the glamour and viral moments lies an industry constantly battling funding challenges, changing audience behaviour and the pressure to remain relevant in an increasingly competitive space.
For entertainment executive and event producer Itoto Emmanuel, sustainable growth in the industry requires far more than hype or popularity.
In this interview with PREMIUM TIMES, he speaks about his journey from organising small-scale events in Benin City to building a growing creative and experiential brand, while reflecting on the importance of structure, innovation, consistency and long-term vision in the entertainment business.
He said: “My journey into the entertainment industry started from a deep passion for creativity, youth engagement, and building impactful experiences. I began in Benin City, where I started organising small-scale events, campus activities, and community entertainment projects. At the time, the goal was to create memorable experiences and provide platforms for young talents to express themselves.
