The arts and entertainment sector are undergoing a transformation due to new media, which offers both new opportunities and challenges for professionals in the field. Influencers and trailblazers from the fashion, PR, cinema, and arts sectors discussed the various ways that viral media can be used to drive growth at the 2022 New Media Conference, with the topic “The Viral Economy,” which took place in Lagos over the weekend.

“Today’s world is more digitally connected than it has ever been, and this has revolutionized communication and many aspects of life,” stated Oluwatosin Ajibade, the founder and convener of OloriSuperGal (OSG) Media and the New Media Conference. “It is essential to comprehend the nature of the Viral Economy, the opportunities and challenges it presents for everyone, and how to position yourself within it.”

Noble Igwe, a filmmaker, public relations specialist, and the founder of 360Nobs, asserts that viral media may promote both positive and bad talks, therefore they have two sides. He went on to say that the limitless visibility and reach that new media provides to creatives is a significant benefit. “New media has emerged to facilitate progress. Because they come across posts about Nigerian music and fashion on Instagram and other social media sites, a great deal of people worldwide enjoy these aspects of the country’s culture, he added.

While modern media might aid in virality, Sarah Sanni, a muralist at Ceracerni Art Hub, pointed out that it should not be the end for artists, but rather a way for them to grow their businesses and add value. According to her, “sometimes artists are content to just go viral and do not want to upskill and improve.” “You ought to move on from becoming viral and choose your next course of action. Is your company communicating with your audience and are you ready for the next step?

Additionally, the panel discussing virality in fashion, the arts, and film was facilitated by PR specialist and MTV Shuga Nigeria Country Manager Anita Adesiyan. She gave advice to creatives on how to stand out from the crowd and maintain their authenticity in the face of social media trends. “Having a distinct identity or persona on any platform you use for marketing is beneficial,” said media executive and filmmaker Laide Daramola. “There is room to think creatively and develop new strategies, but there is also room to know what works.”

In the meantime, Jennifer Ukoh-Osamwonyi, PR Manager of Showmax in Nigeria, emphasized the value of audience-focused content curation and storytelling.
“Your message and what you put out on a regular basis are also important for PR,” the speaker stated. “Depending on the platform type, they must be adjusted even though your message may not change at all sometimes.”

The panel discussed copyright issues and noted that in order to promote creatives’ work, the legal structure needs to be modified. The group suggested improving the responsiveness and efficiency of the legal procedures. Noble stated, “It is crucial that people use trade marking for their works or designs.” “They can reduce the possibility of having their work designs stolen in this way.”

The speakers urged attendees to use their artistic abilities to positively impact society and make significant contributions to their local communities as the program came to a close. On October 29, 2022, the British Council Nigeria office in Lagos hosted the New Media Conference 2022, which drew participants from all around the continent. The topic of discussion at the New Media Conference 2022 was how viral media is influencing a variety of areas of human interaction, such as the arts, technology, finance, fashion, politics, and content production. Isabella Adediji, the creator of Yellow Tamarind Productions, a Lagos-based media and public relations firm, hosted the event.