The recent visit of international internet sensation IShowSpeed to Nigeria has sparked a wave of discussion, not for the content he created, but for the apparent disconnect between his team and the local authorities. Senior Special Adviser to the Lagos State Governor on Tourism, Arts and Culture, Damilola Ayinde Marshall, has voiced concerns that the state government was kept in the dark regarding IShowSpeed’s tour. This oversight, she stated, meant a significant missed opportunity to properly showcase Nigeria’s rich cultural heritage and diverse offerings to a global audience. Here’s a breakdown of what went wrong and how it can be fixed:
- Lagos State authorities were not officially notified of IShowSpeed’s visit.
- This lack of communication prevented proper cultural engagement and promotion.
- Experts suggest mandatory partnership packages for international acts entering Nigeria.
- The government emphasizes an open-door policy for future collaborations.
Behind the Scenes: A Missed Connection
IShowSpeed, a massive global YouTuber and streamer, recently toured Nigeria as part of his African journey. However, according to Damilola Ayinde Marshall, the Lagos State Ministry of Tourism, Arts and Culture was completely unaware of his presence. “Intentionality. That’s the exact word for things that should have been done better and differently,” Marshall expressed in an exclusive interview. She believes that had IShowSpeed’s team collaborated with the government, the visit could have presented Africa in a much more favorable light.
The core issue, as highlighted by Marshall, was the absence of official communication and a lack of government involvement. “We were not informed and the government was not carried along,” she stated. Despite efforts to reach out, both by Marshall in her professional capacity and by the Honourable Commissioner for Tourism, Arts and Culture, Mrs Toke Benson, these attempts proved futile. This disconnect meant that the streamer couldn’t be properly introduced to the country’s unique culture, history, and traditions.
Why Proper Planning Matters: Lessons Learned
Digital Media Strategist, Bodex Hungbo, emphasized the need for a structured approach when international acts visit Nigeria. She proposed that there should be a mandatory “partnership package” between key tourism bodies, PR companies, and international influencers. This package, she argues, would ensure that the narrative surrounding the visit is controlled and aligns with Nigeria’s desired image.
Hungbo also suggested innovative ways to welcome international stars, turning their arrival into a live-streamed event that showcases Nigerian hospitality. “We need to create a scene at the airport, so that they can also livestream how we welcome, how we actually do our reception when we have new people coming,” she recommended. Involving platforms like YouTube and Facebook, whose users are the primary audience for these streamers, could also amplify the reach.
Timing is Everything, But So is Structure
Brand Strategist, Tomiwa Talabi, echoed the sentiment that while timing is crucial, proper planning and a solid structure are paramount. She pointed to IShowSpeed’s brief 24-hour visit to Benin Republic, which, despite its short duration, was apparently well-organized and effectively showcased the country. “To be honest, I feel like without the right planning put in place, even if he visits for like five days, it’s still not going to go well,” Talabi observed.
Lagos State’s Open Door Policy: A Path Forward
Marshall reassured that the Lagos State Government operates under an open-door policy and is eager to collaborate with creatives. The Ministry regularly holds stakeholder engagements, inviting input from the private sector on how the government can better support their initiatives. “People bring letters for sponsorship support; we support events and different things. So yes, they can come to the Ministry of Tourism. Sure, there are regulations that need to be abided by, and these regulations are in place,” she added.
The key takeaway is that partnering with the government is always the most effective route. The state possesses comprehensive tourism strategies and has access to various institutions, including security agencies, to ensure a smooth and impactful visit. “This only makes sense, to make it bigger so we can put our state and country in good light,” Marshall concluded, highlighting the potential for major global outreach when strategic partnerships are formed.