The £2.4bn sector is thriving, says a new report, as online demand grows for authentic cultural content created outside the global north – but there are still challenges
Vlogs by the Nigerian content creator Tayo Aina, on anything from Nigeria’s japa (emigration) wave and voodoo festivals in Benin, to time with the Afrobeats star Davido or the last hunter-gatherer tribes in Tanzania, can garner millions of views on YouTube.
Aina, 31, who started his channel in 2017 while working as an Uber driver, says it helped him to see parts of Nigeria he had never had the chance to visit before. Using his iPhone, he began to make mini-adventures of his work trips, taking breaks to document the places he visited, and telling stories not covered by mainstream media.
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