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Baseline Media and Entertainment is set to excite the entertainment landscape as it launches its new show, ‘Grown and Sexy.’
The show will reveal how African bourgeoisie navigate fashion, entertainment and lifestyle to attract social credibility. It will also feature how fashion, hospitality and social media visibility is
redefining class across the continent.
Billed to begin on September 1, the black-tie entertainment experience created around elegance and sophisticated social connection promises to challenge viewers into the ever-evolving world of the high and mighty.
Managing Director, Baseline Media & Entertainment, Abosede Shafe, explained that the decision to launch the campaign nationally reflects the scale of the brand’s vision.
“We are not simply announcing another entertainment event. We are introducing a new experience and beginning a conversation about what premium entertainment from Africa can look and feel like.
“Everything about this campaign has been designed intentionally, ranging from the intrigue surrounding the name to the way the story will gradually unfold.”
Shafe stated that the show represents Baseline’s ambition to build an entertainment property with a distinctive identity and long-term cultural relevance. “Its proposition is simple but deliberate: exceptional music presented within an environment of elegance, luxury and impeccable hospitality.
“It is entertainment designed for an audience that values not only who is performing but also where they are, who they are surrounded with and how the entire evening makes them feel,” she said.
For Shafe, this distinction represents the future of premium live entertainment. “The modern luxury audience is looking for more than access. They want experiences that feel personal, intentional and memorable.
Grown and Sexy has been created around that philosophy. Every touchpoint must communicate quality,” she stated.
The launch of the campaign will see Grown and Sexy gradually introduced to audiences in a coordinated national media rollout through a progressive storytelling strategy designed to build curiosity, conversation and anticipation.
“For us, this is bigger than one campaign,” Shafe noted. “It represents where Baseline Media and Entertainment is going as a brand.
We are building experiences and intellectual properties that can originate in Nigeria, speak to Africa and ultimately command international attention.”
