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By Kareem Islamiyat
Renowned talent manager and brand strategist, Bernard Okoma, delivered a powerful and thought-provoking session at the 2025 Business of Entertainment Conference (BEC), held at the Landmark Event Center, Lagos. The event, themed “Unlocking Africa’s Creative Potential: Navigating Challenges, Embracing Opportunities,” brought together industry leaders, innovators, and emerging creatives from across the continent to discuss the evolving landscape of Africa’s entertainment and creative economy.
In his session titled “Artist Management: Building Sustainable Careers through Talent Development, Branding, and Strategic Marketing,” Bernard Okoma shared deep insights drawn from his years of experience managing some of Africa’s most successful entertainers.
He emphasized the importance of structure, mentorship, and business intelligence in transforming creative potential into long-term success.
According to Okoma, talent alone is not enough in today’s competitive entertainment ecosystem.
“Artists must understand that creativity is just one part of the equation. Branding, audience engagement, and strategic positioning are what sustain relevance and profitability in the long run,” he said during his presentation.
He also highlighted the critical role of talent managers as architects of career growth, bridging the gap between art and commerce.
Drawing from his work as Head Partner at RawTalent.com, a talent management agency that has represented names like Emmanuella Samuel, Kola Boy, and FunnyBone, Okoma explained how his team’s approach focuses on nurturing both the creative and commercial sides of an artist’s journey.
Participants at the session described his presentation as “eye-opening” and “transformational,” with many noting that his data-backed approach to brand positioning and digital strategy offered practical tools for young creatives and managers seeking to scale globally. The interactive discussion explored topics like brand storytelling, content monetization, fanbase retention, and adapting to market trends across Africa’s growing entertainment sectors.
The Business of Entertainment Conference, organized by Africa Creative Market in partnership with Solvent Media, continues to serve as a vital platform for fostering collaboration and knowledge exchange among industry professionals.
This year’s edition spotlighted the need for innovation, partnerships, and sustainable structures that can propel African creatives into the global spotlight.
Bernard Okoma’s session was one of the most anticipated highlights of the conference, reaffirming his reputation as a visionary leader shaping the future of Africa’s entertainment industry. His closing message resonated deeply with attendees:
“Africa’s creative industry is not just the future, it is the present. The key is structure, consistency, and strategic growth.”
With leaders like Okoma championing professionalism and mentorship, Africa’s entertainment industry continues to expand its global footprint, turning passion into enterprise and creativity into enduring legacy.
