BBNaija Season 10 top-five housemate Kola Omotoso has urged creators to focus on sustainability over virality, stressing the importance of intellectual property and understanding the rights that govern their work. 

He shared his insights during a panel session on Friday, October 29, at NECLive 2025, where industry leaders explored ways to grow Africa’s creative economy.

“Sustainability is not about going viral. I believe that a lot of content creators need to be in a place where they understand the quality of good content. Also, have intellectual property ownership,” Omotoso said. 

He added that creators and platforms must work together for mutual benefit. “We both need each other in the best way possible. It makes things easier for us and gives us scaled value in everything we’re trying to do,” he added.

Omotoso’s comments were part of a wider discussion on the economic impact of BBNaija. Atinuke Babatunde, Executive Head of Content and Channels, West Africa at MultiChoice Africa, emphasised the show’s role in Africa’s creative ecosystem. “BBNaija is not just a show; it’s an economic stimulus plan, and its ripple effect fits directly into the next pillar of the African creative ecosystem,” she said.

The session unpacked how platforms like MultiChoice are not just broadcasting content but building ecosystems by fueling innovation, driving collaboration, and helping creators take African stories to the world.