The Imminent Rise of ‘Podcastars’

During its infancy in the early 2010s, podcasts as a broadcast medium were relatively unknown. This was due in part to limited internet access and the continued dominance of the FM radio. Many of the podcasters were tech-savvy individuals who were already active in global online communities and were familiar with digital content creation. Others were bloggers and journalists looking for new ways to distribute their content.

In previous years, these individuals might have considered seeking jobs in traditional broadcasting, or may have decided to set up their own radio station altogether. However, the difficulty involved in getting a radio operating license as well as the rising costs of purchasing and shipping broadcasting equipment to Nigeria led many to reconsider. In addition to this, Nigerian radio stations were (and continue to be) subject to politically motivated bans and censorship from the Nigerian Broadcasting Commission.

Though podcasting pioneers saw the medium as a way to expand their reach beyond traditional media outlets and reach a more global audience, it was still a risky venture. The concept of streaming audio content on demand was relatively foreign, and many Nigerians were neither familiar with the technology nor the term ‘podcasting’.

Many of those who did it anyway had to endure abysmal production quality, as the technology and expertise needed for crisp recording and post-production was not readily available. Immanuel Anosike, who could be considered as one of the very few pioneers of podcasting in Nigeria and the host of The Class Prefects recalled the time when he and his friends started the podcast in an interview with The Republic; ‘If you were to listen to our old episodes,’ he said, ‘you’d literally hear the fridge humming in the background. We just had a basic microphone, my laptop, we used to sit on the floor and just talk.’

Despite these challenges, a small community of Nigerian podcasters began to emerge. As more Nigerians began to use smartphones and other mobile devices to access the internet, they also began to discover and consume a broader range of new media offerings, including podcasts. Today, listeners have access to over 2.9 million podcast titles though Spotify. This trend will only intensify with the increasing availability of high-speed internet and the proliferation of smartphones. According to a report by Statista, Nigeria had nearly 84 million internet users as of 2022, and this figure is projected to grow to 117 million internet users by 2027. The market potential for podcasts is clearly expanding.

One test of the efficacy of a media platform is how much effect it has on people, culture and society. Within this context, podcasts are easily one of the most influential platforms in Nigeria’s media ecosystem today.

Podcasts have offered Nigerians an avenue to express their personal narratives and experiences in ways that were not previously possible. Creators can now build an audience while speaking their truth—no matter how taboo or controversial. Through podcasts, marginalized communities have been given a voice, and critical discussions around pertinent social issues have been ignited. For instance, Nigeria’s criminalization of same-sex sexual activity has resulted in increased discrimination and violence against the LGBTQ+ community, fuelled by religious fundamentalism and conservative cultural values. Podcasts such as No Strings Podcast, Queer Talk With Nini, and Queer City are working to promote positive discussions around LGBTQ+ issues in Nigeria by documenting queer narratives, dispelling negative stereotypes and raising awareness and understanding of and about queer people. These platforms are challenging commonly held misconceptions about the LGBTQ+ community and providing a safe space for queer individuals in Nigeria.

Similarly, the ‘Body Positivity’ episode of The Honest Bunch podcast illustrates how podcasts have been used to spark critical conversations around taboo social issues. A particularly controversial portion of the conversation set virtual social spaces alight, and helped facilitate engagement between doctors, sexual health professionals and the public. The trend of openly discussing one’s sexuality is undoubtedly influenced by younger generations and the internet, and catalyzed by the uptake in podcasting culture. A few years ago, it would be unthinkable to have such revelatory and intimate discussions on a mainstream media platform. Today, it is commonplace.

By sharing personal stories and experiences, podcast hosts are creating virtual communities where people not only feel empowered to challenge stigmas concerning their own opinions and experiences, but are exposed to fringe topics that expand their worldview. As more Nigerians adopt podcasting, it is anticipated that this medium will continue to play a vital role in shaping Nigerian culture, advancing inclusivity, and promoting social change.

The development of a podcasting culture amongst Nigerians has also created an avenue to encourage deeper youth participation in politics. Today, many podcasts address socio-political issues such as corruption, human rights, and governance—while demanding transparency and responsibility from Nigerian leaders. The 4th Republic Podcast by Culture Custodian, for instance, has helped raise the collective levels of political awareness within their target audience by producing episodes on Nigerian history and interviewing key political actors and thought leaders. During the recently concluded Lagos Gubernatorial election, Gbadebo Rhodes-Vivour, the candidate of Labour Party, made appearances on several noteworthy podcasts, including I Said What I Said and Menisms. The fact that podcast appearances were a campaign priority for the flag bearer of a leading political party signal just how important such platforms have become. In future elections, doing ‘podcast rounds’ to connect with the voting public may be considered just as important as television appearances and social media engagement.

As Nigerians continue to emigrate in large droves, our culture continues to be exported to the far reaches of the world. Consequently, there has been a surge in the number of podcasts hosted by Nigerians abroad—propelled by the popularity of podcasting in these regions. These Nigerians in diaspora have done a lot to promote Nigerian culture abroad. Given the diverse audiences that these podcasts reach, they are effective as tools for building soft power. A notable example of such a podcast is The Receipts Podcast, hosted by Tolani Shoneye, Audrey Indome, and Milena Sanchez. The unique blend of their different experiences has made it one of the most hilarious female-lead podcasts in the UK. Other noteworthy mentions include 3 Shots of Tequila (hosted by Marvin Abbey, Keith Dube and Tazer Black), 90’s Baby Show (hosted by Fred Santana and Temi ‘Alchemy’ Oladimeji) and Rhymeshe (hosted by Teeyana Aromi, Cee Valentina and Ray Sang). These individuals and their platforms have played a significant role, directly and indirectly, in promoting Nigerian pop-culture across various parts of the world.

Anosike concurs with the notion of podcasts as a culture-driver. In his words, ‘Tradition, stories and tales are passed down through generations by oral narration. Oral storytelling is the backbone of culture within African societies. Podcasting is just a modern continuation of a traditional practice.’