By Olayinka Ajayi

Fisayo Beecroft is the Managing Director of a leading event management company in Nigeria, Eventful. In this interview, he speaks on the urgent need for event industry across Africa to leveraging on technology, creativity, and cultural insight to compete with the West on international events. Excerpts:

As Nigeria’s Afro/pop music is gaining global recognition alongside with events and cultural festivities, what are the emerging trends in the event industry, West Africa particularly in Nigeria?

Just as the music industry, the event industry in Nigeria and across West Africa is going through a transformation; it’s quite exciting. One major trend is the rise of hybrid events. The pandemic pushed us in that direction, and now it’s become standard. We’re seeing more events that blend physical and digital elements, especially to reach international audiences or those who can’t attend in person. Another big one is the use of immersive technology, things like Augmented Reality (AR) and Virtual Reality (VR).

They’re adding a new layer of creativity to events. Instead of just having a static setup, attendees can now interact with digital experiences in real time, which amps up engagement. Sustainability is also becoming a core focus. We’re seeing a shift, especially from younger audiences, who are more eco-conscious.

Planners are now thinking about things like recyclable materials, reducing waste, and choosing venues that align with green practices. It’s no longer just about the glitz; it’s about being responsible, too.
Another interesting shift is toward experience-driven events. People don’t just want to sit and watch anymore; they want to participate, engage, and feel like they’re part of something memorable. So events are becoming more immersive and personalised. And of course, we can’t ignore the impact of influencers. They’re now a key part of event strategy, especially for lifestyle and youth-focused events. Their presence can drive buzz and attendance, sometimes more effectively than traditional media.
So overall, it’s a very dynamic time for the industry, tech, sustainability, personalisation, and digital engagement are shaping what the future looks like.

What approach have you adopted to meet the expectations of Gen Z and millennials?

That’s part of the reason we created our youth-focused arm EventfulPlus, we’ve shifted toward more interactive formats because this generation wants to participate, not just observe. So whether it’s live polls, gamified elements, or even crowd-sourced content, we design our events to make them feel involved every step of the way. We also make a big effort to leverage technology. From livestreaming to virtual reality experiences, we’re always thinking of how tech can make the experience more immersive. It’s about meeting them where they are on their devices, in real time, with content that excites them. Then there’s curated content. We’re always paying attention to what matters to young people, including topics such as lifestyle, fashion, sustainability, inclusivity, and cultural relevance. We don’t just follow trends; we tap into the conversations they’re already having so our events feel fresh and meaningful. And of course, social media plays a huge role. Our events are designed to spark conversations online. We use social platforms not just to promote but to build communities before, during, and even after the event. It’s all about creating that ongoing connection, not just a one-time experience. So it’s about blending creativity, technology, and cultural insight to deliver events that truly resonate with this generation.

How does innovation come into play in event curation?

Innovation is truly at the heart of everything we do. We constantly asked ourselves, ‘How can we do things differently?’ How can we make things better for our clients and their audiences? One key area is personalisation. Thanks to technology, we’re able to craft tailored experiences that feel unique to each attendee. Whether it’s personalised event schedules, interactive sessions, or even customised merchandise, innovation helps us connect with people in more meaningful ways. A great example of this was WEMA Bank’s 80th anniversary celebration. We used a blend of tech and creativity to deliver an unforgettable, personalised experience for both virtual and in-person guests.
The traditional event model has evolved, and we’ve embraced hybrid and virtual formats that extend our reach without compromising on intimacy or impact. It’s about meeting people where they are while still delivering the magic they expect. For us, innovation isn’t just a buzzword; it’s the lens through which we design and deliver every experience.
It’s about blending creativity, technology, and cultural insight to deliver events that truly resonate with this generation.

What feedback do you use to evolve continuously, and how do you measure the success of each event?

For us, measuring success goes beyond just how well the event looked; we rely heavily on post-event surveys. Attendee feedback gives us real insight into what worked, what didn’t, and where we can improve. Hearing directly from the people who experienced the event helps us refine our strategy for the next one. Then there’s the brand and sponsorship angle. A successful event should strengthen our relationships with partners and sponsors. If an event leads to repeat collaborations or opens the door to new brand opportunities, that’s a clear indicator that we’ve done something right in terms of market positioning. Every piece of feedback is an opportunity to evolve; it means adjusting the format, enhancing digital interactions, or simply making the guest experience smoother. We treat each event as a learning experience, and that’s what keeps us growing.

In what ways are you investing in the professional development of young event managers?

This is a core part of our mission. We are deeply committed to nurturing young talent, not only as an investment in our company’s future but also in the future of the events and creative industries across Africa. We believe in providing young professionals with meaningful, hands-on experience that prepares them for real-world challenges. One of our key initiatives in this regard is our collaboration with the Terra Academy for the Arts (TAFTA), which is focused on equipping young Nigerians with practical, industry-relevant skills. This partnership addresses a critical gap in the creative sector; its immense potential often contrasts with limited accessible infrastructure for emerging talent. Through this initiative, we aim to bridge that gap and empower the next generation of creative professionals.
The most compelling demonstration of our commitment to professional development is The Business Pitch, the company’s flagship programme and a proven launchpad for aspiring entrepreneurs, especially within the fashion and creative industries. Through this initiative, young founders have the opportunity to present their ideas to a panel of experienced business leaders, competing for access to funding and mentorship, two critical resources often out of reach for early-stage innovators.

What’s your process for building and sustaining events like Fashion Souk, which is now a cultural buzz over the years?

Fashion Souk has truly grown into more than just an event; it’s become a cultural touchpoint that people look forward to every year. And that kind of loyalty doesn’t happen by accident; it takes intentionality.
One of the big things we focus on is post-event engagement. The experience doesn’t end when the doors close. We keep the momentum going by sharing behind-the-scenes moments, highlight reels, and designer interviews, and we encourage attendees to share their photos and stories. It turns into a shared conversation that continues well after the event ends. We’re also very strategic about building anticipation. In the weeks leading up to Fashion Souk, we roll out teasers, countdowns, and sneak peeks all designed to build excitement. Social media is a huge tool for us in that regard. It assists us in maintaining a high level of awareness and establishing direct connections with our audience.
Then, there’s the power of community and influence. We collaborate with influencers, celebrities, and tastemakers whose voices carry weight in the fashion and creative scenes. When they champion the event, it naturally amplifies the buzz and strengthens that sense of “you have to be there”. This is also applicable to some of our events, such as the Africa Gaming Expo and Homecoming.

What does the future hold for you in the next five years?

We have bold plans in the pipeline that are all about growth, innovation, and deeper connection.
We’re looking to collaborate more broadly across industries, partnering with global brands, tech innovators, or influential creatives. We want to keep elevating our events to world-class standards. We’re also gearing up for regional expansion. The goal is to take some of our flagship events beyond Nigeria into other West African markets. We believe in building a truly pan-African brand that celebrates culture and community across the continent. On the innovation front, we’re actively exploring new technologies, from virtual and augmented reality to AI-driven experiences, all aimed at making our events even more immersive and engaging. We want our audiences to experience events, not just attend them. And of course, we’re placing a stronger emphasis on sustainability. As we grow, we’re committed to adopting eco-friendly practices that align with both global standards and the values of our audience. It’s not just about creating memorable moments; it’s about doing it responsibly.

The future of the events industry in West Africa is incredibly bright, and we’re excited to be part of that journey. We’re seeing a huge shift driven by technology and digital engagement. More than ever, people are connecting across borders, and that’s opening up new opportunities for international recognition. I believe we’ll start seeing more West African events featured on the global stage, with a strong move toward hybrid and virtual experiences.