PMG focuses on youth skills as Nigeria’s creative economy grows

 

As Nigeria’s creative economy continues to expand, Parallax Media Group (PMG) says it is investing in youth development, digital storytelling and media skills to help young Nigerians and small businesses participate in the sector’s growth.

Speaking during a media parley facilitated by Eki Adzufeh, Executive Secretary of the Media Independent Practitioners Association of Nigeria (MIPAN), in Lagos on Tuesday, the founder and Group Managing Director of Parallax Media Group, Osayuwamen Saleh, said the company was building a media ecosystem that supports skills development, entrepreneurship and responsible storytelling.

“The media has the capacity to influence millions of people in a split second,” Saleh said. “What we’re intentionally doing is creating content that shapes mindsets, ideas, and narratives.”

She said media should not only inform audiences but also help businesses communicate their value and connect with customers through storytelling.

“If we tell your story the right way, people will want to buy your product,” she said.

Founded in 2019, Parallax Media Group operates in content production, media consulting, digital content creation, live streaming, corporate communications and media training. The company also runs Upgrade TV, Parallax Media Academy and the Parallax Creative Youth Foundation, which provide training and opportunities for young creators and entrepreneurs.

Industry data from the International Finance Corporation estimates the global creator economy is worth about $250 billion and could reach $480 billion by 2027, reflecting the growing economic importance of digital content and creative businesses.

Participants at the media parley said the company’s work had contributed to business visibility through media and storytelling.

Janet Alayande of All Seasons Zenith said she had followed the company’s activities and appreciated its approach to content production.

“I have had the opportunity to see firsthand what Parallax Media Group is all about, and I must say I am impressed by the quality of their work,” Alayande said. “I enjoy the shows they produce and the content they continue to create. It is clear that the team is passionate about delivering value through media and storytelling.”

She added: “I want to wish the company continued success and growth in all its endeavors. I am also confident that many of my clients will recognize and appreciate the value that Parallax Media Group brings to the media space.”

The company currently employs about 40 people directly and believes stronger support for small businesses could increase employment across related sectors.

Saleh also addressed the growing use of artificial intelligence in media, stressing the need for accuracy and responsible reporting. She said Parallax Media Group prioritises research, verification and collaboration with established media organisations before publishing information.

“We don’t rush to be the first to break news,” she said. “We allow the news to settle, analyze it, and then educate people.”

While acknowledging AI’s role in improving efficiency, she said it should support rather than replace editorial judgement.

“AI is a powerful tool, but it should not replace human judgment, creativity, and responsibility,” Saleh said. “The future belongs to those who can combine technology with authentic human storytelling.”