Ehiz Dadaboy radio return highlights medium’s role in Nigerian creative entertainment

A week-long “Radio Is Dead” campaign recently concluded by unveiling Okoeguale Ehizojie, popularly known as Ehiz Dadaboy, as the host of a new breakfast show on Lagos radio. The move underscores radio’s continued relevance in creative entertainment, particularly in music promotion, audience engagement, and cultural connection across Nigeria.

The campaign, which was organised by Lounge Network, featured unbranded placards in Lagos, Abuja, and Benin City that sparked public debate on social media. Lounge Network revealed the initiative live on air, with Dadaboy addressing the mystery directly. “What do you all mean by Radio Is Dead? Radio is Active,” he said. The network’s stations, including Rewind FM and Bside FM Benin, participated with tailored programming that reflected local voices and nostalgia.

Dadaboy hosts the Breakfast Lounge on Lounge FM Lagos from 6 a.m. to 11 a.m. weekdays. He described the show as creating a therapeutic atmosphere for commuters and workers through conversations and music. In an interview with BusinessDay, he emphasised radio’s broad reach. “People say that radio is no longer relevant but there are a number of actions that happen on radio and there a huge number of active listeners on a daily basis. Radio serves not a particular demographic but every one across all ages, race, ethnicity and gender,” he stated.

Lounge Network officials echoed this view. One comment noted, “We never set out to announce the death of radio. We set out to challenge a perception. The response to this campaign has proven what we’ve always believed, radio is active, relevant, and continues to connect people every single day.” Another added that the campaign reaffirmed radio as a powerful platform for storytelling, culture, and connection.

Dadaboy credited personalities behind the mic, such as Kemi “Smallzz” Owatemi on Cool FM Lagos, for bringing life to content. He highlighted radio’s role in bridging technology gaps in rural areas and supporting all industries.

Dadaboy’s career spans radio, television, and creative activities. He built his profile as a radio host before transitioning to television as a video jockey. His return brings experience from on-air hosting, digital content, and entertainment engagements back to the medium.

Radio remains important in the music industry. Artists seek airplay to reach audiences, especially in areas with limited internet access. Turntable Charts provides further evidence of radio’s relevance. The charts combine streaming data with airplay metrics from numerous Nigerian stations, tracked via Radiomonitor.

Their Official Radio Songs chart aggregates spins and impacts, forming a key component of the Nigeria Top 100. This integration shows that radio play contributes significantly to overall song performance rankings, helping artists gain visibility beyond digital platforms alone.

Dadaboy’s return and the campaign demonstrate radio’s adaptability. It maintains live interaction and community presence in creative entertainment, even as consumption habits evolve. The new show includes listener call-ins and reactions, positioning Lounge FM Lagos as a hub for daily engagement.