E.A.T.O.W. is set to bring together key figures from the UK and Nigeria’s creative industries at the House of Lords on Thursday, March 27, 2025. The event, themed “The Global Rise of Nigerian Soft Power: Building Bridges Across Borders,” will feature Honourable Obi Asika, Director-General of the National Council for Arts and Culture (NCAC), Nigeria, in an exclusive discussion on the global influence of Nigeria’s creative industries.
Organized by Eryca Freemantle and Associates in collaboration with Bolaji Olatoye and Yemisi Mokuolu, the gathering will attract business leaders, policymakers, and cultural innovators from both nations. It aims to foster cross-border collaboration, explore the economic potential of creativity, and promote shared cultural partnerships. Following the session at the House of Lords, a private evening reception will provide dignitaries and invited guests with an opportunity for networking and further partnership development.
Honourable Obi Asika expressed his enthusiasm for the event, emphasizing the role of Nigerian creativity in shaping global conversations. He noted that with Nigeria’s diverse culture, spanning over 500 languages, the nation’s talent both at home and in the diaspora is world-class. By partnering with UK industry leaders, new opportunities for expansion and collaboration can be unlocked. He also commended Eryca Freemantle for spearheading the initiative and described the event as a significant step toward global partnerships.
The event will include a keynote address by Honourable Obi Asika, where he will discuss cultural relations, economic growth through creativity, and opportunities for Nigerian talent on the global stage. It will also serve as a strategic networking platform for UK politicians, business executives, and creative entrepreneurs to forge meaningful connections. Additionally, there will be a showcase of Nigerian creative innovations, demonstrating how the industry is driving economic transformation and earning global recognition.
Eryca Freemantle, CEO of E.A.T.O.W., highlighted the importance of this engagement in strengthening UK-Nigeria relations. She stated that by fostering collaboration, education, and innovation, the initiative aims to empower creatives on both sides, reinforcing the cultural and business ties between the two countries.
Honourable Obi Asika is widely recognized as a visionary leader in Nigeria’s creative and cultural industries. As the founder of Storm 360/Storm Records, he played a pioneering role in the global rise of Afrobeats, launching some of Nigeria’s most successful artists. His influence extends to television, having been instrumental in major productions such as Big Brother Nigeria, The Apprentice Africa, and Dragons’ Den Nigeria. Over the past three decades, he has contributed to policy development in culture, media, and sports, serving on more than 15 national committees. He was Nigeria’s first Presidential Senior Special Assistant on Digital Policy & Social Media and currently co-chairs the UK-Nigeria technical working group focused on enhancing cultural and creative collaborations.
On the global stage, Asika has served on the Advisory Board of Africa No Filter, the Smithsonian National Museum of African Art, and the Africa Soft Power Project. His work has earned him numerous accolades, including an induction into the Afrobeats Hall of Fame (2022) and recognition as a Cannes Lions Jury Member (2024).
The event will take place at the House of Lords, London, from 12:00 PM to 4:00 PM. Attendance is strictly by invitation and will feature a select group of policymakers, industry leaders, and cultural influencers.
E.A.T.O.W. (Embracing All Tones of Woman Ltd) is a global organization committed to strengthening international connections through culture, creativity, and collaboration. Its mission is to empower creative professionals, promote cross-cultural partnerships, and drive innovation that inspires global change.
With a focus on expanding Nigeria’s creative influence and fostering long-term partnerships, the event is expected to set the stage for future collaborations between Nigeria and the UK in the cultural and creative sectors.