Livespot and State of the Art Campaigns: Disrupting Nigeria’s Multibillion Naira Marketing Communications Industry with Dynamism

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For many years, Nigeria’s marketing communications industry has been highly competitive and segmented; run by a proliferation of companies playing individually in niched parts such as advertising, public relations, digital marketing, experiential marketing, media buying and so on. With advertising alone recording above-the-line spend of N97.9 billion in 2015, and digital marketing’s estimated revenue at $2 billion in 2015, it is safe to say the industry is undoubtedly one of Nigeria’s top service industries.

With shifting client-consumer preferences, consistent changes in technology, and disappearance of big budgets, Marcoms in Nigeria faces major challenges like storytelling and extreme segmentation with template solutions being offered on a day-to-day basis.

Few companies such as Livespot Group, owned by Deola and Dare Art Alade, are able to apply empathetic storytelling, futuristic strategies, and offer holistic services under one body. The company, from inception in 2013, has been treading disruptive paths to building a world-class 360 marketing communications company by executing industry redefining projects and talk-of-the-town concepts.

According to Femi Osinubi, a Technology, Information, Communications and Entertainment (TICE) Industry Leader at PwC Nigeria, a user’s experience is what bridges the gap between brands and their users. In a PwC report, he noted that the way to achieve this was to capitalize on emerging technologies to delight users in new ways and provide superior user experiences.

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By following this approach, Livespot has been able to turn consumers into fans and advocates by merging entertainment and marketing and also aiming for the heart rather than the head. The company has put together some of Nigeria’s most remarkable experiential and digital marketing campaigns and concerts in recent times.

Between 2014 and 2016, Livespot was responsible for Darey Art Alade’s Love Like a Movie which saw in attendance of some of the world’s top celebrities — Kim Kardashian, Kelly Rowland, and Ciara. Love Like a Movie has been voted one of Nigeria’s best music concerts of all time.

In December 2017, Livespot handled production, experiential marketing and digital engagement of Falz’s debut concert tagged The Falz Experience which was later described by Nigerians as “The Best Music Concert of 2017”. Being the most successful and highest ranked music showcase of 2017, the concert generated renewed attention and investment which will result in a second edition.

Livespot has gone beyond the borders of entertainment to work with leading brands such as Airtel for its ‘Data Life’, ‘Smart Connect’ and ‘By Your Side’ campaign, GTB’s Fashion Weekend, United Bank of Africa (UBA), Heineken, World Economic Forum, First Bank and so many more providing integrated marketing solutions.

Read Also:  Nigeria Internet access revenue to hit $4.4b
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Considering the background of the founders, Deola and Dare Art Alade — the former, a creative designer, record label CEO, and the latter, a singer-songwriter and producer — one would wonder how they were able to make a dramatic shift from succeeding in design and entertainment to breaking barriers in marketing.

Commenting on this, Dare Art Alade, Executive Creative Director, Livespot noted:

“The creative revolution Livespot brings to the marketing industry is based on years of commendable work and a track record of excellence. We thrive in applying our immense creativity to providing real, exciting marketing solutions for all our clients. We are a 360 creative collective of the digital era, unified by a passion for developing disruptive ideas that convert consumers into fans.”

Speaking at a media day which held at their office in Ikeja on Tuesday, November 13, 2018, Deola Art Alade, CEO, Livespot said, “We define and grow exceptional brands through a carefully refined system of ideation and creative development, then leverage our extensive resource network to communicate the brand across multi-platforms.”

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Deola Art Alade studied Graphics at Obafemi Awolowo University. She is a member of Interior Designers Association of Nigeria while her husband-partner Darey Art Alade studied Music at the University of Lagos. He was launched into international limelight with his excellent performance as a contestant on Project Fame Africa in 2004. He has since gone on to release critically-acclaimed works, including Fuji, Escalade, Not the Girl and Pray For Me featuring the Grammy award-winning band, Soweto Gospel.

Based in Lagos, with offices in Abuja, and consultants working from different cities around the world, Livespot is a member of the Advertising Agencies Association of Nigeria (AAAN).

American marketing author and professor, Philip Kotler once said, “integrated marketing communications is a way of looking at the whole marketing process from the viewpoint of the consumer.” Being able to tell one story across different user touchpoints as Livespot has done for its brands is important and is what would define the growth of agencies in Nigeria’s highly competitive marketing communications sphere.

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Livespot and State of the Art Campaigns: Disrupting Nigeria’s Multibillion Naira Marketing Communications Industry with Dynamism - Brand SpurLivespot and State of the Art Campaigns: Disrupting Nigeria’s Multibillion Naira Marketing Communications Industry with Dynamism - Brand Spur

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Livespot and State of the Art Campaigns: Disrupting Nigeria’s Multibillion Naira Marketing Communications Industry with Dynamism - Brand SpurLivespot and State of the Art Campaigns: Disrupting Nigeria’s Multibillion Naira Marketing Communications Industry with Dynamism - Brand Spur

Latest News

Asia Pacific Rayon Raises US$300m from National and International Affiliated Banks to Expand Production Capacity

  • Continued capital expenditure aims to boost production and support the recovery of Indonesian economy
  • Loan agreements aligned with Indonesian Government's strategy to drive investment growth in 2021
  • APR is a member of the RGE group of companies


JAKARTA, INDONESIA - Media OutReach - 12 April 2021 - Asia Pacific Rayon (APR), the largest integrated rayon fiber producer in Indonesia, today announced that it has secured a syndicated loan facility of Rp 4.5 trillion (US$300 million) with national and international affiliated banks. The funding will be used to support continued capital investment in the company's production facilities at Pangkalan Kerinci, Riau Province, Sumatra.

APR is vertically integrated through its supply chain, from renewable fiber plantations to high-value textile development. It commenced operations in 2019 and was formally inaugurated by President Jokowi Widodo in February 2020. APR plans to increase its production capacity over the coming year to capture the strong growth potential of viscose staple fiber (VSF), strengthening its market position in Indonesia and in export markets across the region. APR is a member of the RGE group of companies. Founded by Sukanto Tanoto, RGE manages a group of resource-based manufacturing companies with global operations.

The syndicated loan participating banks are PT Bank Rakyat Indonesia (Persero) Tbk, PT Bank Central Asia Tbk, PT Bank Pan Indonesia Tbk, PT Bank Pembangunan Daerah Jawa Barat, PT Bank Woori Saudara Indonesia 1906 Tbk and PT Bank KEB Hana Indonesia

The joint mandated lead arrangers and bookrunners for the syndicated loan are PT Bank Rakyat Indonesia (Persero) Tbk, PT Bank Central Asia Tbk, and PT BANK Pan Indonesia Tbk.

Basrie Kamba, Director, Asia Pacific Rayon, said: "This funding will be used to support continued investment in our operations in Kerinci. Rayon fiber, or viscose, is a textile raw material derived from sustainably managed plantations. As rayon is both renewable and biodegradable, it supports the trend towards sustainable fashion in Indonesia and in other markets around the world."

APR's planned expansion is aligned with the Indonesian Government's strategy to increase investment and boost employment to support the recovery of the country's economy and address the continued impact of the COVID-19 pandemic. Following the passing into law of the Omnibus Bill in October last year to streamline investment and stimulate job creation, President Widodo said last month that investment would be the key factor in achieving 5% economic growth in 2021.

"This loan facility and our continued investment in our operations are evidence of the growth potential of the viscose rayon sector in Indonesia and around the world. We are committed to supporting the Indonesian Government's efforts to improve the investment climate in export-oriented manufacturing industries, and its efforts to create upstream jobs in plantations and the processing of raw materials, and downstream opportunities in textile factories and related businesses," said Basrie.

Hari Setiawan, Executive Vice President of PT Bank Rakyat Indonesia (Persero) Tbk said : "As Representative of JMLAB and all lenders, I hope this collaboration will be useful to support the growth and development of PT Asia Pacific Rayon in increasing production and operations and also supporting the recovery of Indonesia's export growth."

"Support from BCA and other Banks reflect our confidence in APR, and as our contribution to promote a sustainable and environment friendly industry. We hope this cooperation will tighten our relationship as well," said Susiana Santoso, Executive Vice President of PT Bank Central Asia Tbk.


About Asia Pacific Rayon

Asia Pacific Rayon is the first fully integrated viscose rayon producer in Asia. Located in Pangkalan Kerinci, Riau, the company uses the latest production technology to produce high-quality rayon to meet textile needs. APR is committed to becoming a leading viscose rayon producer with the principles of sustainability, transparency and operational efficiency, serves the interests of the community and the country, and provides value to customers. APR is part of the RGE (Royal Golden Eagle) group of resource-based manufacturing companies. Sustainability is fundamental to APR. The APR Sustainability Policy, updated in September 2020, include additional commitments on pulp sourcing and clean manufacturing.


About RGE

RGE Pte Ltd manages a group of resource-based manufacturing companies with global operations. Our work ranges from the upstream, comprising sustainable resource development and harvesting, to downstream, where our companies create diverse value-added products for the global market. Our commitment to sustainable development underpins our operations, as we strive towards what is good for the community, good for the country, good for climate, good for customer, and good for company. RGE was founded in 1973. The assets held by RGE companies today exceed US$20 billion. With more than 60,000 employees, we have operations in Indonesia, China, Brazil, Spain and Canada and continue to expand to engage newer markets and communities. www.rgei.com

Livespot and State of the Art Campaigns: Disrupting Nigeria’s Multibillion Naira Marketing Communications Industry with Dynamism - Brand Spur
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