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Meta launches ‘#FlexNaija’ in Nigeria

Meta recently hosted top Nigerian creators across music, art, fashion, tech, and comedy as part of their #FlexNaija campaign, a first-of-its-kind mixed reality event showcasing creativity and imagination as keys to the metaverse.

By Anna B Kiwanuka

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Last week, Meta invited top Nigerian content creators to a first-of-its-kind mixed reality event showcasing creativity and imagination as keys to the Metaverse, as part of its “#FlexNaija” campaign.

The tech company revealed in a press statement, “We held a first-of-its-kind mixed reality showcase and immersive concert in Lagos, Nigeria that focused on inspiring African creators and innovators to co-create an inclusive metaverse.”

According to African Business, this is a first for Meta in Africa for the company to unveil a 360-degree campaign focused on the metaverse and entry points for creators in Nigeria, and across the region.

The event convened more than 300 creators and influencers to step into a multi-sensory experience and explore technologies aimed at inspiring new connections and creations in the metaverse. This included an NFT gallery featuring work from creators like Anthony Azekwoh, Mayowa Alabi (Shutabug), Odion Tobi, moyicii, HADEEART, and TSE STUDIO, an Avatar creation station that taught guests how to create and display a digital version of their most authentic selves and a Meta spark Augmented Reality (AR) space allowing people to explore and create AR filters and displays.

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Speaking about the focus of the event, Ineke Paulsen, Meta’s Director of EMEA Marketing highlighted, ‘The creator community here in Nigeria, and across Africa is exciting to witness, these creators are pushing boundaries and truly having a global impact. We know that the creator community will help to make the metaverse more inclusive and inspiring, with technologies providing limitless opportunities.”

“Flex Naija is a celebration of how communities can push the boundaries of creativity and social connection physically and online. This campaign reinforces Meta’s commitment to supporting African innovators and creators in new ways to express themselves, and we’re excited to continue this journey in showcasing the power of collaboration in the metaverse,” she added.

Derya Matras, Meta’s VP for the Middle East, Africa, and Turkey also commented, “Africa is important to us at Meta, we continue to invest across the region and are committed to co-creating and building technologies that help people connect with friends and family, and grow businesses. We see technology giving people new opportunities every day to become entrepreneurs and content creators, and believe the metaverse has a big role to play here. ‘#FlexNaija’ is an important step in that journey, which celebrates how communities can, and are pushing the boundaries of creativity and social connection physically and online.”

The incubation program for “#FlexNaija,” which was first introduced over the summer, brought together top content producers in the comedy, tech, lifestyle, fashion, and art genres. Participants in the program included Mark Angel Comedy, Ayomidate, Miss Techy, Tolu Bally, and Santi. Through these collaborations, it was hoped to demonstrate the value of teamwork in the metaverse and how communities can push the envelope of innovation and social interaction both offline and online.

Teni, Ayra Starr, and Santi took to the stage with immersive and interactive performances using custom AR filters at the #FlexNaija concert. 

African creators, including those in Nigeria, were able to share their experiences with their friends in the metaverse and explore new ways to express themselves and connect with their communities.


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