MOI Awards 2025 began its Media Visionary story by looking at who is changing how Nigerians see and hear themselves, and Masoyinbo came into sharp focus.
Masoyinbo has taken a bold route: building an engaging, modern show around a Nigerian language and culture at a time when many creators feel pressured to stick to English. The project shows that content can be smart, entertaining and commercially viable while still being proudly rooted in local identity.
Through its format, Masoyinbo blends humour, learning and competition in a way that pulls in young audiences and makes them feel at home in their own language again. It treats indigenous knowledge, proverbs, expressions, cultural references not as something outdated but as something stylish and worth celebrating on a big stage.
MOI Awards honoured Masoyinbo as Media Visionary of the Year because it represents a different kind of media leadership: one that protects culture while embracing modern production and digital platforms.
At a time when global content often drowns out local voices, Masoyinbo shows that building in your own language is not a weakness—it is a powerful creative advantage.
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