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5 Business Lessons to Learn from Showmax’s Freemen

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In Nigeria, entrepreneurship and business enterprises play a pivotal role in the economy, with businesses spread across all corners of the country. However, when seeking advice on business matters, one group stands out – the Igbo people, renowned for their enduring affinity with commerce, notably through the Igbo apprenticeship system.

This system has nurtured numerous millionaires and notable figures in Nigeria’s business landscape. And Showmax’s compelling documentary, Freemen, delves into their journey, showcasing their rise, stories, and the rich culture of the longstanding “Igba Boi” tradition.

From the chairman of Coscharis Group, Dr Cosmas Maduka, to the chairman of Innoson Group of Companies, Chief Innocent Chukwuma, the Founder/Group Executive Chairman, Chicason Group, Sir Alex Chika Okafor and the renowned entrepreneur Obi Cubana, the documentary imparts invaluable lessons from their experiences and successes.

Here are 5 business lessons we’ve learned from Freemen.

1. You Can’t Do It Alone

In the world of business, collaboration is key. Just like in Igbo apprenticeship where a master mentors their apprentice, building a network of support and guidance can significantly enhance chances of success.

Speaking in the first episode of the documentary, the Executive Producer of Freemen, Nigerian rapper, and actor, Tobechukwu ‘Illbliss’ Ejiofor, emphasised the importance of togetherness in building a successful business empire.

He revealed: “When I came into Lagos, I realised that my journey wasn’t going to be complete if I didn’t create an opportunity for others from my own hustle. When you get in, you bring in your brother; it’s a philosophy that we built and ran with. I just know that I need to be able to get in and pull other people in, showing them exactly what it is that needs to be done”.

Obi Cubana captures it all in the same episode: “Never leave a brother behind”, he concluded.

2. Master One Thing; Not All

According to Freemen, rather than spreading yourself too thin by trying to do everything, concentrate on mastering one aspect of your business.

Dr Cosmas Maduka’s story in episode two of the documentary is a prime example. Having begun his apprenticeship as early as the age of seven, even though he absorbed the knowledge of supply management, inventory control, accountancy, and administration which the Igbo apprenticeship system availed him, he focused on “internal combustion engine” under the tutelage of his uncle who had a catalogue for motorcycles. This led him to discover not just the contents but all the working parts of motorcycles and automobiles.

Unsurprisingly, Dr Cosmas’ breakthrough came from selling motorcycle crash bars, a product in scarce supply, at a substantial markup.

For Chief Innocent Chukwuma, one of Nigeria’s most successful car manufacturers, he had to spend seven months studying and mastering motorcycle parts before proceeding to work with his brother under whose auspices he became an apprentice. Before long, he was able to build a motorcycle by himself. In fact, he once brought the price of a motorcycle down from ₦150,000 to ₦60,000 due to his homemade brand.

In the near future, Chief Innocent Chukwuma aims to produce homemade cars that are cheaper than imported cars, in order to make automobiles more affordable.

3. Keep Developing

Continuous learning and improvement are essential for staying ahead in business. Just as apprentices in Igbo culture undergo rigorous training and skill development, entrepreneurs must continually invest in their own growth and development.

Engr Okezie Onyemelukwe, owner of Soundhouse Digital Multimedia, an independently owned and operated full-service event management company based in Enugu, is a testament to how developing one’s skill and talent can be the biggest pathway to success. In the third episode of Freemen, Engr Okezie revealed how he started from his local church, joining the team in charge of sound production. Before long, he joined his uncle’s music outfit which started with only a keyboard and a microphone. However, he honed his skill for years, ensuring that people rely on him before they can get their music production jobs done.

Today, some of the most competent sound engineers and live event professionals in southeast Nigeria have gone through Okezie’s tutelage as apprentices.

“When people see me driving the cars I drive, they want to be like me,” he said. “But they don’t see all the efforts and discipline that went into getting here. When you want to copy and paste someone’s life, make sure you copy from their past, not only their present”, Okezie said on the importance of discipline and development in running a successful business.

4. Find a Niche, Where There’s a Gap

Identifying an unmet need or underserved market niche is a recipe for success. Similar to how Igbo apprenticeships often specialise in specific trades or crafts, Freemen reveals that entrepreneurs must seek out opportunities where they can fill a gap in the market.

Reflecting on his journey, Dr Cosmas Maduka recalled how he identified a niche market opportunity within Boulos Enterprises. He seized the chance to sell motorcycle crash bars, a product in scarce supply, at a substantial markup. This strategic move propelled his success and layed the foundation for the highly influential business mogul he is today.  By offering unique solutions or products tailored to a specific audience, you can carve out a profitable niche for your business.

5. Be Ready to Serve

At the core of a successful business lies a commitment to serving others. In Igbo apprenticeship, both masters and apprentices understand the importance of service in their relationship.

For Anene Cyril Okeke, CEO of Lastborn Investment Ltd, a business owner who currently has over 14 apprentices working under him and over 20 who have graduated through him, he too had to go through his period of service.

“At a point, I regretted being an apprentice at my brother’s because he was hard on me. I would be the one to go on errands, I would be the one to fetch water, I would be the one to cook”, he said.

“It is now that I know that all of those were trainings that I should have gone through. If not, all the things I know now, I wouldn’t know”.

For Dr Cosmas Maduka, he had to serve and go through the Igbo Apprenticeship System at an early age, leading him to eventually take on the management of automobile branches in Jos, Sokoto, Nnewi, and Lagos.

During his years of service, Dr Maduka was under the guidance of his uncle, who was a motorcycle spare parts trader. However, they lived in humble conditions: “My uncle himself had just started a business and lived in his own uncle’s house in a one-bedroom with his wife. In that bedroom, they used curtains to divide the sitting room from the bedroom. A man that is sleeping in a passage went to get an apprentice so you can know where my bedroom would be,” he said.

That humble beginning of service, which is enclosed in the “Igba Boi” system, not only propelled his success but also enabled him to amass his first million dollars by the age of 24. By 25, his wealth had doubled to more than 2 million dollars.

Freemen is a captivating exploration of the Igbo Apprenticeship System, known locally as “Igba Boi”. Binge all seven episodes of Freemen now on www.showmax.com.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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History as TVC News Unveils Nigeria’s First AI-Powered News Anchors

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TVC News has broken new ground in Nigeria’s media space with the launch of the country’s first Artificial Intelligence (AI) news presenters.

History as TVC News Unveils Nigeria’s First AI-Powered News Anchors

Rolled out in May 2025, the AI anchors will deliver news bulletins in English, Yoruba, Hausa, Igbo, and Pidgin, reflecting the broadcaster’s commitment to technological advancement and linguistic inclusion.

The initiative is designed to enhance news delivery by supporting human journalists, not replacing them.

TVC Communications, the parent company of TVC News, described the development as a milestone in its efforts to integrate cutting-edge technology into broadcast journalism.

“We are thrilled to pioneer this innovation in Nigeria’s media industry,” said Victoria Ajayi, chief executive officer, TVC Communications.

“Our AI news anchors represent a new era in news reporting, and this move underscores our dedication to using technology as a tool for growth and progress.”

Ajayi clarified that the AI-generated content will undergo thorough editorial review.

“Trained journalists and editors will assess every output to ensure it meets our standards of accuracy, balance, and credibility,” she noted.

In response to concerns about the potential misuse of AI, the organisation said it had established rigorous editorial safeguards, including watermarking and verification protocols. It also reaffirmed its adherence to the Nigerian Broadcasting Code and journalistic ethics.

With this launch, TVC News has become a trailblazer in AI-assisted journalism in Africa, setting a bold example for future media innovation across the continent.


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FXTM Academy Hosts Charity Cycling Event, Pedal for Progress

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FXTM Academy recently hosted the Pedal for Progress charity cycling event, bringing together 200 participants from cities across Nigeria, including Port Harcourt, Ilorin, Ibadan, Abeokuta, and Lagos.

Held on Saturday, April 19, the competition featured six race categories—Professional Male, Professional Female, Junior Male, Junior Female, Veteran Male, and Veteran Female—allowing cyclists of all skill levels to compete.

The race began at 8:00 a.m., with Juniors completing 10 laps, Veterans tackling 14 laps, and Professionals racing 20 laps, each lap spanning 2.8 kilometers.

Participants competed for significant cash prizes, with winners in the Professional categories receiving ₦800,000, ₦500,000, ₦300,000, and ₦200,000, while those finishing 5th to 15th place earned ₦50,000 each. Junior and Veteran winners also received substantial rewards.

Spectators and participants praised FXTM Academy for fostering unity, sportsmanship, and talent development, with many eagerly anticipating future events.

The academy emphasized its commitment to empowering communities and promoting values such as perseverance, discipline, endurance, and continuous improvement.

FXTM Academy’s Country Representative, Kelechi Ehibudu, highlighted the academy’s dedication to blending sport, charity, and empowerment, setting a new benchmark for community-focused initiatives in Nigeria.


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Davido Unites Superfans in Lagos for Exclusive 5IVE Album Experience, Powered by Spotify

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To celebrate the release of his fifth studio album, 5IVE Davido hosted a select group of superfans and media at Ona Restaurant in Lagos for an exclusive meet-and-greet, presented by Spotify.

The event offered a rare, behind-the-scenes look at the Afrobeats superstar, with 50 lucky fans and 5 media partners given the chance to connect with the artist in an intimate setting.

Rather than handing out invitations, Spotify put fans to the test, requiring them to pass a five-question quiz on Davido’s music to earn a spot at the roundtable. Once inside, attendees were treated to an afternoon of music, conversation, and surprises. The event was hosted by Ireculture, who set the tone with her infectious energy, while SmallztheDJ kept the vibe going with smooth, Afrobeats-driven selections.

In true Davido fashion, a playful twist took centre stage: after teasing his absence, the artist made a dramatic, surprise entrance, sending fans into a frenzy. The moment was a perfect reflection of Davido’s personality – engaging, unpredictable, and larger-than-life.

Victor Okapala, Spotify’s Artist and Label Partnerships lead for West Africa, noted, “This event is a testament to the power of music to bring fans and artists closer together. Working with Davido on the release of 5IVE highlights the energy surrounding Afrobeats globally, and the deep connection we see between the artist and his fans.”

The event’s highlight was a close-knit roundtable conversation, where fans shared their love for 5IVE, with “10 Kilo” emerging as an early favourite. Each guest left with a gift box featuring five fashion items from Nigerian streetwear brand Severe Nature, who also designed the official 5IVE merch.

Reflecting on his journey, Davido shared, “When you see artists like Beyoncé, Drake, Kendrick Lamar, and Rihanna, you realise the work it takes to get there. This time, I wanted to go all out, and I’m seeing the results.”

Spotify data underscores Davido’s growing global influence. In the past 12 months, his music has been added to over 12 million playlists worldwide.

The artist’s reach spans key markets including Nigeria, the U.S., U.K., South Africa, and France, with 34% of his listeners aged 18-24 and 41% aged 25-34.

As 5IVE continues to captivate listeners, this intimate event further solidified Davido’s position as one of Afrobeats’ leading voices, fostering a deeper connection between him and his dedicated fanbase.


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