The Director-General of the National Council for Arts and Culture, Obi Asika, has hailed the cultural and economic success of this year’s Ojude Oba festival, noting its growing impact with the influence of cultural ambassador Farooq Oreagba.
Asika, in a post shared on Instagram on Friday, shared a recent conversation with Oreagba during the West Africa Economic Summit and praised Oreagba’s authenticity, cultural understanding, and influence in mobilising corporate sponsorship for the festival.
In the accompanying video, Oreagba, who went viral at the 2024 Ojude Oba festival, described this year’s edition as the “biggest ever,” noting the logistical changes made to accommodate an overflow crowd.
He added that his endorsement from Airtel following the 2024 edition spurred a wave of corporate interest in the festival and its participants, highlighting deals involving Goldberg and Polo Avenue.
Oreagba further spoke on the economic impact of the 2025 Ojude Oba festival, saying, “In total, by my rough estimates, in terms of sponsorship for the festival and the riders, we generated over N2bn and according to CNN, within the Ijebu economy, about another $10 million was generated.
“People spent money, all hotels were booked, everything. People had to go and rent hotels outside Ijebu Ode. People were spending money,” he added.
In his post, Asika emphasised the need for improved production, communication, and branding across Nigerian festivals, noting that these elements are key to making such events self-sustaining and impactful.
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