In 2013, Lagos audiences craned their necks as aerial acrobats soared overhead, blending theater and music in ways rarely seen on the continent. The production, Love Like a Movie, was unlike anything Nigeria had staged before – part Broadway, part Vegas and one hundred percent audacity.

Behind it were the husband-and-wife duo Darey and Deola Art Alade, who later transformed this creative gamble into an entertainment powerhouse: Livespot360.

“Nobody seemed to understand what we were trying to do. We didn’t even realize how audacious it was. But we did it, and it gave birth to everything we do today,” Darey tells The CEO Magazine.

From problem to platform

For the Art Alades, disruption was a necessity. Both trained creatives – Darey a chart-topping musician and television host and Deola a designer and entrepreneur – they quickly discovered how multinational campaigns in Nigeria were splintered across agencies, each delivering conflicting interpretations.

Deola remembers one Heineken campaign, in particular.

“Every one of the agencies interpreted the brief differently, and that’s when it struck us: What if we could provide all the services in one room?” she says. “That’s how the ‘360’ part of Livespot360 was born.”

Starting out as Livespot Media, the brand had a new comprehensive identity, blending creative daring and operational discipline. Today, Livespot360 is an ecosystem in its own right, spanning live experiences, production, fabrication, talent management and entertainment technology. Its ethos marries creativity with structure and art with commerce.

As Darey says, “Creativity that has no structure is just chaos.”

No matter how dazzling, the couple insists that every project must pass through rigorous scrutiny.

“We treat creativity as both an art and a business,” Deola explains. “Every bold idea is tested against strategy, commercial viability and long-term value.”

That approach has allowed Livespot360 to weather the volatility that has sunk so many rivals. Instead of relying solely on client campaigns, the company builds its own intellectual property from platforms to branded festivals and marketplaces.

“There needs to be strategy,” Darey insists. “You need to question the value and the long-term value. It’s vital to understand how to diversify revenue streams.”

Nurturing the next generation

While Livespot360 has become known for headline-grabbing productions, some of its most important work happens behind the scenes. Entertainment Week Africa (EWA), for example, was born out of a recognition that Nigeria had no clear pathway for emerging creatives to become employable talent.

“You hear people say there are many looking for jobs – but how many are actually employable?” Deola asks. “Some are great, but they lack the opportunity, platform and resources. We saw it as our responsibility to build that bridge. EWA is about closing that gap.”

EWA – the evolution of Entertainment Week Lagos, which launched in 2022 – now includes verticals in fashion, entrepreneurship and live production and positions itself as both a cultural showcase and talent incubator.

“We saw a gap; this urgent need to upskill talent,” Deola recalls. “So through EWA, we can connect talent with the skills and right resources. It’s a huge thing for entertainment.”

Darey and Deola’s rise coincides with Africa’s wider creative renaissance. Afrobeats superstar Davido now headlines Coachella, Nigerian designers are fixtures in Paris and global streaming giants are investing heavily in Lagos. But with this attention, the duo says, comes pressure.

“The opportunity is obvious – we’re finally being seen,” Deola says. “But the responsibility is heavier. We can’t just showcase talent. We have to build the systems, infrastructure, policies, financing and skills.”

Darey adds, “The world is watching. Every genre has its shelf life. If we don’t get this right, the spotlight could fade. Our responsibility is to make this moment a movement that lasts.”

The future is hybrid

Looking forward, the couple are betting on technology to extend Africa’s creative reach. Deola imagines festivals powered by AI, immersive digital activations and creators monetizing directly through online platforms.

“Hybrid is the future,” she enthuses.

“We know live events are powerful, but imagine how, with tech, we can extend and deepen engagement. The lines between content, commerce and community are blurring.”

For Darey though, the question isn’t whether Africa will catch up, but whether it will lead.

“Africa has an opportunity to set trends globally,” he says. “We are now part of the global culture conversation.

“And we’re playing at the highest levels. So the future isn’t about catching up – it’s about leading. Now that we’re in the conversation, we might as well start dreaming about what comes next.”

For now, the couple say they’re most looking forward to Detty December, a month-long celebration of music, culture and nightlife that completely transforms Nigeria for the month of December.

“It’s Africa’s real summer,” Deola says with a smile.

What began as scattered parties has become a cultural phenomenon. This year, Livespot360 plans to take it even further, scaling up the experience and solidifying Nigeria’s status as a global creative hub.

But as with everything the couple takes on, their goal isn’t just to entertain – it’s to leave a mark.

“We want to look back and say that we created memories and moments that define an era. It goes beyond us as individuals,” Darey says.

“We’d love Livespot360 to be remembered for being the bridge that carried African culture to the world.”

To discover more about Livespot360, visit https://livespot360.com/nation/