The Steve Babaeko One — From Hustle to Infrastructure | One2One (S4 E1)

Описание: Africa creates culture. The world captures the value.

In this insightful episode of One2One, Tokunbo Shitta-Bey engages Steve Babaeko, award-winning creative leader and Founder of X3M Ideas, in a wide-ranging and in-depth conversation on “hustle”, infrastructure, and the systems Africa must build to truly own its creativity.

From advertising and storytelling to policy, intellectual property, and platforms, Steve reflects on what it takes to move from individual excellence to industry-level impact.
This episode goes beyond success stories to interrogate the hard questions — Why does Africa export raw talent and import finished value in return? What does it mean to build institutions that outlive their founders? And how do we shift from the raw innovation of hustle to robust, sustainable infrastructure?

This is a powerful conversation about ownership, governance, legacy, and creativity. It is about why Africa’s future depends on thinking bigger and beyond the next win.

🎙 Episode Highlights
The difference between hustle and infrastructure
Why Africa must own distribution, not just talent
Creative industries, IP, and long-term value creation
Building institutions that outlive individuals
Leadership, policy, and the future of African creativity


Chapters
0:00 - Introduction: Africa, Culture & Creative Power
00:17 - Meet Steve Babaeko & the Extreme Ideas Journey
01:38 - Why Africa Creates Culture but Doesn't Capture Value
02:35 - Cocoa, Creativity & the Cost of Exporting Raw Talent
03:48 – Owning Talent vs Owning Distribution & IP
04:56 – The Hidden Economy Behind Global Music Success
06:10 – Infrastructure, Venues & Government’s Role
07:18 – Why Extreme Ideas Refused Foreign “Last Names”
08:15 – Building an Independent African Creative Network
09:20 – Bold Ideas, Risk & Purpose-Driven Creativity
10:53 – Founding Extreme Ideas: Redefining African Advertising
12:03 – Winning Cannes Lions & Putting Nigeria on the Map
13:36 – Recognition, Governance & National Value
14:32 – CSR, Education & Building Legacy Beyond Profit
16:02 – Cultural Power, Platforms & Africa’s Next Move

ℹ️ About One2One
One2One is a flagship conversation series hosted by Tokunbo Shitta-Bey, featuring in-depth conversations with Africa’s most visionary thinkers, innovators, and cultural trailblazers — individuals shaping the continent’s future through ideas, creativity, and purpose.

📡 Broadcast weekly on Channels TV (DSTV) and Channels 24 UK (Sky 515)
🌐 Streamed globally on YouTube, Spotify, and all major podcast platforms

🔔 Subscribe to One2One for more in-depth conversations shaping the future of leadership, governance, and enterprise across Africa.

📺 Watch the full episode on TV:
• DSTV: Mondays at 8:30 PM (Repeat: Saturdays at 3:30 PM)
• Channels 24 UK (Sky 515): Sundays at 1:30 PM (Repeat: Wednesdays at 6:30 PM)