Parallax Media Group Bets on Youth Skills as Nigeria’s Creative Economy Expands

Chiemelie Ezeobi

As Nigeria’s creative industry continues to emerge as one of the country’s most powerful economic engines, Parallax Media Group (PMG) is positioning itself to help young Nigerians and small businesses tap into opportunities in content creation, digital storytelling, and media entrepreneurship.

Speaking during a media parley facilitated by Mr Eki Adzufeh the executive secretary Media independent practitioner association of Nigeria (MIPAN) in Lagos on Tuesday, Osayuwamen Saleh, founder and group managing director of PMG, said the company was intentionally building a media ecosystem focused on youth empowerment, skills development, authentic storytelling, and business growth.

“The media has the capacity to influence millions of people in a split second,” Saleh said. “What we’re intentionally doing is creating content that shapes mindsets, ideas, and narratives.”

Her comments come at a time when the global creative economy is experiencing rapid expansion. According to data from the International Finance Corporation, the creator economy alone is estimated to be worth $250 billion globally and is projected to reach $480 billion by 2027.

Founded in 2019, Parallax Media Group operates across content production, media consulting, digital content creation, live streaming services, corporate communications, media training, and youth development initiatives.

The company also runs Upgrade TV, Parallax Media Academy and Parallax Creative Youth Foundation, platforms designed to support entrepreneurs and emerging creators.

Saleh argued that storytelling remains one of the most powerful tools available to small businesses.

“If we tell your story the right way, people will want to buy your product,” she said.

Some stakeholders at the media parley commended the company’s efforts in creating impactful content and supporting business visibility through storytelling.

Janet Alayande of All Seasons Zenith said she had followed PMG’s work closely and was impressed by the quality of its productions and programming.

“I have had the opportunity to see firsthand what Parallax Media Group is all about, and I must say I am impressed by the quality of their work,” Alayande said. “I enjoy the shows they produce and the content they continue to create. It is clear that the team is passionate about delivering value through media and storytelling.”

She expressed confidence in the company’s future growth and its ability to create value for businesses and audiences.

“I want to wish the company continued success and growth in all its endeavors,” she said. “I am also confident that many of my clients will recognize and appreciate the value that Parallax Media Group brings to the media space.”

The company currently employs about 40 people directly and believes stronger support for small businesses could create a multiplier effect on employment and economic growth.

That view aligns with broader industry research showing that the creative sector generates substantial economic spillovers. Studies indicate that for every $1 invested in the creative economy, approximately $2.50 in wider economic value is created, supporting jobs across production, marketing, advertising, technology, legal services, and distribution.

Fighting Misinformation in the AI Era

The company is also focusing on information integrity at a time when artificial intelligence is transforming media production. According to Saleh, Parallax prioritises research, verification, and partnerships with established media organisations before publishing information.

“We don’t rush to be the first to break news,” she said. “We allow the news to settle, analyze it, and then educate people.”

While acknowledging AI’s ability to improve efficiency in content production, she warned against its misuse and called for responsible adoption across the industry.

“AI is a powerful tool, but it should not replace human judgment, creativity, and responsibility,” Saleh said. “The future belongs to those who can combine technology with authentic human storytelling.”