Introducing Gift Edah: The Creative Force Behind Africa’s Leading Brand Experiences

In an enlightening conversation with Business Insider Africa, Gift reveals the intricate journey of Rayvolution Media, offering insights into its soaring trajectory, the myriad challenges faced in large-scale productions, and his audacious vision for the evolution of African media and immersive storytelling.

Question: You’ve built a reputation over 15 years for delivering high-impact multimedia productions across Africa. What originally inspired you to pursue this path in visual storytelling and creative technology?

Gift: From the outset of my career, I realized an intriguing paradox: while technology was central to crafting diverse creative outputs, there was a glaring lack of both resources and expertise available. This challenge ignited my passion for development and laid the groundwork for what would evolve into a consistent, technology-driven avenue for creative expression. Over the years, we have shaped ourselves into a brand recognized for innovation and quality.

Question: Rayvolution Media has executed projects for major brands like Netflix, Samsung, Heineken, and the African Union. What do you think sets your team’s approach apart in such a competitive industry?

Gift: At our core, we thrive on solving complex challenges, especially those that require a dash of creative thinking coupled with an innovative use of technology. Every project begins with a pivotal question: “How can we enhance this? Make it smarter? More meaningful?” This mindset has not only molded our approach but has also opened doors to collaboration with industry giants across various sectors.

Our consistency stems from an unwavering commitment to excellence. We understand that conditions are rarely ideal—timelines may shift, goals can evolve, and obstacles often arise. Yet, our dedication remains steadfast. We approach each challenge ready to roll up our sleeves and deliver creative technology solutions that truly resonate and make an impact.

Question: Your work blends creativity, strategy, and technology. How do you balance these elements to deliver memorable and culturally resonant experiences?

Gift: When faced with a project brief, I dissect the task at hand: identifying which aspects need creative solutions, which require strategic planning, and which demand technological expertise. This methodical approach clarifies the execution process and sets us on a path to success.

The essence of our impact lies in knowing precisely when to embrace strategy, unlock creativity, or allow technology to take the reins. It’s about finding that delicate balance and utilizing the appropriate lens at the right moment—a subtle science, if you will, that yields profound results.

Question: The recent Heineken UEFA Champions League Finals Activation was a remarkable undertaking. Can you elaborate on the design, challenges, and what made that project unique?

Gift: The initial brief arrived unexpectedly, with just 36 hours to execute a complex plan involving two teams—one headed to Lagos, the other to Port Harcourt. Our first challenge was ensuring dedicated internet for both sites. This required our network team to identify the nearest base station and evaluate options for network delivery.

We collaborated closely with our partners at Livespot in Lagos and Expoze in Port Harcourt, ensuring seamless integration with existing audio-visual infrastructures. Once we navigated the logistics of deploying our skilled technicians and necessary equipment, everything fell into place. The execution went smoothly, allowing us to achieve the desired outcomes against considerable odds.

Question: You’ve led over 300 digital storytelling projects and more than 200 live productions. What have been your biggest lessons in managing large-scale productions across international borders?

Gift: The foremost lesson is the value of having precise information about deliverables, the right tools for execution, and an adept team attuned to emerging trends and technologies. It’s essential not to let past successes or failures dictate the outcome of current projects. Each day in this field presents new challenges and opportunities for growth.

Question: Beyond commercial work, you’ve contributed to initiatives like Google.org’s Skill Sprint and the British Council’s Creative Hustle. How important is it for you to use creative technology for social impact and youth empowerment?

Gift: This mission is deeply personal to me. I believe that developing human capital is critical for Africa to compete on the global stage. Empowering the next generation of young creatives is my top priority. With limited educational programs that focus on our field, we have a unique opportunity to uplift and transform the lives of many at-risk youth by providing access to the right resources and technological tools.

Question: With Africa’s entertainment and creative industries booming, what opportunities do you see for emerging multimedia producers on the continent?

Gift: The growth of Africa’s entertainment and creative industries is a goldmine of opportunities for budding multimedia producers. As internet access expands, fueled by a youth-driven digital culture and a global fascination with African narratives, creators can significantly shape our continent’s cultural, social, and economic landscape.

The possibilities are vast: original African storytelling, gaming, digital content creation for brands, Afrobeats visuals, education initiatives, live events, and collaborations with international partners willing to invest in Africa’s creative community.

Question: You’re known for mentoring over 500 emerging creatives. What advice do you give young African professionals looking to succeed in this space?

Gift: My advice boils down to a few key tenets: prioritize knowledge, excel at whatever you undertake, and maintain a grounded demeanor. Asking the right questions can guide you toward valuable insights. Lastly, remember that collaboration is crucial; no single tree can cultivate a forest. Building alliances will foster growth and pave the path to success.

Question: The industry is constantly evolving with immersive tech, virtual events, and AI. How is Rayvolution Media adapting to stay ahead and deliver innovation?

Gift: Research and development in technology are fundamentally how we stay ahead. While the world has embraced virtual events, our foray into livestreaming began back in 2008. By 2018, we had honed our capabilities to livestream across multiple platforms concurrently, even navigating complex systems like Instagram that lacked formal streaming APIs at the time.

Now, with the advent of AI, we can tackle more complex challenges and provide innovative solutions to the media problems of tomorrow.

Question: Finally, looking ahead 3–5 years, what is your vision for Rayvolution Media and how do you hope to shape the future of African media and storytelling?

Gift: Our vision is to redefine multimedia quality on a local and global scale. We aim to deliver global best practices using cutting-edge technology to solve the unique challenges presented in media and content creation. This journey involves expanding our team, tapping into talent both locally and in the diaspora. We’re forging partnerships to access expertise in augmented and extended reality, exploring 3D motion capture, and adapting these technologies for live broadcast applications. Our ambition is to position Rayvolution Media as a premier multimedia technology support team emerging from Africa.

Edited By Ali Musa
Axadle Times International – Monitoring.