Swish Fusion 25: Lagos Stages a Showcase of Africa’s Tech & Media Renaissance
Last Friday, the Balmoral Convention Centre at the Federal Palace Hotel, Victoria Island, Lagos, became the epicentre of innovation as Swish Fusion Media & Tech Summit – Swish Fusion 25, powered by Samsung, attracted more than 1,000 thought leaders, innovators, and policy influencers. Under the banner “Africa: The Future of Retail, Media & Tech,” the summit showcased Lagos as a leading hub of Africa’s creative and technological evolution.
A Global Gathering with Local Roots
Swish Fusion 25 featured a fascinating mix of voices from around the world alongside Africa’s own brightest minds. American brand strategist Pete Canalichio, the final keynote speaker at the event drove the message home by spotlighting the rise of African brands making global waves with locally inspired narratives. Meanwhile, Joy Amaka Tim-Ayoola, West Africa Head of Samsung, highlighted Samsung’s role in advancing AI-infused consumer technologies across the continent.
Samsung Unpacks the Future – Live, On an African Stage for the First Time
One of the most defining moments of Swish Fusion 25 was Samsung’s groundbreaking Unpacked Demo, which marked the first time globally the tech giant brought its signature showcase on-stage outside its own hosted global events – and they chose Lagos as the stage.
As title sponsors, Samsung didn’t just show up; they owned the moment. Their segment, led by Joy Amaka Tim-Ayoola, West Africa Head of Samsung, turned the summit floor into a tech theatre. The highlight? A live demonstration of Samsung’s AI-powered real-time call translation feature, which instantly translated a phone conversation across two different languages – live and without lag. The audience gasped, then erupted into applause. It wasn’t just a wow moment; it was a glimpse into the multilingual future of global communication.
But Samsung didn’t stop there. Attendees got a first-hand experience with the newly launched Galaxy devices – each one embedded with AI-integrated features that could summarise notes, schedule meetings through voice prompts, and even generate image edits on the fly. The seamless integration of these tools across productivity, entertainment, and communication positioned Samsung’s latest range not just as smartphones, but as intelligent lifestyle companions.
With Lagos playing host to this global first, Samsung’s presence at Swish Fusion 25 was more than symbolic. It was strategic. The company not only reaffirmed its leadership in AI-powered mobile tech but also validated Africa – especially Nigeria – as a prime market for next-gen innovation.
A Showcase of Innovation: Brands on the Expo Floor
The summit’s vibrant expo floor featured interactive showcases from top brands. Samsung captivated audiences with hands-on demonstrations of its latest mobile and IoT innovations. Meanwhile, companies such as Dangote Salt Plc, Nigerian Breweries Plc, OmniRetail, Getseen and Treepz spotlighted solutions that seamlessly blend retail, finance, and transportation – revealing the interconnected nature of modern commerce in Africa.
Insights That Shaped the Narrative
AI and Consumer Electronics
Samsung’s participation showcased how AI is powering the next wave of consumer tech: from immersive mobile experiences to integrated smart-home solutions tailored for African markets.
The Creative Economy in Focus
Beyond the glittering tech displays and bold brand showcases, Swish Fusion 25 carved its legacy through the powerful insights shared on stage and in the conversations that followed. It wasn’t just a summit-it was a cross-industry meeting of minds, where ideas took centre stage and new narratives were born.
In an interview, John Ehiguese, CEO of Mediacraft Associates, offered a reflective take on the summit’s deeper impact. He highlighted a key win of the summit – it wasn’t just about showcasing innovation, but about sparking dialogue, deepening understanding, and laying the foundation for partnerships across tech, media, and entertainment.
That cross-pollination of insight was on full display during the entertainment-focused panel, where Uzor Daniel Uwabuofu, Senior Operations Manager at Sony Music Publishing for West and East Africa, spoke with candour and clarity about the complexities of intellectual property licensing in Africa’s fast-growing music industry. His perspective peeled back the layers of how content creators, especially in the digital space, can better protect and monetise their work in an era where global exposure is just a click away.
From the corporate leaders navigating digital transformation to the creative minds redefining content ownership, Swish Fusion 25 made one thing clear: Africa is not just consuming innovation – it is actively shaping the future of it.
The Rise of 5G and Connectivity
One of highlights of the event came from Njideka Jack, Head of 5G at MTN Nigeria, who shared insights into the company’s ambitious 5G deployment plan for enterprise solutions. Attendees witnessed live demonstrations illustrating how smart factories, remote healthcare, and enhanced education systems could soon benefit from high-speed, low-latency networks – a vision of Africa’s digital tomorrow unfolding in applications today.
What This Means for Africa’s Future
Swish Fusion 25 was more than a conference – it was a catalyst for cross-sector collaboration and strategic vision. With nearly 40% of attendees traveling from across Africa, the event validated Lagos’ role as a pan-African bottom line for innovation. In-depth discussions on data privacy, AI governance, and digital sovereignty sent a strong signal to governments and investors: Africa is committed to leading on the global innovation stage.
Looking Ahead
Building on its success, Swish Fusion has signaled its ambition to deepen community ties and foster high-impact partnerships in future editions. With its next iteration already in the works for 2026, participants can expect even broader industry engagement and increased global visibility.
Swish Fusion 25 stood out not just as an event, but as an interactive lab for exploring Africa’s intersecting media, retail, and technology landscapes. Powered by Samsung and driven by collaboration, it showed that Africa is more than ready for the future – it’s actively defining it.
