The conversation around the future of Africa’s creative economy took centre stage at NECLive 2025, where industry leaders explored what it means to create work that endures in an age dominated by speed, trends, and instant gratification. The Panel Session brought by The Macallan, titled “Timeless vs Trending: Building Work That Endures,” served as a dedicated platform for this exchange.
L-R: Senior Brand Manager, West and Central Africa, Edrington Portfolio, Hammed Adebiyi; Chief Creative Director, Atafo, Mai Atafo; Regional Manager East Africa, BHM Holdings, Njideka Akabogu Eke-Uche and Convener, NECLive & Founder/CEO, BHM Holdings, Ayeni Adekunle on a panel session discussing the balance between timeless craftsmanship and fast-moving trends in today’s creative landscape at the NECLive 2025 on Friday, 28 November in Lagos, Nigeria.
This conversation explores the balance between timeless craftsmanship and fast-moving trends in today’s creative landscape. It examines how heritage, discipline, and innovation come together to produce work that endures, shaping culture, influencing storytelling, and elevating creative standards across industries. Hammed Adebiyi, Senior Brand Manager, West and Central Africa at Edrington, joined the panel to discuss the value of craftsmanship, heritage, and intentionality in contemporary creative expression.
During the session, moderated by Njideka Akabogu Eke-Uche, Regional Manager, East Africa, BHM Holdings, Adebiyi drew on The Macallan’s 200-year legacy to illustrate how luxury brands protect and define timeless value. “Timeless luxury is a craft that transcends time,” he said. “The Macallan has been around for over two centuries because of patience, intentionality, consistency, and doing things the right way. Timeless wins generations while trending wins conversations.”
Adebiyi’s insights highlighted the broader discussion on the pressures creators face to prioritise speed over substance. Mai Atafo, Chief Creative Director of ATAFO, echoed this perspective, highlighting durability and intention as the true markers of craftsmanship. “You don’t make it like you’re making it for now, you make it like you’re making it forever,” Atafo said, describing how classic elegance, fine tailoring, and meticulous construction remain at the heart of luxury. “If you put in the work, it will last. That’s why people are still wearing Dior suits from 1980, quality endures.”
The role of storytelling, culture, and audience behaviour was also explored. Adekunle Ayeni, Founder/CEO of BHM Holdings and Convener of NECLive, warned against the pitfalls of chasing virality. “People are chasing clicks and baits just to break through the clutter. But what truly builds influence, what creates lasting change, what has impact, is telling the kind of stories that matter. They may not have ten million views today, but they can influence behaviour, save lives, or shape policy,”
Ayeni also highlighted how brands like The Macallan exercise disciplined curation in partnerships.“It’s not just about trending or reaching every young Nigerian,” he explained. “The question is: do you fit what the brand represents? Do you understand the audience and what the brand wants to accomplish? You have to know when to trend and when to just do the kind of work that reaches the right people.”
The discussion shifted to the impact of artificial intelligence on craftsmanship. Adebiyi offered a nuanced perspective: “AI cannot replace the essence of true craftsmanship. It can enhance human capability, improve efficiency, and add value over time, but it must be used deliberately. Innovation should serve tradition, not dilute it.”
Atafo added that even in a fast-paced world, audiences are gravitating back to authenticity and depth.“Why are Gen Zs listening to Sade? Because classic things have soul. You connect with them with your heart, not just your head. There is room for innovation and buzz, but when it is underpinned by heritage, the connection is stronger.”
As the session concluded, Adebiyi reinforced the importance of balancing honouring legacy while adapting meaningfully to changing times.“New ideas must deepen, not dilute, the tradition that defines us. At The Macallan, whether in product, experiences, or marketing, innovation must serve the heritage we have built over centuries. We stay consistent globally while ensuring our work remains culturally relevant in every local market.”
The NECLive 2025 panel showed that Africa’s creative economy thrives when creators combine innovation with intention, speed with depth, and relevance with respect for craft. Through perspectives from luxury, fashion, and media, the conversation reaffirmed that while trends may command attention, it is timeless work, rooted in story, skill, and soul, that shapes generations.
