In an era where consumers demand deeper connections and transparent engagement from brands, authenticity has emerged as the game changer.
This sentiment was echoed by Deola Art Alade, Group CEO of Livespot360, in a recent announcement made via her official LinkedIn account. Alade emphasized that as businesses navigate the evolving landscape of 2025, the most valuable currency in brand-consumer relationships will be authenticity—not just as a marketing tactic, but as the foundation of trust and loyalty.
“Authenticity isn’t just king—it’s the kingdom,” Alade declared, signaling a shift in focus from aggressive attention-seeking campaigns to a more sustained, honest relationship with audiences. She stressed that today’s discerning consumers are no longer swayed by superficial promotions. Instead, they seek meaningful connections with brands that align with their values, purpose, and commitment to positive impact.
The seasoned innovator and disruptor, who also serves as the executive producer of top-tier productions such as The Voice Nigeria and The Real Housewives of Lagos, called on entrepreneurs, influencers, and brand leaders to prioritize honesty in their campaigns. “It’s not about jumping on trends or saying what you think people want to hear—it’s about action. It’s about showing up as you truly are,” she noted.
Alade’s extensive experience in entertainment and creative solutions lends weight to her insights. As a Harvard Business School alumnus and CEO of Livespot360, she has spearheaded groundbreaking projects that have transformed Nigeria’s creative landscape. From founding the award-winning Soul Muzik to establishing Rent-A-Rig and Livespot360, her ventures continue to innovate across the entertainment sector.
Under her leadership, Livespot360 has grown into a leading creative powerhouse, producing major events and campaigns that blend cutting-edge digital solutions with African storytelling. Her dedication to diversity, equity, and inclusion further underscores her belief in authenticity, as she continues to advocate for equal representation and talent development in the industry.
As brands brace themselves for a competitive 2025, Alade’s call to action serves as a timely reminder: authenticity is no longer a choice—it’s a necessity. Her message resonates not only as business advice but also as a challenge to industry players to drive real change through intentional and honest engagement with their audiences.
In a digital-first world where consumer skepticism runs high, Deola Art Alade’s bold proclamation sets the tone for what could be a defining year in marketing and brand building. As the CEO aptly concluded, “Let’s show up with more intention to drive positive change this year.”
