Baseline Media and Entertainment is set to enter Nigeria’s premium entertainment and lifestyle market with the launch of ‘Grown and Sexy’, a new entertainment property designed to combine music, luxury, fashion, hospitality and high-end social experiences.
The show, scheduled to debut on September 1, 2026, is being positioned by the company as more than a conventional entertainment event, with Baseline seeking to build a distinctive intellectual property capable of attracting Africa’s affluent and aspirational consumer market.
According to the company, ‘Grown and Sexy’ will explore how Africa’s elite navigate fashion, entertainment and lifestyle, while examining the growing influence of hospitality, social media visibility and personal branding on perceptions of status and social credibility.
Abosede Shafe, Managing Director, Baseline Media and Entertainment, said the initiative forms part of the company’s broader strategy to develop entertainment properties with long-term commercial and cultural value.
‘We are not simply announcing another entertainment event. We are introducing a new experience and beginning a conversation about what premium entertainment from Africa can look and feel like,’ Shafe said.
She added that the company intends to differentiate the property by creating an environment where the quality of the entertainment is matched by the venue, hospitality and overall customer experience.
‘Entertainment is designed for an audience that values not only who is performing but also where they are, who they are surrounded by, and how the entire evening makes them feel,’ she said.
The launch comes amid growing competition within Nigeria’s entertainment industry, as businesses increasingly seek to monetise premium experiences and target consumers through lifestyle-driven events rather than conventional music and entertainment offerings.
Shafe said the company’s strategy is built around the changing expectations of the luxury consumer, who increasingly values personalised and memorable experiences.
‘The modern luxury audience is looking for more than access. They want experiences that feel personal, intentional, and memorable. Grown and Sexy has been created around that philosophy. Every touchpoint must communicate quality,’ she said.
Baseline said the campaign will be rolled out through a coordinated national media strategy aimed at building awareness, audience engagement and anticipation ahead of the launch.
The company also plans to use ‘Grown and Sexy’ as a platform for strengthening its position in the premium entertainment segment and developing intellectual properties that can originate in Nigeria and expand into other African markets.
‘For us, this is bigger than one campaign. It represents where Baseline Media and Entertainment is going as a brand. We are building experiences and intellectual properties that can originate in Nigeria, speak to Africa, and ultimately command international attention,’ Shafe said.