The native on the rise of Nigerian youth tradition

Since launching in 2016, the native has grown from a magazine and festival to one of Nigeria's most respected cultural commentators. We talk to the collective about how Nigerian youth culture is making itself felt everywhere from Lagos to London

Nigerian culture definitely has a moment. The country is home to everyone from Afrobeats star Wizkid, who became the first Nigerian artist to charter and top the US Billboard Hot 100 with Drake Collab One Dance in 2016, to Chimamanda Ngozi Adichie, whose novel Half of a Yellow Sun was recently published chose the best book to win the Women's Fiction Award in the past 25 years. Not to mention the seemingly unstoppable rise of Nollywood, which is the second largest film industry in the world after Bollywood.

Nigeria's achievements as a cultural powerhouse are not surprising given the size of its potential reach. With over 195 million inhabitants, Africa is not only the most populous country in Africa, it also has the largest black population in the world, is the second largest English-speaking country and has the third largest youth market, just behind the US and US Asia.

The aboriginal co-founders, Teni Teezee Zaccheaus and Seni Saraki

The Native collective is widely regarded as the brand that has its finger on the pulse of Nigeria's thriving culture. Since launching in 2016, the magazine has featured local artists like singer Burna Boy and fashion designer Mowalola, staged Nigerian performance debuts from Dave to Skepta at the Native Land festival, and played a major role in the hugely successful marketing of the Nigerian World Cup Jersey campaign in 2018.

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