Culturati rebrands as “Culturati Africa” to reposition continent’s image

By Adeola Ogunrinde

Culturati, a prominent platform dedicated to promoting arts, culture, and tourism across Africa, has officially rebranded as “Culturati Africa” in a strategic move to redefine the continent’s image and position it as a premier global tourism destination.

Mr. Idris Aregbe, the former Chief Executive Officer of Culturati Africa, announced the rebranding during a news conference on Thursday in Lagos. Speaking on behalf of Aregbe, Mrs. Olufunke Adu shared the organization’s vision for repositioning Africa’s image on the world stage.

As part of this transformation, Aregbe introduced Ms. Dolamu Badejo as the new Chief Executive Officer of Culturati Africa, expressing confidence in her ability to lead the brand into a new era.

“We are thrilled to welcome Ms. Dolamu Badejo as the CEO of Culturati Africa,” Aregbe stated. “Badejo brings over 15 years of diverse experience, certifications, and contributions across various core areas. Her exceptional track record reflects the excellence and depth of knowledge that aligns with the multi-tier approach our organization is adopting in its 18th year of operations and beyond. We are confident that her visionary leadership will guide Culturati Africa into a new chapter we’ve named the ‘Journey Beyond Borders.’”

Aregbe also revealed that the organization’s annual flagship event, formerly known as the Culturati Africa programme, has been rebranded as the Culturella Festival. The 2024 edition of the festival will mark the 18th anniversary of the brand, celebrating Africa’s rich cultural heritage through diverse expressions such as arts, crafts, cultural displays, gastronomy, tourism, fashion, film, and entertainment.

In her response, Ms. Dolamu Badejo expressed her excitement and commitment to her new role. “I am honored to accept the position of CEO of Culturati Africa. I extend my gratitude to the Chairman for his confidence in my ability to take over this visionary project after 17 years and to continue leading it forward,” she said.

Badejo highlighted her efforts over the past 10 weeks since assuming her duties, focusing on establishing a robust organizational structure, identifying growth opportunities, and developing a sustainability framework. She emphasized the importance of the Culturella Festival, which she envisions as a research center dedicated to telling African stories in a positive light.

“We must intensify our efforts to share Africa’s stories from a perspective that celebrates our past, present, and future,” Badejo stated. She called on the media, government agencies, research institutions, and all stakeholders to collaborate in promoting positive narratives that will boost tourism and reshape Africa’s global image.

“I believe that together, we can rebuild the fractured stories of our continent and fill our cracks with gold. I look forward to tangible collaborations and the necessary support to achieve this vision,” she added.

Mr. John Fadejola, Head of Brands at Tantacom Experiential Projects Ltd., a communications partner with Culturati Africa, also spoke at the event. He announced that the 18th edition of the Culturella Arts and Culture Festival will take place from December 6 to 8.

Fadejola detailed the pre-event activities, including a fashion soirée to showcase the beauty of African fabrics. Additionally, he mentioned that individuals who have significantly contributed to the growth of the continent will be honored at the Culturati African Personalities event in October.

“The first two days of the Culturella Festival will feature a marketplace and exhibitions. The third day will include a cultural parade, arts and crafts market, fashion show, awards gala, and a closing concert,” Fadejola concluded.