What running The 49th Street has taught me about innovation & public engagement

My name is Akintomiwa Akinnimi, a medical doctor from Nigeria. I'm currently reading for an MSc in Applied Digital Health. 

I have another life outside of healthcare, though. I am a founding member and the Editor-in-Chief of The 49th Street, a leading entertainment media and advertising agency based in Lagos, Nigeria. We spotlight the achievements of African creatives worldwide.

Key lessons I’ve learnt from running the brand

Teamwork makes the dream work

I got a call from Eniola Olusoga on September 7, 2019, explaining the vision for the company. I only thought about it for a millisecond before accepting. It wasn’t the project, brilliant as it was, that convinced me. It was the people on board. The first step to any successful company is selecting the right team. With the brilliance and grit of Moronfoluwa Alabi and Taiwo Olabode, I knew we could make a difference. We are still perfecting the process, but 6 years later, we still owe our growing reputation to picking the right people.

Orange, the magazine arm of The 49th Street, launched in 2025. Photographer: Asamaige Ogaga

Fear nothing, change everything

When you’re about to start a new project, you might hear a voice telling you the market is already oversaturated. It is important to ignore it. At the start of our adventure, many similar brands existed. However, we were never discouraged. Instead, we analysed the current trends for existing gaps. We brainstormed on creative ways to use community engagement as our differentiating factor. 

It took some trial and error, but we eventually found our formula. As a proactive brand, we are constantly tinkering with that formula. We create new segments, dive into more niche spaces, and launch new publications as needed to connect with the people we serve.

No company is an island

We know we have to keep our fingers on the pulse of the African creative industry to stay ahead. Therefore, we constantly explore partnerships. We work with streaming platforms, event organisers, record labels, art galleries, and film festivals. With each new collaboration, we expand our reach and strengthen our credibility in the industry.

Being at Reuben College

At The 49th Street, our growth has been driven by community, collaboration, and a readiness to evolve. Being at Reuben, where there is a strong focus on public engagement and innovation, is undoubtedly a blessing. From impactful Tuesday Talks sessions to interesting interactions with the many innovators at the college, I look forward to applying everything I will learn in Reuben College to growing The 49th Street.

The 49th Street is a leading African media house and talent incubator, spotlighting emerging and established creative professionals across music, media & entertainment, fashion, film, art, and lifestyle.

You can keep up with them on The 49th Street website, as well as on Instagram and X.