How Brands Value Audience Geography

In this episode of The Afropolitan Podcast, we sit with one of Africa’s biggest creators, Tayo Aina, to unpack the truth behind building a global creative career from Lagos. From driving Uber without knowing how to drive, to teaching himself filmmaking, to fighting immigration systems across Africa, Tayo’s journey is the blueprint for the next generation of African storytellers.

We discuss the moment J. Cole’s visit to Lagos changed his life, how MrBeast discovering his videos shifted his global visibility, and the hidden mechanics behind building a world-class YouTube career from Africa.

We break down the real challenges African creators face brutal CPM disparities, visa walls, platform discrimination, and the hidden costs of chasing a dream in a system not designed for you. But we also explore the beauty, the innovation, the hunger, and the global ambition that make African creators unstoppable.

This conversation goes beyond content.
It’s about identity, economic mobility, purpose, migration, belonging, and the future of Africa’s attention economy.

If you’re a creator, builder, founder, or diaspora kid navigating your own journey, this episode will speak to you.

Welcome to the Afropolitan era where Africans tell their stories with power, pride, and global influence.

Follow Tayo Aina

Tayo Aina
YouTube – https://youtube.com/@TayoAinaFilms
Instagram – https://instagram.com/tayoainafilms
Twitter – https://twitter.com/tayoainafilms

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0:00 - Airport strip search story

2:01 - What people misunderstand about being a creative

3:27 - Origin story: Uber driver days (2017)

4:39 - Learning to drive on the job

6:58 - First YouTube videos documenting Lagos

9:40 - Income from Uber driving

11:00 - The breakthrough moment decision

12:04 - Security issues and leaving Lagos for Abuja

13:05 - First wedding shoot and transition to video production

13:28 - Jékýllí concert video that got 1M views

15:07 - First monetized video (real estate content)

15:56 - The YouTube PIN verification problem (couldn't access money until 2020)

18:06 - Wema Bank sponsor ad

19:03 - Content creation as a business

21:00 - The attention economy explained

22:29 - Translating the world as an African creator

25:23 - San Francisco experience and observations

27:10 - First country visited: Russia (2018 World Cup)

29:02 - Starting full-time YouTube (August 2019)

32:27 - Advice for starting a YouTube channel

36:00 - Discovering CPM rate disparities

39:23 - Monetization challenges in Nigeria vs. US

42:20 - Making videos for US audiences

47:27 - Ethiopian airport discrimination experience

50:03 - South African visa issues

51:45 - Getting St. Kitts passport decision

56:27 - Moving to Portugal (2 years ago)

1:01:26 - Quality of life comparison: US vs Europe

1:04:02 - Why creators should build products not just views

1:09:00 - Baroche sponsor ad

1:09:56 - Rise Vest sponsor ad

1:11:38 - Convo sponsor ad

1:11:52 - Rapid fire questions begin

1:15:07 - Moving back to Nigeria conversation

1:27:00 - YouTube Creator Academy (training 3000+ people)

1:30:00 - Future plans: real estate and production studio

1:42:00 - Final question: Who should be on the podcast next