Steve Babaeko: 20 Years of Inspiration

By Ayeni Adekunle Samuel

Spent Monday evening at the BHM Lounge, in company of some of the brightest minds around, as we gathered to celebrate the founder of X3M Group, Steve Babaeko.

SB had announced last week that September 1 made it 20 years since he ventured into advertising.

As we shared hot amala and orisirisi; with canapés and cognac and cocktails, everyone spoke about the power of Steve’s imagination; about the determination and drive that got him here. Everyone agreed this gentleman that arrived in Lagos broke and hopeless changed his life and his story by doing the work- from artiste management to equipment leasing, to copywriting and music.

Music gave him the fame; advertising gave him a career and much more.

But it’s the inspiration – the one that pushes him; the one he gives to others even when he doesn’t try, that gave him a name.

That name may be what his parents gave him. But it’s no longer a basic nomenclature for a randon guy from Kabba in Kogi state. That name now belongs to a trusted brand that’s fulfilling a promise: that Nigerian advertising can be great again; that copy writers and creative directors can build a business too; that you can make it if you dare. That an agency CEO can sag his pants and wear Giuseppe Zanotti . The promise (and message) that everything you want is chilling on the other side of fear.

The full story of Steve Babaeko will be told someday soon.