Efosa Aiyevbomwan, PR and Publicity Manager for sub-Saharan Africa at Netflix, is celebrating four years of shaping how African stories are told and shared across the continent and the world.
Since joining the global streaming giant, Aiyevbomwan has spearheaded initiatives that bring African narratives to the forefront, highlighting stories created by Africans for African audiences, while also connecting these stories to global viewers. His work underscores a growing cultural movement: empowering local voices in media to define Africa’s own image.
Telling African Stories to the World
Aiyevbomwan reflects on the journey as “exciting, thrilling, and engaging,” with a professional path shaped by narrative twists, intrigue, and dramatic reveals — much like the films and series he promotes. Over the years, his role has taken him from Amsterdam to various global and regional events, including premieres, press junkets, fan activations, and industry conferences, each providing a platform to celebrate African creativity.
He emphasizes the cultural significance of storytelling: “Until the Lion learns to write, the tale will always favour the hunter.” By helping African creators take control of their narratives, Aiyevbomwan and his team are rewriting the story — ensuring that Africa’s perspectives and voices are authentically represented on the world stage.
Collaboration and Innovation
Aiyevbomwan attributes much of Netflix’s success in the region to a team of brilliant, driven, and supportive colleagues, describing them as “bold, tenacious, and wicked smart.” Together, they have fostered an environment where African content can thrive, breaking barriers in both production and global publicity.
The impact of their work extends beyond entertainment. By promoting African content internationally, the team is opening doors for African creatives, boosting local industries, and shaping global perceptions of African culture.
Looking Ahead
As he marks four years at Netflix, Aiyevbomwan remains committed to amplifying African voices, ensuring stories from the continent are told on their own terms. His message resonates with a generation of storytellers, media professionals, and audiences eager to see Africa’s creativity celebrated, recognized, and shared worldwide.
The Edo-born PR leader concludes with pride and optimism: “This Lion is still roaring.”
Through Aiyevbomwan’s work, Netflix continues to prove that African stories are not just for Africa — they are for the world, and the world is listening.
