Sam “AY Rubber” Adedoyin is a broadcaster-turned-talent manager who built Teamsam, a creative ecosystem supporting thousands of African creators.
Escapemag: You began as a broadcaster and OAP before moving into talent management and creative strategy. What was the turning point that made you shift from being the voice on-air to building platforms for other voices?
TEAMSAM: I am a man of many talents. I have always wanted to help people in so many ways, but I couldn’t really get where and how. As a broadcaster, it was important for me to reach a large audience using radio and TV as a means of dispersing information. But the politics was a bit on the high side, ranging from distorted information to favoritism. I just had to leave.
When some people notice you are better than them in some areas of work, they lay roadblocks instead of empowering your path. And I am happy that happened — if not, I wouldn’t have been here.
The frustration made me go back to dance, which was my first love. I wanted to see how I could help some young dancers on my street get visibility by plugging them into free performances in church, street concerts, and more. It made them happy and fulfilled, and it gave me a new purpose.
Then I established my dance school, where I teach dancers and manage them from the external forces I encountered when coming up — the people willing to take from them and limit them by not paying for their talents whenever they perform. It became important for these creators to scale and post their content online — Instagram, YouTube, and now TikTok.
With time, other components were added, like having creators from different verticals and categories join the management: Fashion, Lifestyle, Comedy, Music, and more.
Escapemag: Teamsam now manages thousands of creators across Africa and Europe. What’s the biggest lesson you’ve learned about scaling a creative system while keeping it personal and meaningful for each talent?
TEAMSAM: Never underestimate the power of growth. Even as a journalist, talent manager, and CEO, I’ve noticed most people only work with talent who already have visible growth and clout — which is the wrong way to go. If you work with a creator or influencer when they are already doing well for themselves, how will you impact them?
That is why at Teamsam, we first spot and see how we can grow you into a sensation. Growth is so underrated that people do not have the right tools, steps, or strategies to go about it, so they look for the easy way out.
We have grown influencers, celebrities, and online sensations who are still sustaining their engagement and visibility to this day. It is important to build from the ground up, understand the journey, and truly impact them.
Escapemag: You’ve called on the government to prioritize the creative sector, which currently contributes about 1.2% to Nigeria’s GDP. What key structures or policies could unlock real growth for the creative economy?
TEAMSAM: Monetization is very key. Other regions have worked around this. All social platforms in the region must stay monetized for the average content creator. The government must see to that as a matter of urgency.
The world is changing; we are moving into a new dispensation of AI and a new taste for creativity. It is important for the government to invest in the creative economy in order to increase the GDP, as this same economy is doing well in other countries.
Skill sets, innovation, professionals, and great strategists must be employed to boost the economy. We have seen the unemployment rate move from 8.5% to 6.5% among young adults between 15–24 years as a result of social engagement and content creation.
If this brand-new economy can be invested in, it will wipe out unemployment among young adults, making it easy for creatives to gain jobs and opportunities in the sector.
Escapemag: Many African creators struggle to turn visibility into value. What do you think creators are getting wrong about monetization, and what systems should exist to help them earn sustainably?
TEAMSAM: I say this all the time: even if your favourite platform is not monetized, or it’s hard to earn directly from a platform because of low RPM in your region, you can still earn a living from content creation.
Be visible enough for brands, promotions, collaborations, and partnerships. Positioning yourself the right way can earn you a great deal of money — full-time or on the side.
Have a clear bio, clear content, and introduce and reintroduce yourself as many times as possible so you can stick in people’s minds. Always check your DMs, because gems are always hidden there. People are looking for who to work with, and if you’re not seen enough, you won’t be remembered.
Escapemag: When scouting or working with new talents, what matters most to you: numbers, creativity, or long-term potential?
TEAMSAM: Long-term potential. The ability to spot someone and know they will do well in the nearest future is what most managers do not have.
It is never about the numbers or engagement they have right now. Can you work hand-in-hand with this creator to draw out a content plan that will get them consistent engagement and virality? The talent must have the X-factor — either the looks, creativity, or willingness to grow. Then mentorship and talent development come in.
Escapemag: Your platform gives artists free promotional support and royalty control — an unusual model in today’s industry. Why did you choose this approach, and how do you see it changing the music distribution landscape in Africa?
TEAMSAM: Teamsamdigital is an arm of Teamsam, and we are charged with the responsibility of helping music artists work directly with our influencers, both home and abroad, helping them grow and enjoy the royalties their creativity brings.
It has been a problem in the past when musicians found it hard to work with influencers because of their high rates. There should be a balanced ground — a favourable partnership where influencers can work directly with musicians and help them get visible growth without breaking their budget.
We have successfully done this for over 500 musicians across Africa, and we are looking to do more in 2026. Music has evolved, and every creative must have control over their craft. The era of gatekeeping is over; now people need to work with what they have to grow organically — no gatekeepers, just free flow of creativity and results.
Escapemag: With Africa’s creative influence growing globally, what should the next generation of creative leaders focus on to build an ecosystem that truly serves creators?
TEAMSAM: Africa’s talent is world-class, but the systems supporting it are weak.
Leaders should prioritize:
- Studios, incubators, and creator hubs
- Local distribution platforms
- Strong payment systems and funding models
One of Africa’s biggest creative leaks is IP loss to foreign labels and agencies. The next generation should focus on:
- Teaching creators to own their masters, rights, and likeness
- Building legal frameworks that protect African IP
- Collective bargaining through unions or associations
Africa’s creators are often siloed. Leaders need to:
- Foster cross-country collaboration
- Bridge tech, art, and business
- Build pan-African alliances to negotiate global deals
The future is digital. Focus areas include:
- Teaching creators platform strategy
- Exploring Web3, blockchain, and decentralized royalty systems
- Positioning African stories as global narratives
