We had a conversation with Anita Eboigbe that felt part creative workshop, part TED Talk, part warm sister chat over tea. Anita is a journalist, storyteller, COO of Big Cabal Media (publisher of TechCabal and Zikoko), and one of the sharpest minds building media in Africa right now.

You may know her work. You may or may have not cried watching HER Zikoko’s recent docuseries on the power and grit of Nigerian women. But what you may not know is that Anita almost missed her way on her first day in the newsroom, still edits stories she wrote as a child, and believes in sleep as a revolutionary act. Yep. Same person.

In this interview, we got deep into:

• Why storytelling to her is more than writing, it’s survival.
• How ‘wonder’ (and swinging at playgrounds!) fuels Anita Eboigbe and her creative work.
• What the media gets wrong about pop culture.
• What she’d say to Beyoncé (and to her younger self).

It’s rare to find someone who moves like a strategist but feels like a big sister. This is Anita Eboigbe. Let’s dive in.

FCG

Out of curiosity—was there a story or moment during the making of HER that reshaped your own perception of what power means? You’ve said the docuseries is about “reclaiming and reframing power,” not just representation. What moment stood out for you?

Anita
Oh my God, everything! I was lucky to work with an incredible woman, Nana Aisha Salaudeen who’s just fantastic. One thing I wanted to show young women is that power looks different in different contexts—you don’t have to aim for just one thing.

When we shortlisted the women to speak to and I saw the diversity in their life choices, how grounded they were—that moment really cemented my own self-understanding. It made me feel, “Okay, I’m not crazy. My story matters.” Telling stories gives others permission to be what they want to be. Like I once saw in a documentary, being multidisciplinary doesn’t mean you’re confused—it just means you’re multi-talented.

FCG
That’s such a powerful takeaway. When did you first realize you were a storyteller?

Anita
Nobody has ever asked me that, so thank you! I didn’t have a single “aha” moment. I grew up in a storytelling family from Edo State—my mom is a linguist and an animated storyteller. We’d sit around and talk about books, and I just fell in love with stories.

When I’m sad, I read. When I’m happy, I read. Last year I read 65 books. I’m always reading—even while waiting for my computer to load.

FCG
So storytelling is kind of your coping mechanism?

Anita
Exactly. I think I was about six when my dad told me to finish a story I was writing. It was about a girl and a bike—very protective of her bike. Totally random. But I remember that feeling of imagining and creating something.

To me, storytelling isn’t just about writing; it’s talking, reflecting, imagining. I talk through things constantly, and conversations are a big part of storytelling people don’t appreciate enough.

FCG
You basically wrote your first “book” at six?

Anita
Yup. I wasn’t a normal child. I wasn’t. I asked my mom if she still has it. It was like an emotional support project. I kept editing it for years.

FCG
You were manifesting the bike, huh?

Anita
Exactly! Storytelling is manifestation. It’s dreaming without boundaries. That’s why our campaign is called Shift the story—because stereotypes are built from repeated stories. So we need to tell better, nuanced ones to shift the narrative.

FCG
Love that. Speaking of narratives—what’s a myth about African media leadership that you’ve had to unlearn?

Anita
I fight against the idea that entertainment or pop culture is “soft news.” It’s culture—how people live, what they consume, and what matters to them. That reflects everything: politics, economics, and society. If we all collaborated more across types of journalism, society would trust media more.

Because we dismiss entertainment, unethical platforms have filled the gap. That affects society in ways we can’t even imagine.

FCG
Wow. I never thought of that, but you’re right—it is a stereotype. Pop culture actually shapes how people think and live.

Anita
Yes! That’s why I pioneered the use of data to report entertainment. When you show numbers—what Nollywood earns, what it influences psychologically and economically—people start paying attention. But it only works because some people are doing the PR, encouraging others to go watch this. It’s all intertwined.

FCG
Let’s talk about creativity. How do you refill your creative tank after big projects like HER?

Anita
Ah, great question. First—I sleep. I live to sleep. I do everything efficiently so I can sleep early. I’m a one-and-done kind of person because I want to go to bed.

Also, I read. Every day, an hour when I wake up and an hour before bed. I host events, swing at playgrounds, and do arts and crafts. I’m very protective of Wonder. I curate it over and over again.

Related article: Check out this science-backed guide on creating around your cycle as a woman

FCG
That’s so childlike—in the best way. Sleep, play, stories—pure childlike wonder.

Anita
Yes, and I’m very protective of it. Life will force seriousness on you anyway. So, why should I pile it on myself?

FCG
If you had 30 minutes to pitch a docuseries to Beyoncé, what would the tagline be?

Anita
I don’t have a tagline yet, but I’d love to show her how Nigerian fans love her. Beyoncé fans here are so detailed and hardworking. I’d do a doc exploring the core values Beyoncé fans live by—how they navigate life. I don’t think she knows how much she inspires.

FCG
Final question—if you could leave a one-line note to your younger self on her first day in the newsroom, what would it be?

Anita
Oh my… I’d say: “Omo, we did it. We didn’t die.”

I was anxious. I missed my way to my first office three times. I didn’t know anything. I wasn’t sure the way I was—quiet, neurodivergent—was okay for working in media. I wasn’t outgoing, and that scared me.

But I’d tell her: “Just keep being yourself. That’s your biggest asset.”

FCG
That is so beautiful. This talk was like a therapy session. Thank you for sharing from your heart.

Anita
Haha, sorry! I have five younger siblings—I’m always like this. Preachy but from love.

FCG
Okay so final final final question. Lol
You’ve done so much—what’s the secret behind Zikoko scaling and staying true to its mission?

Anita
Clarity of vision. Zikoko has always had a strong “why.” We marry our vision with that of our audience and our funders. We constantly redefine what value means as we grow. That agility makes the difference.

Thank you, Anita Eboigbe for sharing your magic with us ❤️