How Payaza and HATRICKS by Tolani Alli Are Redefining Lagos's Creative Landscape
Lagos has always been a city brimming with talent, but it has often struggled with a lack of structure and widespread belief in its creative potential. In January, a quiet yet significant shift began to take place, not through loud announcements or media fanfare, but through deliberate action and serious engagement. The HATRICKS masterclass by Tolani Alli set a new tone for creative development in the city, emphasizing intentionality over mere performance.
At the heart of this transformation were two key institutions: Payaza and Bank 78. They did not merely sponsor an event; they chose to champion a new way of thinking about creativity. This move underscores a crucial realization that many still overlook: creativity is not a peripheral economy but the very core of economic growth in modern Lagos.
The Architectural Approach of HATRICKS
What made the HATRICKS masterclass truly effective was not just the content taught, but its holistic design. Tolani Alli conceived it as a complete ecosystem rather than a series of isolated sessions. This was evident in the careful pacing, the depth of conversations, and the selective invitation of participants. The focus was not on superficial skills like taking better photos or creating viral content, but on foundational thinking.
Participants were taught how to approach work with awareness, understand power dynamics, recognize context, and make decisions with long-term impact. This teaching stemmed from Alli's own experience working closely with leaders and institutions, where storytelling carries real consequences. HATRICKS treated storytelling as architectural—shaping memory, trust, and perception—rather than as mere decoration.
The lineup of speakers reflected this seriousness, featuring individuals who spoke candidly about pricing, access, ethics, mistakes, and endurance. There were no shortcuts offered, just a commitment to the hard work required for excellence.
Inclusive Access and Future Investment
One of the most telling aspects of HATRICKS was its inclusivity. Alongside established professionals, students from IMS Schools were invited into the room. These young people, who might otherwise lack access to such high-level exposure, were not mere observers. They were active participants, listening, asking questions, and absorbing standards early in their careers.
This move was intentional, not symbolic. Tolani Alli was investing in the future of the industry by shortening the distance between potential and opportunity. By exposing students to excellence up close, she helped prevent the formation of bad habits and low ceilings, potentially changing their trajectories and signaling that their ideas matter.
Payaza's Foundational Support
When Payaza joined as a supporter, it felt less like a sponsorship and more like a genuine endorsement of the masterclass's importance. At a time when many brands hesitate to back creative education, Payaza leaned in, funding access and widening the room to include both professionals and students. This choice highlights a deeper understanding: shaping an industry requires investing in its foundation—how people think, work, and build—long before there are visible results to applaud.
Payaza recognized that excellence is a process, not a moment. By investing properly in the foundation, it ensures resilience against future challenges. Over time, HATRICKS evolved from a mere masterclass into a framework for creative education in Nigeria, setting a standard where excellence is non-negotiable and access is treated as a valuable investment.
Diverse Participation and Real Power Dynamics
The diversity of participants at HATRICKS was another key factor in its success. It was not just a gathering of creatives like photographers and filmmakers; it included heads of communications, founders, tech leaders, aides, and decision-makers. This mix shifted conversations from tools and output to judgment, responsibility, and consequences.
By placing storytelling back into the full value chain as a leadership function, HATRICKS fostered collaboration between storytellers, communicators, and decision-makers. This integration can lead to more intentional narratives, accurate representation, and stronger institutions, with implications extending beyond Lagos to the broader African context.
Bank 78's Role as a Trusted Partner
While Payaza helped shape the immediate moment, Bank 78 is quietly shaping the future. Their presence was attentive and focused on the real work—engaging in planning conversations and addressing practical issues like intellectual property, cash flow, and sustainability. Rather than merely marketing to creatives, Bank 78 listened and supported creative infrastructure consistently.
In a country where creatives are often overlooked by financial systems, Bank 78 is positioning itself as a trusted partner that understands creative labor on its own terms. This posture is crucial for building a sustainable creative economy in Nigeria.
The Lasting Impact on Lagos
The transformation witnessed in Lagos was not accidental, but it was also not loud. Its strength lay in the seamless collaboration of its parts: Payaza's belief in foundational thinking, HATRICKS' disciplined approach to creative practice, and Bank 78's commitment to long-term consistency. When belief, structure, and patience converge, the shift is not dramatic but enduring.
People begin to slow down, listen more closely, and ask better questions about process and trust. This is how real creative economies are built—through early conviction, respect for foundations, and the courage to persist until the work stands on its own. Lagos has felt this difference, setting a precedent for how creativity can be nurtured and valued in Nigeria's evolving economy.
