Isha Sesay empowers African storytellers through podcasts

Isha Sesay, a Sierra Leonean British journalist and the CEO of Areya Media, is doubling down on African storytelling through platforms like OkayAfrica and Okayplayer, emphasising a commitment to amplifying diaspora voices.“I’m playing a long-term game with Africa. And so that’s why I’m doing this,” Sesay said, explaining her focus on producing podcasts like Afrobeats Intelligence and Bird’s Eye View to tell authentic African stories.

Her leadership at Areya Media, the parent company of OkayAfrica, Okayplayer, and OkayShop, reflects a mission to reshape global narratives about the continent, driven by both social good and strategic foresight.

Sesay’s approach to media is rooted in her experience as a CNN journalist, where she gained international recognition for her coverage of the 2014 Boko Haram kidnapping of 276 schoolgirls in Chibok, Nigeria. That reporting earned her team a Peabody Award but left her disillusioned with the fleeting global attention to African stories. “I still maintain that if 276 white girls were abducted and over 100 were still unaccounted for, the world would still be championing that story,” she said.

The short-lived interest in the Bring Back Our Girls movement profoundly shaped her perspective, pushing her to create platforms that sustain focus on underreported narratives. The experience inspired her to write Beneath the Tamarind Tree, a book about the Chibok kidnapping, which she described as grueling but necessary. Written while still at CNN, the process involved weekend writing, multiple trips to Nigeria for interviews, and extensive Zoom and phone calls. “It was hard work, but it mattered to me,” she said. “There was a real urgency to telling that story.” The book’s completion reinforced her belief in the power of persistent storytelling, a principle she now applies at Areya Media.

As CEO, Sesay oversees a portfolio that includes Afrobeats Intelligence, hosted by Nigerian journalist Joey Akan, and Bird’s Eye View, featuring Seun Kuti. These productions aim to engage both continental African and diaspora audiences, though Sesay prioritises the former. “My primary audience is the people on the continent,” she said. “That’s the first line of consumers I’m looking to engage and satisfy.” Balancing these audiences requires careful consideration, as their priorities differ. “They’re siblings, but they’re not one and the same,” she noted, emphasising the need for accessible, relevant storytelling that resonates across both groups.

While revenue is a factor in measuring success, Sesay values engagement and brand awareness as key indicators. Afrobeats Intelligence, for instance, has garnered over 2.2 million YouTube views, a milestone she sees as a springboard for expanding the company’s reach. Investments in partnerships, such as those with Kuti and Akan, involve tens of thousands of dollars, but Sesay views them as long-term bets on building audience loyalty rather than immediate returns. “We know it’s a longer road to maturing the market,” she explained. “We’re OK with that.”

Unlike international companies pulling out of African markets due to operational challenges or slow returns, Areya Media is leaning in to invest in Africa, which Sesay attributes to her understanding of the continent’s complexities, shaped by her upbringing in Sierra Leone and the UK. “I’m African, and a lot of people I work with know what it’s like to work in different places,” she said. “I’m not frightened by that.” She sees untapped potential in Africa’s growing youth population and expanding middle class, which she believes will yield greater disposable income and technological access in the future. “I want to be the media house they’re committed to, that they make part of their daily habit,” she said.

The company relies on a mix of advertising, sponsorships, and events, with no subscription model currently in place, though she is exploring its potential. “Revenue generation for digital media is harder than it’s ever been,” she acknowledged, pointing to the rise of AI and the decline of traditional media models. To counter this, she sees opportunities in in-person events and community engagement, which she believes will become a major revenue source. “The need for in-real-life events is going to become more important,” Sesay said.

Navigating challenges like limited internet penetration is central to Areya’s strategy. Sesay is aware that many Africans make deliberate choices about data usage. To address this, Areya prioritises content that offers clear value, optimised for accessibility with minimal data demands.

Sesay’s partnerships with figures like Seun Kuti, often seen as controversial for his political commentary, underscore her commitment to thought-provoking content. “He’s seen as controversial to some, but he’s thought-provoking,” she said. Kuti’s discussions on Bird’s Eye View tackle issues like neocolonialism and power dynamics in Africa, topics Sesay believes are critical in today’s global reset. “This is exactly the moment to be having a show like this,” she said, citing ongoing challenges in places like the Democratic Republic of Congo, where foreign interference continues to destabilise the region.

Working with Joey Akan on Afrobeats Intelligence has been equally rewarding. Sesay describes Akan as a “tremendous talent” whose thoughtful approach and industry respect elevate the podcast. “He has a unique way of stringing together ideas,” she said. “It’s always a journey of discovery.” Their collaboration reflects Areya’s goal of delivering original, compelling content that sparks conversation and builds audience trust.

For African entrepreneurs aspiring to build global media companies, Sesay offers practical advice: clarity of vision and adaptability are key. “Have a clear sense of what you’re offering and what makes it unique,” she said. She also stresses the importance of a clear revenue pipeline from the outset and the willingness to listen to the market. “You may come thinking you’ll write about one thing, but if people respond to something else, listen to that,” she advised. Above all, she encourages action: “Just start. There is no perfect time.”

Sesay also sees a broader role for independent African media in reshaping global perceptions of the continent. She believes private investment can fuel this change, but only if investors allow editorial independence. “They can invest and let us tell the story authentically, objectively,” she said. Drawing from her CNN experience, she maintains strict separation between business and editorial decisions at Areya to preserve journalistic integrity. “I don’t put my thumb on the scale in terms of editorial,” she said.

Reflecting on the challenges of media in Africa and beyond, Sesay remains optimistic. She acknowledges the influence of wealthy investors in reshaping media outlets globally, a trend not unique to Africa. Yet, she is hopeful about finding investors who prioritise storytelling over personal agendas. “We have private investment, and I can say hand on heart, we have no interference,” she said.

As Areya Media grows, Sesay’s focus remains on building loyalty through authentic narratives and innovative platforms. Her long-term game is not just about revenue but about creating a media ecosystem that Africans and the diaspora can rely on for stories that matter. By investing in podcasts, events, and partnerships, she is laying the foundation for a media house that endures, adapts, and amplifies the voices of a continent on the rise.