Anita Eboigbe, Chief Operating Officer (COO) of Big Cabal Media (home to TechCabal, Zikoko, and Citizen), has lived a rich life across the Nigerian media space. From pioneering box office data at News Agency of Nigeria, helping to build the conflict-reporting powerhouse HumAngle, and now scaling operations at Africa’s top digital media firms. Her unique blend of journalism, strategy, and sustainability makes her perspective vital for Obasanjo’s Internet—it demystifies how one of the scene’s pre-eminent executives is navigating chaotic digital habits.
Who are you? What do you do?
My name is Anita E. Eboigbe, and I am a nerd. During the day, I work as the Chief Operating Officer of Big Cabal Media, parent company of TechCabal, Zikoko, and TechCabal Insights. When I am not 9-5’ing, I am trying my hands at my countless hobbies or journaling about socio-economic issues.
What’s the first thing you do when you wake up?
I lay down for an additional ten minutes, wondering how I made it to Nigeria and what exam I failed. Not even trying to be funny. Then, I pray and read. I have to read every morning. Then, I get up and begin to prep for my day. Really specific about this. I put on music, and there’s a playlist per mood. Get ready for the gym if I am going that morning, and come back and get ready. Then, I update my to-do list and start ticking things off.
What’s the last thing you do on your phone before bed?
I check to see if I have urgent requests, then read. Again, I have to read every night. I am mostly asleep with the book, wherever the sleep finds me.
What’s the app you open the most without thinking?
Instagram. It’s such a love and light place, and I don’t get notifications.
Would you say you have an online persona? What’s it, and how did you arrive at it?
Maybe I did when I still used to tweet about films a lot, but presently, I don’t think I do. I mostly talk about work these days and post my ‘why am I in this?’ stories on my private page.
How do you use the internet: for work or pleasure?
I use it for both. I enjoy ‘people watching’, and the internet gives a fantastic space for this. I get to see how people think without even interacting with them in person. It is perfect. I also enjoy short videos and how they help me stay connected with the world and my friends.
A lot of my work involves the internet, so I have to be on it almost all the time to know what’s happening, catch up on my reads, and all that.
What rules do you live by on the internet?
Do not post what you cannot defend. Posting is not by force and also, and can we all laugh and go home? Why do we have to be negative or vile?
What moment or episode in your life would you say captured the essence of the internet?
Wow. I have had quite a few. I have made friends on the internet, started business ventures, mentored folks, and learnt a lot.
One of the most memorable episodes was the randomness of the In Nollywood Fellowship. I’d seen a post online about critics not being qualified, and I DMed one of the people who commented, asking if they had any pointers for how to fix the problem. Plenty of DMs later, and I had a fellowship concept note. We ran three successful cohorts and trained over 25 amazing people who are doing incredible things today.
I also met one of my really close friends online. DM’ed them because I liked their perspective, and we got talking.
Do you remember the first time something you posted went viral? What was it, and how did it make you feel?
I have gone ‘viral’ a few times over, constantly calling out Nollywood’s way of doing business. The internet is really special, and it has been quite a gift. I think it was something about how the industry was bent on not making real money, and everyone felt attacked. I stand by it.
What’s the most outrage you have ever generated over something you posted? How did you react to it?
Nothing significant. Just angry ‘business people’.
What’s your favourite social media platform? Why?
Instagram. It is the best platform in the world if you are not selling slim tea. It is light, communal, allows you to filter access better, and the pictures and commentaries are the best of both worlds.
YouTube or TikTok? Which do you prefer and why?
YouTube, because I love getting into the gist of things and getting context. TikTok is too short-form for me, and everything there appears trend-coded.
What was the last meme you saved?
I don’t save memes. Don’t know what this says about me. I see it, I like it, I move on.
What is your guiltiest online pleasure?
Going into the rabbit hole of gist. I am sorry, but I love it. Just opening multiple tabs on the issue till I find the original reporting.
What was the last rabbit hole you fell into?
Well, well, well. Can’t mention his name, but I found out that teenage boys were listening to this artist, and out of curiosity, I decided to find out why they were so enamoured by him.
The lyrics were quite disturbing as I listened to song after song, so I got digging about the artist, their views of the world, and the inspiration behind the music. Turns out they were accused of sexual harassment at some point and target teenage girls. This is a 39-year-old, by the way.
What’s the most interesting thing you’ve learned online recently?
Colour theory for mixed media work. I do some arts and crafts in my spare time, so this is one online niche I am excited about.
What’s a corner of the internet you’re obsessed with right now?
Arts and crafts. Needlework, painting, anything of the sort.
Which Nigerian creator do you think the world needs to see and hear more of?
Chinasa Anukam for sure. She should be everywhere.
Who is the coolest person you follow, and the coolest person who follows you?
I do cool work, so very cool people follow me. Not sure there’s a ‘coolest’ person I follow tbh. Haven’t really thought about it.
What is your favourite Nigerian podcast?
With an S. I’m a big fan of Deji Osikoya.
Have you ever hooked up with someone you met online?
Well…. I cannot read this question.
Five people you’d love to see answer these questions.
Mayowa Idowu
Seike Ibojo
Salem King
Dolapo Amusat
Chinasa Anukam
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