By Chigozie Chukwuemeka
Nigeria missed a major opportunity to strategically showcase its rich cultural heritage during American streaming sensation Darren “iShowSpeed” Watkins Jr.’s visit due to poor planning, a rushed itinerary focused solely on Lagos and a lack of coordination with cultural experts. While other nations on his tour like South Africa and Benin Republic offered curated cultural and natural experiences,
Nigeria’s presentation largely focused on chaotic street scenes, which many argue failed to represent the country’s true depth and potential for tourism. iShowSpeed’s highly anticipated visit to Lagos, Nigeria, as part of his “Speed Does Africa” tour, was a whirlwind of viral moments, massive crowd and significant controversy, leaving a mixed legacy of a groundbreaking cultural exchange and organizational chaos.
The experience, which coincided with his 21st birthday and 50 million YouTube subscriber milestone on January 21, 2026, can be viewed through the lens of The Good, the Bad and the Ugly.
Key Missed Opportunities
- Failure to move beyond Lagos: Lagos, while vibrant, is a commercial hub and a melting pot of cultures, not necessarily the best place to showcase deep-rooted traditional heritage which exists in other regions like Enugu, Kano or Cross River states.
- Lack of Curation and Storytelling: The visit involved “stacking activities instead of telling stories”. Sites like the Nike Art Gallery were visited, but without proper context or interpretation for his global audience, they ended up as just scenery rather than a meaningful cultural presentation.
- Absence of Diverse Cultural Displays: Speed’s other African visits included racing a cheetah in South Africa, seeing gorillas in Rwanda and observing Egungun and Vodun displays in Benin Republic. Nigeria failed to organize equivalent, unique cultural experiences, such as traditional festivals or natural landmarks like Zuma Rock, Olumo Rock, Ikogosi Warm Spring just to name a few.
- Focus on Street Chaos and Begging: The lasting images from the livestream for many viewers were the overwhelming crowds and numerous fans asking for money, which created a narrative of “noise, shouting and begging” rather than showcasing talent and organized culture.
- Poor Planning and Security: The organizers were criticized for inadequate security and a rushed schedule that led to the abrupt end of the visit. Better planning and collaboration with tourism professionals could have structured the visit to avoid chaotic situations and highlight strategic locations.
The organizational shortcomings and the general chaos meant Speed’s stay in Nigeria was reportedly cut short, ending abruptly compared to his longer stays in other African countries like South Africa. The contrast was highlighted when Speed arrived in the neighboring Benin Republic, where he was greeted with organized, traditional Egungun masquerade displays and drumming that awed him and his viewers. Critics pointed out that Nigeria, despite its size and rich culture, appeared unorganized and missed the chance to proudly display its own unique ancestral traditions.
Before his visit, the Kenyan government welcomed him to the country. The Tourism Ministry welcomed him to experience the tourism nature of Kenya, with President William Ruto conveying a message to him. “Jambo IShowSpeed, welcome to Kenya, karibu Kenya. Kenya is not just another country; Kenya is a pulse, a feeling. Kenya is home. This is magical Kenya, the origin of wonders,” Ruto stated. Notably, the government was also represented during Speed’s first day as Tourism Cabinet Secretary Rebecca Miano had a brief interaction with the streamer at the KICC rooftop before he embarked on his helicopter ride.
Overall, the visit was a lesson in destination marketing, demonstrating that organic street interactions, while authentic, need to be balanced with intentional, well-curated cultural experiences when leveraging a global platform for national promotion.
