Fola Folayan is on a mission to transform radio in Africa

In today’s media landscape, the role of broadcasters is evolving beyond traditional radio. With digital platforms, podcasts, and social media transforming how audiences consume content, aspiring broadcasters must be equipped with the right skills to stay relevant. Fola Folayan, a broadcast journalist, media entrepreneur and communications specialist, understands these shifts firsthand. With years of experience […]

In today’s media landscape, the role of broadcasters is evolving beyond traditional radio. With digital platforms, podcasts, and social media transforming how audiences consume content, aspiring broadcasters must be equipped with the right skills to stay relevant.

Fola Folayan, a broadcast journalist, media entrepreneur and communications specialist, understands these shifts firsthand. With years of experience in radio, media training, and public relations, she has mentored and trained countless broadcasters across Africa. As the founder of The Radio Masterclass, an initiative dedicated to equipping young media professionals with the knowledge and skills needed for today’s industry, she has played a key role in shaping the future of broadcasting.

In this interview, Fola shares her insights on how The Radio Masterclass is preparing the next generation of broadcasters, the evolving trends in media, and the skills that are essential for success in an industry that is more competitive and dynamic than ever.

 

What inspired you to start The Radio Masterclass, and what gap did you see in the industry that needed to be filled?

The Radio Masterclass started in 2016 when I was a radio host at Nigeria Info FM Lagos. Many young people were reaching out to me on social media, asking for learning opportunities, internships, or just a chance to visit the studio and watch me work. I understood their passion and wanted to help.
At first, I planned a one-day seminar where journalism students and anyone interested in radio broadcasting could learn from professionals and ask questions. The first event was a success, with around 200 people attending. Seeing the interest, I organized the seminar twice a year until 2019.
By then, it was clear that a one-day event wasn’t enough. People needed hands-on training and real experience. So, I teamed up with friends and colleagues to create a learning program with weekend classes for four weeks. After the training, participants were placed in partner radio stations for internships. It worked well—many students learned faster, and several were later hired as broadcasters.

How has your personal journey in broadcasting shaped the vision and structure of The Radio Masterclass?

I wouldn’t be where I am in broadcast journalism without the help of experienced colleagues and mentors who guided me early in my career. Their support made me want to give back and help new broadcasters. I know how important training, real-life practice, and mentorship are, and that’s what shaped The Radio Masterclass. It’s not just about teaching skills—it’s about helping our students grow and build their careers.
3. What were the biggest challenges you faced when establishing The Radio Masterclass, and how did you overcome them?
One of the biggest challenges we faced in the early days of The Radio Masterclass was money. We had to pay for venues, instructors, and learning materials. We kept the training affordable because we knew not everyone could pay a lot, and we wanted to make it easy for people to join. But when COVID happened, it became even harder for people to afford the training.
To keep going, we had to look for scholarships and move the classes online. It also became difficult to find internship opportunities, so we had to stop that part of the program. The virtual classes helped because they were cheaper, and we could welcome students from outside Lagos. We had participants from Benin, Kano, and Kaduna. We also saved money since we didn’t have to rent a physical space like before.

Can you share a success story or a proud moment from the Masterclass that solidified your belief in its impact?

There have been so many proud moments. I feel fulfilled every time I see a former Radio Masterclass student succeeding as a broadcaster—and there are so many of them now! One of my proudest moments was when a former student asked me to write a recommendation letter for a media job in the UK. He had used his Radio Masterclass certificate in his application—and he got the job!
Since then, we’ve written many recommendations, and our alumni are now working in radio stations across the country. Some have even moved up to management positions. This makes me so happy and reminds me why I do this.

In your opinion, how has the broadcasting industry evolved in recent years, and what role does The Radio Masterclass play in preparing new talent for these changes?

The broadcasting industry has changed a lot in recent years, mainly because of digital technology. Traditional radio is no longer the only way people listen to audio content. Now, there are podcasts, streaming services, and online radio stations, which give broadcasters more ways to reach people around the world.
Social media has also had a big impact. Radio presenters are no longer just voices on the air—they are now content creators who connect with their audience in many ways. Platforms like Twitter, Instagram, and TikTok make it easier for broadcasters to interact with listeners in real time.
Another major change is the use of AI in broadcasting. AI has made things easier, like automating some tasks, but it has also raised concerns about job security and whether content feels real. Despite these changes, storytelling and having a strong on-air presence are still very important for keeping audiences engaged.
The industry is also more competitive now, with more independent broadcasters and online platforms competing with traditional media companies. This means broadcasters must keep learning and improving to stay relevant.
At The Radio Masterclass, we don’t just teach the basics of radio—we train students to succeed in today’s digital media world. We help them develop skills for radio, podcasts, and other digital platforms. We also introduce them to new industry trends, including AI tools.
Mentorship is another key part of our program. We connect students with experienced professionals who help them understand the industry and guide them through career challenges. We also offer networking opportunities, helping students build relationships with industry leaders, which increases their chances of getting jobs, internships, and collaborations.

What skills do you think aspiring broadcasters often overlook but are crucial for success in today’s media landscape?

Many aspiring broadcasters focus on having a great voice and strong presentation skills, but there are other important skills they often overlook in today’s media world.

One of these is digital content creation. Being on the radio is no longer enough—broadcasters need to create content for social media, podcasts, and video platforms like YouTube and TikTok. Knowing how to turn radio content into digital-friendly formats can help attract more listeners and build a personal brand.
Another important skill is editing. Learning how to edit audio and video using tools like Audacity, Adobe Audition, or even simple apps like CapCut can make a big difference. Broadcasters who can edit their own content have more control over how their work is presented and shared.
Storytelling and scriptwriting are also key. It’s not just about talking on air—it’s about knowing how to tell a story in a way that captures people’s attention. Writing scripts helps broadcasters sound more professional, whether they are hosting a live show, conducting an interview, or creating social media content.
Many new broadcasters don’t pay enough attention to understanding their audience. Knowing what people like, what topics interest them, and how they engage with content is crucial. Learning how to use audience data from social media and streaming platforms can help broadcasters create content that keeps listeners coming back.
Networking and personal branding are also often ignored. Talent alone isn’t always enough to succeed—building good relationships with industry professionals and creating a strong online presence can open doors to new opportunities. The media industry is changing fast, with new technology like AI, broadcasters need to be flexible and willing to learn to use AI tools to stay ahead. Those who adapt quickly will have more chances to grow and succeed.

The Radio Masterclass focuses on equipping the next generation of broadcasters. What does this mean for the future of media in Nigeria and beyond?

The Radio Masterclass is helping to shape the future of media in Nigeria and beyond by training the next generation of broadcasters with the skills they need to succeed. Today, it’s not enough for broadcasters to just read the news or entertain people. They need to be good storytellers, critical thinkers, and skilled at using digital tools to create engaging and meaningful content.

One of the key areas we focus on is Solutions Journalism. Instead of just reporting on problems, this approach teaches broadcasters how to highlight possible solutions and the people working to fix issues in society. This kind of reporting helps audiences understand challenges better and encourages positive change.

We also train broadcasters in Data Journalism, which helps them tell deeper, fact-based stories. With this skill, radio broadcasters can give more accurate and insightful reports instead of just relying on opinions or surface-level information.

Another important area is Fact-Checking and Fighting Misinformation. Today, fake news spreads quickly on social media, and broadcasters need to know how to check if information is true before sharing it. Learning to fact-check helps keep their credibility. For Nigeria and beyond, this means a future where broadcast media is more responsible, informative, and focused on real solutions. At The Radio Masterclass, we are not just training people to work in media—we are helping them become leaders who will shape the future of broadcasting.

How do you see The Radio Masterclass shaping the careers of its participants and, by extension, the industry?

At The Radio Masterclass, we are helping young broadcasters build strong careers by giving them the right training and real industry exposure. Many people have the passion for broadcasting but don’t know where to start or how to grow. We bridge that gap by teaching practical skills, connecting them with mentors, and giving them opportunities to showcase their talent.
I’ve seen so many of our students go from being unsure about their future to landing jobs in radio stations, creating their own media projects, and even mentoring others. That’s the goal—to not just teach broadcasting but to help people find their path and grow in the industry.
By shaping the next generation of broadcasters this way, we are also helping the media industry grow. When well-trained professionals enter the field, the quality of content improves, audiences get better news and entertainment, and the industry as a whole becomes stronger.

As a seasoned broadcaster, what advice would you give to someone starting out in the industry today?

If you’re just starting out in broadcasting, my biggest advice is to never stop learning. The media industry is changing fast, and to stay relevant, you need to keep upgrading your skills. Take training seriously, even if it’s a free online course. There are so many resources available today that can help you improve your storytelling, editing, and presentation skills—use them.
Think beyond the classroom and learn outside the box. Read widely—not just about broadcasting, but about different topics like politics, business, entertainment, and culture. A well-informed broadcaster is always ahead. Listen to everything—both local and international radio. Pay attention to how professionals engage their audience. This will help you develop your own unique style.
Expand your network by connecting with industry professionals. Attend conferences, seminars, and workshops where you can learn from experienced broadcasters and meet people who can guide you in your career. Apply for fellowships and training programs to gain more knowledge and understand global media trends and standards.
Most importantly, stay curious and open to new opportunities. The more you learn and expose yourself to different aspects of the industry, the better your chances of growing into a well-rounded, successful broadcaster.

If you could give one piece of advice to your younger self at the start of your broadcasting career, what would it be?

If I could give one piece of advice to my younger self at the start of my broadcasting career, it would be this: Start applying for journalism fellowships early and invest in building a multimedia content platform.
But it’s never too late to learn and grow, and that’s the mindset I encourage every aspiring broadcaster to have. Keep learning, keep building, and always think ahead.

What are your long-term goals for The Radio Masterclass, and how do you plan to expand its reach and impact?

Our long-term goal for The Radio Masterclass is to make it a leading training hub for broadcasters across Africa. We want to expand our reach and impact by providing more learning opportunities, building strong industry partnerships, and creating platforms for knowledge sharing.
One of our biggest plans is to host an African Radio Conference—a space where broadcasters, radio managers, and media professionals from across the continent can come together to discuss industry challenges, share ideas, and learn from experts. This will help strengthen radio broadcasting in Africa and prepare it for the future.
We also plan to expand into consultancy services for radio stations, offering professional training and support to help improve programming, audience engagement, and overall content quality. Many stations struggle with content development and newsroom efficiency, so we will introduce specialized courses for radio managers and newsroom staff to help them stay competitive and adapt to industry changes.
Partnerships are key to our growth. We aim to collaborate with radio organizations and global media development groups to create more training programs, provide valuable resources, and give broadcasters access to international opportunities.
Ultimately, our goal is to make The Radio Masterclass a trusted institution for media training in Africa, helping to raise a new generation of skilled, ethical, and innovative broadcasters who will shape the future of radio.

With the rise of digital media, do you see The Radio Masterclass evolving to include training for podcasting or other emerging audio formats?

Yes, The Radio Masterclass already includes training for podcasting and other emerging audio formats. We teach participants how to plan, record, edit, and distribute podcasts effectively, as well as how to grow and engage their audience. Our goal is to ensure that our students are not just prepared for traditional radio but are also ready to explore and succeed in the growing world of digital audio content.