Content creation is becoming the new ‘oil’ and the University of Ibadan students are leading the charge. For this week’s Katanga Spotlight, IndyPress correspondent, Ambali Olayinka, interviewed Okunade Timilehin Emmanuel, best known as Casablanca. In an engaging conversation, Okunade, a final-year student of Urban and Regional Planning, University of Ibadan and student influencer, shared insights on the rapid rise of social media, the challenges of building a platform as a student, and how content creation is reshaping campus culture at the University of Ibadan.

Could you please introduce yourself?

My name is Okunade Timilehin Emmanuel, but everyone knows me as the ‘Casablanca of Africa.” I’m a student of Urban and Regional Planning at the University of Ibadan, but that’s just one side of me. I’m also a social media influencer, content creator, event PR, and producer. Right now, I host one of the biggest parties in Ibadan, and serve as the marketing expert for Food Bolt, a rising food brand in the city. I manage multiple projects from events and businesses to games, hangouts, and anything in the entertainment and media space. Basically, if it’s related to fun and creativity, you’ll find me there.

How did you get into content creation and influencing on campus?

I actually started as a social media influencer before I fully ventured into content creation. I have been influential for about five years, though in the beginning, it wasn’t very structured, it was more like, ‘let me just start and see where this goes.’ I never imagined I’d become the ‘Casablanca’ of today. It all began on my WhatsApp platform, where I would post daily news and updates for my network. Over time, that consistency helped me build a recognizable personal brand, eventually leading me into content creation and establishing myself as a campus influencer.

When did realize people were starting to pay attention to your work?

The turning point for me was at the UI’SU Variety Night, held at the Students’ Union Building Car Park. I wore a nice outfit that night, and suddenly, everyone started taking my picture and video. People started saving my WhatsApp contact just to keep up with my status updates, and that was when brands began reaching out, asking me to promote their products, sell tickets, and boost visibility. That night brought me into the limelight

From your own perspective, how would you describe the growth of social media influencing among UI students?

To be very honest, I think we can do better compared to other institutions. But the University of Ibadan has always been known for success. As long as students are willing to put in the work, anyone can become a great influencer. The potential is certain here. We just need more consistency and dedication.

Compared to a few years back, do you think more students are moving into content creation ?

Content creation is the new oil. As a business owner, startup, or entrepreneur, you can’t ignore it. You have to create content for your brand, your events basically add that touch of visibility to whatever you’re doing. That’s why we now see almost everyone with a tripod, a ring light, a microphone, and a phone shooting content in one way or another.

 

Do you think UI has a unique style or brand of content compared to other campuses?

Absolutely, UI has a unique style when it comes to content creation. Our contents are educational, relatable, and resonate with the student community. It’s the kind of content that earns applause and stands out. Whether you’re a student here or an outsider looking in, you can tell it’s from the University of Ibadan. Our content tells stories, engages audiences, and always aims to be outstanding.

What style do you think makes UI content unique?

The unique style is simple.. It’s the kind of content that, when you see it, you immediately know it’s from a University of Ibadan student. It stands out from the random content you scroll past on Instagram, TikTok, Facebook, or X. There’s a distinct energy and quality that makes our work recognizable anywhere.

Your “Untold Stories with Casablanca” series has gained significant  attention. What inspired it, and what role do you think projects like this play in shaping campus narratives?

“Untold Stories with Casablanca” was born from the many stories I felt were left untold. I wanted to create a platform where business owners, students, entrepreneurs, creatives, influencers and anyone who has made significant strides in their field can share their journeys.

Whether it’s scaling a business, growing as an influencer, or achieving milestones as a content creator, these stories inspire others and show that everyone starts from the bottom, progressing bit by bit, day by day. The series gives people an unfiltered space to share experiences and lessons, shaping a richer, more relatable narrative for the campus community.

The “No Filtered Podcast”, I think I saw that as well. Is it also related to your series?

No, it’s not related. “No Filters Podcast” was actually a friend’s project. I just joined in to support him after he noticed my work. It was more about helping out as a brother than connecting it to my own series.

What feedback do you usually get from students after these videos?

The feedback I get is overwhelmingly positive. On my WhatsApp platform, students often tell me, ‘Casablanca, you’re doing too much for you not to have a huge following.’ I appreciate it, but it also reminds me that I still have a long way to go. I know I need to put in more effort, creativity, and input to make my content even better. Beyond compliments, people often reach out to me to be featured in my interviews for brand visibility, career growth, or academic pursuits. Seeing that my work helps others while they recognize its uniqueness is incredibly rewarding.

What has been the driving force for all you’re doing?

The driving force for me is myself. I know that help won’t just come from nowhere, I have to put in the work. Of course, God has been guiding me, but ultimately, it’s my effort that keeps everything moving. People often ask how I manage to attend classes, write exams, and still pursue my content creation and influencing career. The truth is, one doesn’t affect the other. I always remind myself that in this media world, there are countless content creators, but not everyone is an influencer. You have to work hard, put yourself out there, and remain consistent.

I make sure to balance my studies with my social and media life. I attend parties, support friends’ projects across states, and stay present in the community, but I never forget my priority as a University of Ibadan student. Maintaining good grades, submitting assignments on time, and passing exams excellently are non-negotiable, no matter how busy I am.

But one misconception people have generally is that they look at party or fun enthusiasts as people whose aim is not positive-minded, do you share the same view as well?

I can confidently say that attending parties doesn’t make someone a bad person. I actually see parties as opportunities to build social capital and make connections. I viewed a friend status and he said while others see parties, he sees networking, and that really stuck with me. I attend events not just for fun, but to meet new people, share what I do, and expand my media career through branding, collaborations, and meaningful meetups. It’s about working smart while enjoying life.

What are the biggest challenges of being a student influencer in UI, especially balancing it with academics?

One of the major challenges is time. People expect a lot from you. They see you as someone always on point, but nobody is perfect except God. As an influencer, I can’t always act freely like a regular student. Some perceive it as pride, but really, it comes with responsibility. I have to constantly update my followers, keep up with trends, and meet the requirements of brands or clients who hire me. On top of that, I’m a student. I don’t want to fail. My main purpose at the University of Ibadan is to earn my degree and leave with a good academic record. Balancing this academic pursuit with a media career is a key challenge that requires careful planning, discipline, and a lot of effort.

Okay, how have you now been able to balance it?

Honestly, it’s just me. I’ve been doing this for a couple of years, and over time, I’ve learned how to manage both my studies and my media career. It’s about experience, discipline, and finding a rhythm that works.

And is there this trick that works for you, I mean?

Honestly, I just go with the flow. I know that when I wake up, I have to attend class, and when I get back, there’s a lot to do. It’s about taking each day as it comes and managing my responsibilities as they arise.

Where do you see the future of content creation in UI? Where do you think it’s heading in the next few years?

Content creation in UI is definitely on the rise . In the next few years, I believe the University of Ibadan will be proud to showcase some of the finest and biggest influencers and content creators in Nigeria and possibly even the world. The future looks bright, and I’m excited to be part of this growth.

What’s your advice to upcoming students who want to grow their social media platforms while in school?

Honestly, I wouldn’t say I’ve fully   arrived on social media. Yet, my platform is still catching up. But if there’s one thing I’ve learned, it’s that you just have to put in the work. Time waits for nobody. That idea you think is fresh? A hundred other people are probably thinking the same thing. It’s not about who shoots first, it’s about who creates with their own unique style. Don’t wait for the perfect phone or equipment. When I started, I actually borrowed my classmate’s phone in 200 level just to record content. I wasn’t even that serious then, but I still kept creating. Today, I have my own phone and a clearer sense of direction. The lesson is simple: start where you are, use what you have, and keep creating.

Thank you for granting this interview.