For years, Gbongan has been known largely for its rich history, traditional institutions, busy commercial activities and strategic location in Osun State. But beyond these familiar descriptions, another side of the town is gradually becoming more visible the creativity of its young people.

From photography and entertainment to music, fashion, digital content and event production, young creatives are finding ways to express themselves, build audiences and turn their talents into opportunities.

The change may not yet be as obvious as it is in bigger Nigerian cities, but the signs are becoming increasingly visible.

Gbongan has long had connections with Nigeria’s entertainment industry. One notable example is Bolaji Amusan, popularly known as Mr Latin, the comic actor, filmmaker, director and producer who was born in Gbongan. His long career in the Nigerian entertainment industry, including his leadership role in the Theatre Arts and Movie Practitioners Association of Nigeria, is part of the town’s connection to the country’s creative space.

Today, a new generation is exploring creativity in different ways.

The growth of social media has made it easier for young people in towns like Gbongan to showcase their work without waiting for opportunities from major cities. A photographer, fashion designer, musician or content creator can use Instagram, TikTok, Facebook, YouTube and other digital platforms to display their work and reach people far beyond their immediate environment.

Photography, for instance, is already part of Gbongan’s emerging creative landscape. Inspiration Photo is one of the photography brands associated with the town’s creative scene, providing services for events and photo assignments. Its work also takes it beyond Gbongan, with photography jobs in different towns, cities and states, showing how local creative skills can generate opportunities outside the immediate community.

Entertainment activities are also creating spaces for young talents to perform and connect with audiences. In June 2025, an event titled “17th Years on Stage,” organised by Ayotokun Division of Entertainment, was held at Oke-Ola in Gbongan and featured music, dance and theatre.

Such activities may appear small compared with major entertainment events in Lagos, Ibadan or Osogbo, but they are important because creative industries often grow from local communities. A performance gives an artist a platform, an event gives photographers and videographers something to work on, while gatherings create opportunities for designers, makeup artists, DJs, decorators, comedians and other service providers.

For young people, this can be more than entertainment. It can become a source of income.

Gbongan’s contemporary music scene is also developing, with young and emerging artists such as Superboy, Abayork, Delamore and others contributing to the town’s growing musical culture. Delamore, one of the newer names attracting attention, has released music including “Jungle,” giving another example of how emerging artists can use digital platforms to reach listeners beyond their immediate environment.

The town’s comedy scene is also finding expression through local comedians and skit makers, including Horlalomi Comedy and others who use humour and social-media content to entertain audiences.

The rise of the digital economy has changed the meaning of being creative. Someone no longer needs to work for a major media company before becoming a content creator. A person with a smartphone, internet connection and an idea can begin producing videos, taking photographs, promoting fashion, creating comedy or building an online brand.

Gbongan is also home to an important local media platform in this creative ecosystem. De-Ultimate Radio, located around the Adebisi area of the town and associated with Abiodun Ayinde Durotoye, is the first radio station in Gbongan. Its presence provides a platform for local voices, music, entertainment and community activities, helping connect talents with audiences within and beyond the town.

This wider transformation is already receiving attention across Osun State. The state government has promoted initiatives aimed at supporting creatives and digital creators, including the Osun Creative Conference, which focused on areas such as graphic design, photography, video production and social-media content creation. The initiative also highlighted the need to connect young creatives with skills, opportunities and funding.

That broader environment could provide opportunities for young creatives in Gbongan as well.

The town’s cultural identity may also become an advantage. Gbongan is not simply a place where young people live and work; it is a community with traditions, stories, festivals, personalities and everyday experiences that can become creative material.

A filmmaker can tell a story about the town. A photographer can document its people and culture. A fashion designer can draw inspiration from Yoruba heritage. A content creator can turn everyday experiences into entertaining stories. Musicians can combine contemporary sounds with local influences.

Gbongan’s creativity also extends beyond modern music and digital content. Akuba drumming remains a popular form of entertainment at parties, celebrations and other social events. Groups such as Arole Young Star Band and other Akuba performers continue to entertain audiences, and their performances are not limited to Gbongan. They travel to different towns, cities and states for events, carrying a distinctive part of the town’s entertainment culture with them.

This is where the relationship between culture and modern creativity becomes important.

Rather than abandoning traditional identity in the pursuit of modern entertainment, young creatives can use their cultural background as part of what makes their work distinctive. The sound of Akuba drums, for instance, remains relevant in contemporary celebrations while musicians and content creators explore newer forms of entertainment.

Social media has made this even more possible. A story created in Gbongan can potentially be watched in Lagos, Abuja, London or anywhere else with internet access. A local fashion brand can find customers outside Osun. A musician can release a song independently, while a photographer can build a portfolio online.

The same applies to entertainers. A comedian can create a skit in Gbongan and reach viewers outside the town, while an Akuba group can perform at an event in another state and introduce its style to a new audience.

But the growth of the creative sector in Gbongan will also depend on the opportunities available to young people.

Talent alone is not always enough. Creatives need access to reliable internet, equipment, training, mentorship, performance spaces, funding and people who are willing to support their work.

This is one reason local events and creative communities matter. They provide places where young people can meet, collaborate, learn from one another and introduce their work to potential audiences.

If properly supported, the creative sector could also contribute to the town’s economy. Every entertainment event requires different hands from sound engineers and DJs to photographers, videographers, decorators, caterers, makeup artists, designers, ushers and event planners.

That means the success of one creative activity can create opportunities for several other young people.

Gbongan therefore has the ingredients for a growing creative community: young people with talent, social-media platforms that can provide visibility, local media, entertainment organisations, traditional performers, local events that create opportunities and a cultural identity that can inspire original stories and artistic expression.

The journey, however, is still developing.

Gbongan may not yet have the scale or infrastructure of Nigeria’s biggest creative centres, but the emergence of young people using their skills, technology and local opportunities to build creative careers is worth watching.

The next major musician, filmmaker, photographer, comedian, fashion designer or content creator may not necessarily begin their journey in Lagos or Abuja.

They could begin in a town like Gbongan.

And if the growing interest in creativity among its young people continues to receive the right support, the town may gradually become known not only for its history and heritage, but also as a place where young Nigerian creatives can dream, create and grow.