Media entrepreneur and host of the viral talkshow #WithChude, Chude Jideonwo has announced the launch of FourthMainland, a new media group bringing together a growing portfolio of content, media and creator companies under one central operation. The group brings together established companies including YNaija and Joy Inc., alongside The Masterlist, Chude Jideonwo Presents, the FourthMainland Creator Fund, the FourthMainland Agency and the FourthMainland Academy. Reflecting on the vision behind the group, Jideonwo wrote, “Over the past two years, my team and I have been building out behind the scene the rails of a huge vision: a content and creator hub for the most compelling contemporary storytelling and IP from mainstream African culture.”

At the centre of FourthMainland is an ecosystem of companies with distinct roles across media, culture, creators and learning. YNaija interprets the news, people and events shaping Nigeria through the lens of culture, while Joy Inc. focuses on happiness, resilience, learning and well-being. The Masterlist provides culture data and intelligence for media creators and campaigns, while Chude Jideonwo Presents tells stories about the emotional lives of Nigerians and Africans through Jideonwo’s voice. The group also includes the FourthMainland Creator Fund, which identifies, incubates and invests in standout African creators; the FourthMainland Agency, which helps organisations reach audiences through its content network; and the FourthMainland Academy, which trains and develops media, content and storytelling professionals and leaders.

Explaining the thinking behind bringing the companies together, Jideonwo said, “What we have done is bring together our established content companies and our new content startup that were all run independently, even though many shared services, into one central operation, one group of companies.” The consolidation marks a new chapter for the businesses, bringing their different strengths into one ecosystem built around content, creators and culture. FourthMainland is now home to the group’s companies, platforms and initiatives.