PluggedIN 2026: Brands, creators explore IP ownership, sustainable partnerships

The second edition of YouTube PluggedIN took place at the Landmark Event Centre in Victoria Island, Lagos. Created by Adetutu Laditan, the founder of Woof Studios Africa, the event was themed “Beyond the Placement: Rethinking How Brands Work with Creators.” According to This Day, the event was held in partnership with Insight Redefini and focused on how brands, agencies, and creators can move past conventional advertising to develop content that balances business goals with authentic audience engagement.

Premium Times reports that the Lagos event brought creators and brand executives together to explore partnerships aimed at turning digital content into long-term commercial projects and funded productions. Building on a 2025 pilot, this year's edition utilized small-group discussions and one-to-one engagements to move ideas toward partnerships, campaign briefs, and funded content, according to This Day.

Babatunde Olaifa, the Group CEO of Insight Redefini, stated that the growth of the creator economy relies on meaningful collaboration. Speaking at the event, he noted that the ecosystem cannot be built by a single stakeholder alone and emphasized the need to combine strengths to transform creative ideas into valuable content, according to This Day.

Brief written by urgent.news from Premium Times, This Day — 2 reports on this story. Machine-written — may contain errors; check the original before relying on it.