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Meet Gift Edah, the multimedia visionary powering Africa's biggest brand experiences

For over 15 years, Gift Edah has been quietly transforming the landscape of multimedia production in Africa. As the Founder and Lead Creative of Rayvolution Media, he has built a reputation for pushing the boundaries of storytelling, blending creativity, strategy, and cutting-edge technology. From Netflix to Samsung, Heineken to the African Union, Edah's creative fingerprint is on some of the most ambitious and technically complex productions across the continent. 'I realised early in my professional journey that there was a lot of technology involved in delivering various kinds of creative outputs, but very little support by means of the availability of said technology and the know-how to deliver the desired output,' he recalls. 'This pushed me to start my journey in development, and then it metamorphosed into a consistent, outstanding technology-enabled creative expression that has built up to the brand that we have become today.' Rayvolution Media isn't just a production agency; it's a solutions powerhouse. 'We enjoy solving complex problems,' he explains. 'What sets us apart is our unwavering commitment to excellence, no matter the brief, budget, or complexity. We show up ready to give our best, roll our sleeves, lean into the challenge, and build creative technology solutions that work and move the needle.' The Heineken Challenge: Creative Precision at Lightning Speed A recent example of this mindset was Rayvolution's role in the Heineken UEFA Champions League Finals Activation. 'The brief came in at the last minute, just 36 hours to go,' Edah reveals. 'We had to immediately deploy two teams to Lagos and Port Harcourt. We first had to provision the sites with dedicated internet by locating the nearest base station and deciding on a fibre or point-to-point framework. Then we aligned with both agencies, Livespot in Lagos and Expoze in Port Harcourt, to establish protocol with the AV infrastructure on ground.' The execution required meticulous logistics, the deployment of creative technicians, and live coordination under immense pressure. The result? A seamless activation that reinforced Rayvolution's ability to deliver under pressure while maintaining quality at every level. With over 300 digital storytelling projects and 200+ live productions under his belt, Edah has mastered the nuances of scaling operations across different regions and even continents. 'Nothing beats having the correct information about your deliverables, the right tools for execution, and a skilled team that stays updated with emerging trends and technologies,' he says. 'This and never allowing yesterday's success or failure to affect today's challenge.' Shaping the Next Generation Through Social Impact and Technology But Edah's vision extends far beyond client briefs. He's equally passionate about using multimedia as a tool for empowerment. He has been involved in programs such as Skill Sprint and the British Council's Creative Hustle, helping young people acquire relevant skills in a rapidly changing digital economy. 'Human capital development is one of the ways Africa can level up in the League of Nations,' he explains. 'Bringing the next generation of young creatives up to speed is my topmost priority. Not many schools teach what we do, yet these skills can transform the livelihoods of at-risk youth.' He's mentored over 500 young creatives and continues to share the same guiding principles. 'Knowledge first. Whatever your hands find to do, do it very well. Always strive to be the best at what you do and be level-headed while doing it. Ask the right questions. Collaborate. A tree never makes a forest.' Looking ahead, Edah believes Africa's multimedia sector is on the cusp of global relevance. From Afrobeats visuals to virtual events, gaming to IP development, the opportunities are limitless. 'Multimedia producers can now shape Africa's cultural, social, and economic future,' he says. Rayvolution Media is already adapting. Edah shares how his team was livestreaming to 15 concurrent platforms, including Instagram, before the platform even offered an API. 'Now with AI, we can approach more complex limits and deliver more answers to the media problems of tomorrow, which we can envision today.' And the future? 'We want to redefine multimedia quality locally and deliver global standards. That means expanding our team to include some of the best hands, including those in the diaspora. We're exploring partnerships to access tools like AR, XR, 3D motion capture, and even adapting these to live broadcast. The goal is simple: to be one of the best multimedia technology support teams out of Africa.'