The ancient town of Oyo, once the heartbeat of one of Africa’s most formidable empires, recently celebrated a historic moment; the coronation of a new Alaafin. This event, wrapped in deep cultural reverence and historical importance, was met with jubilation across Yorubaland and the Nigerian diaspora.
However, there were concerns, and rightfully so, over the level of aura the event generated and importantly, the disappointing handling of media communications surrounding this prestigious occasion.
That could be overlooked, but weighing at the Alaafin’s public appearances, engagements, and activities so far, the press releases, official communications, and public messaging havefallen short of the grandeur and accuracy expected of the king’s imperial court.
It is not simply a matter of semantics. To reduce the historic dominion of Oyo to a mere “kingdom” is to erode centuries of legacy. The Old Oyo Empire was no provincial monarchy. it was a sprawling, sophisticated polity that rivalled the great empires of West Africa like Mali and Songhai, and maintained intricate diplomatic and military ties with both African and European powers.
The title “Alaafin of Oyo” was synonymous with imperial power, not simply regional authority. To now refer to this domain as the “Oyo Kingdom” in official channels is a troubling misstep, symptomatic of a broader failure to uphold the historical dignity and global stature of the Alaafin.
Words matter. In today’s hyperconnected world, perception is everything. Titles, phrases, and imagery used in media shape how people, both at home and abroad, understand and interact with cultural institutions.
Referring to the Alaafin’s domain as a “kingdom” might seem minor to the untrained eye, but for those familiar with the rich history of the Oyo Empire, it is nothing short of a mischaracterisation. An empire implies scale, complexity, and authority over multiple territories and subordinate kings; a kingdom, by contrast, suggests a single sovereign realm.
This misrepresentation is more than historical revisionism; it is a loss of prestige. The Alaafin was not only the spiritual and political head of Oyo but also the emperor who oversaw a confederation of vassal states, war chiefs, and provincial rulers.
The imperial army, led by the formidable Eso corps, projected Oyo’s influence from the savannahs of northern Yorubaland to the Atlantic coast. The Alaafin received tributes from conquered territories and had the political clout to influence events far beyond the borders of modern-day Oyo State. Such authority demands appropriate representation in all official communications.
Media consultancy is not simply about broadcasting information; it is about crafting narratives, managing reputation, and positioning an institution for the global stage. In the case of the Alaafin, media strategy must operate on two levels. Firstly, it should preserve and amplify the cultural and historical legacy of the Oyo Empire. Secondly, it must establish the Alaafin as a modern, dynamic monarch who commands respect both within Nigeria and beyond.
The current media approach has opportunities for enhancement, as it could benefit from greater organisation to better support the two objectives. Some press releases might be strengthened with more coherence and cultural awareness, while social media posts could be more consistent and engaging, with attention to quality images and accurate information.
There is potential to develop a clearer branding strategy, enhance thematic cohesion, and incorporate modern tools such as digital archiving, interactive media, or multilingual outreach. These enhancements could help elevate the palace’s communications to a world-class standard.
Contrast this with a few monarchs around the world whose digital footprints have been meticulously managed to reflect the depth and sophistication of their respective cultures. Documentaries, high-definition photographs, verified social accounts, and formal press liaisons have all helped reposition these monarchies not only as traditional authorities but also as global cultural ambassadors. The Alaafin deserves no less.
To understand the magnitude of what is at stake, one must revisit the glory days of the Old Oyo Empire. At its zenith between the 17th and 18th centuries, Oyo was arguably the most powerful empire in present-day Nigeria. The Alaafin was elected from within the royal family by a council of chiefs known as the Oyomesi, and his power was balanced by institutional checks and religious oversight, making the empire an early example of political complexity and constitutional monarchy in sub-Saharan Africa.
Internationally, Oyo’s strategic dealings with European traders, especially the Portuguese and British, showed a diplomatic acumen rarely matched in the region. Domestically, the empire was a crucible of Yoruba art, philosophy, military science, and religion. The role of the Alaafin in preserving the Yoruba worldview, evidently, through the patronage of orature, Ifa divination, and the custodianship of festivals such as Oranyan and Sango, cannot be overstated.
Any effort to modernise the Alaafin’s image must begin with a proper grasp of this history. It is not merely a heritage to be remembered; it is a legacy to be projected. The modern Alaafin is not only a traditional ruler but a living symbol of centuries of Yoruba imperial wisdom, diplomacy, and resilience.
The time has come to completely overhaul the way the Alaafin’s palace communicates with the public. At the heart of this transformation is the urgent need to engage professional media consultancy. The media office of such a revered institution must not be run on an ad-hoc or slapdash basis.
Rather, it should be staffed with a team of trained professionals in communications, public relations, historical archiving, photography, and digital media strategy. This team would bear the responsibility of shaping and projecting the image of the Alaafin in a way that reflects both historical grandeur and contemporary relevance.
A critical starting point is the restoration of accurate historical branding. The term “Oyo Empire” should be reinstated and standardised across all official correspondence and media releases. Anything less misrepresents the magnitude of the Alaafin’s authority and diminishes the imperial legacy of Oyo.
Alongside this, the palace must commission professional photographers and videographers to ensure that royal events, ceremonies, and festivals are captured in high definition, with an eye for both documentation and artistic presentation.
Moreover, in an age dominated by digital engagement, it is imperative to establish a strong online presence. An official website, or at the very least, verified social media handles, should be created for the Alaafin. These platforms must be well-managed and regularly updated, becoming the definitive source for accurate news, historical insights, cultural announcements, and event coverage related to the throne.
The importance of well-prepared public communication cannot be overstated. Palace spokespeople must either be well experienced or undergo media training to cultivate clarity, diplomacy, and authority in their statements. They represent not only the current Alaafin but the lineage of all who have come before him.
Collaborations should also be sought with different agencies, historians, and cultural institutions. These partnerships can be instrumental in curating exhibitions, lectures, and documentaries that honour and preserve the enduring legacy of the Oyo Empire.
Furthermore, special attention must be given to engaging the Yoruba diaspora, particularly in the United Kingdom, the United States, and Brazil. Media campaigns should be thoughtfully tailored to speak to their unique experiences and cultural memory, bridging the geographical distance with a sense of shared heritage.
Given the multilingual nature of the Yoruba people and their diaspora communities, official communications from the palace can be made available in Yoruba, English, and where appropriate, Portuguese. This inclusivity will not only foster accessibility but also underscore the global dimension of the Alaafin’s historical influence.
Finally, a formalised and structured order of royal events – including annual events, if possible – should be introduced and widely publicised in advance. This controlled approach will serve not only cultural and ceremonial purposes but also attract both local and international tourism, thereby boosting cultural pride and economic activity.
Let it be also said that not every whisper in the wind deserves the echo of a royal response. The Alaafin’s media management must learn the fine art of strategic silence, an underrated virtue in this age of noise. By responding to every passing controversy, rumour, or trivial slight, they risk diminishing the grandeur of the imperial stool.
It is not everything that warrants the golden ink of the palace press. The team should know when to roar and when to recline in dignified quiet, curating only the narratives that fortify the legacy, not ones that entangle it in pettiness. After all, the lion need not chase every barking dog on the path to the throne.
In short, a complete transformation in how the Alaafin’s palace manages its media and public engagement is not only timely but essential. The grandeur of the empire demands it, and the dignity of the throne depends on it.
The sons and daughters of Oyo must not be silent in matters relating to their imperial legacy. The coronation of a new Alaafin was not merely a traditional affair; it was a continuation of one of Africa’s greatest political and traditional institutions. As such, it must be treated with the seriousness it deserves.
Media representation is no trivial matter; it is the lens through which history is remembered and authority is sustained. If the Alaafin is to stand shoulder to shoulder with other global monarchs, his media team must match the majesty of his crown with the precision of their words and the excellence of their craft.
This is not a plea for modernisation at the expense of tradition, but a demand for professionalism in the service of heritage. The Alaafin is more than a king. He is the living emblem of an empire. In the quest to shine and cement the Alaafin’s image, one must remember the timeless Yoruba saying; ‘Aji sebi Oyo láárí, Oyo o sebi baba enikookan‘ — while Oyo is celebrated far and wide, no one can rival its greatness.
So, let us treat him, and his legacy accordingly.
Babatunde, a lawyer, corporate compliance advisor, and international multiple award-winning journalist, writes from Lagos, and can be reached via bdtitilola@gmail.com
