AWO The Musical
As strategic and creative consultants, Culture Lab was instrumental in bringing a distinctly Nigerian story — the life and legacy of Chief Obafemi Awolowo — to an international stage. By introducing global creative processes and strategic frameworks, we guided the project’s transition from Lagos to London, ensuring it resonated with diverse audiences while retaining its authentic cultural voice. The result is a production that reflects the best of both worlds — international in ambition, deeply Nigerian in spirit.
May 30, 2024
Awo: The Musical — Reframing a Legacy
Culture Lab served as a strategic and creative consultant on Awo: The Musical, advising on the project’s expansion and successful transition from Lagos to its debut in London. The production, which explores the life and legacy of Chief Obafemi Awolowo, brings to the stage a powerful narrative of leadership, vision and national identity.
Culture Lab provided strategic direction and cultural advisory to ring this musical from Lagos, Nigeria to London, guiding the positioning, audience development, and cross-market communication to ensure the story resonated with both Nigerian and international audiences. In addition, the team led the visual direction for the marketing campaign, developing a cohesive design and communication system that balanced historical reverence with contemporary visual language.
Through this collaboration, Culture Lab helped establish Awo: The Musical as not only a theatrical production but also a cultural moment — bridging heritage, performance, and design to reintroduce a defining Nigerian story to the global stage. Sold out for all performances at The Shaw Theatre in London ( 1,000 seat capacity).
Through projects like Awo: The Musical, Culture Lab continues to build bridges between local narratives and global platforms, reinforcing Nigeria’s place as a vital contributor to the world’s creative landscape.
