Samuel Isong: Riding the logistics opportunity behind Nigeria’s creative economy

When thousands of people gather for a concert, film premiere or major event, attention is usually focused on the performers, the production and the experience created for the audience.

Few consider the complex movement of people, equipment and teams that makes those moments possible. For Samuel Isong, that unseen process represents a business opportunity emerging alongside Nigeria’s growing creative economy.

After years of working around entertainment and witnessing the operational challenges affecting artists and event organisers, Isong identified a gap that extended beyond transportation. Through Ride With Me Logistics, he is building a business around coordination, reliability and specialised movement solutions for industries where timing and execution matter.

“The creative economy has grown tremendously, but the businesses supporting that growth have not received the same level of attention. Logistics is one of those critical areas that determines whether an experience succeeds or fails,” Isong says.

Isong’s understanding of the problem came from being close to the industry. Before launching Ride With Me, he worked in artist management, where he saw how challenges before an event could affect the final experience. A delayed arrival, poor coordination or unreliable movement could create pressure for artists, production teams and organisers.

“I realised that transportation was not just about moving people from one location to another. It was about protecting time, reducing stress and creating an environment where everyone involved could perform at their best,” he says.

That experience shaped the idea behind Ride With Me — a logistics company focused on supporting entertainment and other experience-based industries. While conversations around Nigeria’s creative economy often focus on talent and content, Isong believes the businesses that provide operational support will play an increasingly important role.

Beyond transportation, Ride With Me provides a range of integrated logistics solutions designed to support individuals, businesses and organisations. Its services include executive transportation, airport transfers, event transportation, corporate mobility solutions, travel and tourism logistics, artiste and production movement, vehicle hire, and customised movement plans for special events and experiences.

By combining transportation with coordination and planning, the company aims to simplify the movement challenges faced by event organisers, creatives, corporate teams and travellers. Rather than relying on multiple vendors for different needs, clients can access a structured logistics partner that understands the importance of timing, comfort and reliability.

“We are not just moving people from one point to another. We are creating a system that allows businesses and experiences to run smoothly because every movement has been properly planned,” Isong says.

“Every successful experience has a structure behind it. The people audiences see on stage or on screen are supported by many others working behind the scenes to make everything come together,” Isong says.

For event organisers, logistics challenges can have a direct impact on business outcomes. Delays can affect schedules, audience satisfaction, brand partnerships and production costs. Isong believes professional logistics should be treated as a strategic part of event planning rather than a last-minute arrangement.

“Many people only notice logistics when something goes wrong. But when it works properly, it gives organisers the freedom to focus on creativity, business growth and delivering value,” he says.

Building a logistics business in Nigeria also comes with challenges. Expanding operations across different locations requires managing different travel conditions, planning requirements and customer expectations while maintaining consistency.

“The real challenge is not providing a solution once. The real challenge is creating a system that works repeatedly, across different locations and under different circumstances,” Isong says.

As Nigeria’s entertainment industry continues to expand, Isong believes there is room for specialised businesses that support its growth. Larger concerts, international collaborations, corporate experiences and destination events all require stronger operational systems.

“A strong creative economy is not built only by creators. It is also built by companies providing the services, technology and infrastructure that allow those ideas to reach audiences,” he says.

Although Ride With Me started from entertainment, Isong sees opportunities across other sectors including tourism, sports, film production, conferences and corporate events. He believes these industries share a common need for dependable coordination.

“Entertainment was where we first identified the gap because that was where we understood the problem deeply. But the bigger opportunity is building a logistics company that supports industries where timing, movement and execution are critical,” Isong says.

For Isong, the ambition is not simply to grow a transportation company but to create a trusted business around reliability and execution. As the creative economy becomes more commercial and globally competitive, he believes support industries will become increasingly valuable.

“Our goal is to become a trusted logistics partner for experiences — a company businesses can rely on when every detail matters,” he says.

Ultimately, Isong believes the future growth of Nigeria’s creative economy will depend on the strength of the ecosystem supporting it. The businesses behind the scenes, he argues, will determine how far the industry can go.

“Success is when professional logistics becomes an expectation rather than something people only think about after a problem happens. When logistics improves, the entire ecosystem becomes stronger,” Isong says.