TALENT MONITIZATION: IMPLEMENTING BRAND COMMUNICATIONS STRATEGIES ON IN-HOUSE TALENT FOR BRAND GROWTH OF TRADITIONAL MEDIA ORGANIZATIONS

BY

SOLOMON UNYA

ABSTRACT

The rapid digital transformation of the global media industry has disrupted traditional business models, compelling legacy broadcasters to reconfigure their strategies for relevance and sustainability. In Nigeria, traditional media organizations continue to command public trust, yet they face declining advertising revenues and increasing competition from digitalnative platforms. This study examines the strategic potential of inhouse talent—presenters, anchors, and journalists—as brand assets capable of driving organizational growth through integrated brand communication and monetization.

Drawing on Personal Branding Theory, Kapferer’s Brand Identity Prism, and the Strategic Communication Model, the research situates talentdriven branding within broader discourses on authenticity, relational engagement, and organizational identity. It argues that the convergence of institutional credibility and individual visibility offers a hybrid model that can mitigate revenue decline while positioning traditional media as adaptive actors within the creator economy. By conceptualizing talent as both communicators and monetizable assets, the study advances a framework for aligning personal brand equity with organizational objectives.

The findings underscore authenticity and interactive engagement as critical determinants of audience trust and retention. Empowering inhouse talent as brand ambassadors not only humanizes the corporate brand but also creates a symbiotic relationship in which individual visibility translates into institutional value. This research contributes to media management scholarship by addressing a significant gap in the Nigerian context: the systematic integration of talent monetization into brand communication strategies as a pathway to sustainable relevance, competitive advantage, and industry leadership.

Keywords: Media management, brand communication, personal branding, talent monetization, Nigerian media, strategic communication

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