Abosede Shafe’s leadership in media and brand strategy reflects a commitment to meaningful engagement and cultural influence.
Abosede Shafe is shaping communication, creativity, and impact in Nigeria’s media landscape. As the executive director of Base 101.1 FM and founder of the Oliviarose Group, she has built a career rooted in purpose and powerful storytelling. For Shafe, communication is a catalyst for connection, empowerment, and lasting change. Through her visionary leadership, she continues to inspire action, amplify authentic voices, and position media as a force for progress.
In this exclusive interview, Abosede Shafe reflects on how Base 101.1 FM redefines radio by blending innovation and community-driven storytelling. For her, the station’s vision goes far beyond entertainment — it’s about fostering real connections and amplifying authentic Nigerian voices. Through initiatives that merge sound, culture, and purpose, Base FM stands as a hub for impact and inspiration. Shafe’s forward-thinking approach — rooted in empathy, consistency, and creativity — showcases how traditional media can thrive in the digital age while staying true to its core mission of inspiring change.
Beyond radio, she also leads the Oliviarose Group, a visionary brand collective committed to building brands, creating impact, and uplifting lives. Under its umbrella, Oliviarose Media offers 360° communications services that connect brands to audiences through creativity, storytelling, and meaningful engagement.
What did radio and communications mean to you when you were growing up?
Radio was magical for me. It was a way to explore the world, hear diverse voices, and feel part of something larger. It taught me the power of tone, timing, and truth. I saw how broadcasters could shape emotions and culture. That early fascination with the art of communication never left me.
Did you know that a career in communications was what you wanted to do?
Not immediately, but the signs were always there. I was drawn to storytelling, connecting people, and creating impact through ideas. Over time, it became clear that media and communications were the perfect space to combine my creativity, strategy, and passion for influence.
What eventually inspired you to pursue a career in communications and media strategy?
I’ve always believed that communication is one of the most powerful tools for shaping perception, driving connection, and inspiring change. My career began with a fascination for stories — how a well-crafted message can shift perspectives and spark action.
Over time, I built Oliviarose Group, a visionary brand collective dedicated to creating impact, building brands, and uplifting lives. One of its key offerings, Oliviarose Media, is a 360° communications agency that connects brands to audiences with creativity, visibility, and lasting impact. Today, I also serve as Executive Director at Base 101.1 FM, where I apply these principles in media, community engagement, and strategic storytelling.
As executive director at Base FM, what has been your vision for the station, and how have you worked to make it stand out in today’s competitive media landscape?
My vision has always been to create a platform that merges sound, culture, and purpose. Base FM isn’t just about music; it’s about impact. From campaigns like Pinktober to youth empowerment initiatives, we strive to connect meaningfully with our audience while inspiring positive change. We differentiate ourselves by being authentic, socially conscious, and community-focused. We tell stories that reflect real Nigerian voices and experiences, making the station both relatable and influential.
In your experience, what are the key elements of an effective communications strategy, especially for brands or organisations seeking to build lasting audience engagement?
Authenticity, consistency, and empathy are the pillars of any effective strategy. At Oliviarose Media, we believe that understanding the human behind the audience — their hopes, challenges, and aspirations — is key.
Storytelling is at the heart of it all. When people see themselves in a narrative, engagement turns into loyalty. That’s how brands build lasting connections that go beyond marketing — they build trust, impact, and ultimately, legacy.
The media industry is evolving rapidly with digital transformation. How has Base FM adapted to these changes, and what role do you see traditional radio playing in the digital era?
Base FM has embraced a fusion of traditional and digital media. We operate as a multimedia hub, integrating podcasting, livestreaming, social storytelling, and on-demand content alongside our radio programming.
Traditional radio remains invaluable for its intimacy and immediacy. However, the future lies in combining that personal connection with technology to engage audiences wherever they are, ensuring our content resonates both online and offline.
What philosophy has prepared you to excel at your job?
My work is my message. I lead with excellence, empathy, and integrity. I also focus on impact over noise, ensuring that everything I do — whether through Base FM or Oliviarose Group — creates value and inspires growth.
Above all, I believe we don’t just build brands; we build legacies. That mindset guides every decision I make.
As a woman in a senior leadership role, what challenges have you faced in the media and communications space, and how have you overcome them?
One of the biggest challenges is being heard in spaces where women are underestimated. Early in my career, I had to prove my competence and consistency repeatedly. I overcame this by letting results speak for themselves and by remaining committed to my vision. Today, I also mentor young women, helping them understand that leadership is about confidence, resilience, and purpose, not perfection.
How do you balance your work with your private life, and what are the ways you combat burnout?
Balance is intentional. I prioritise rest, reflection, and time with loved ones. Journaling, spiritual grounding, and quiet moments help me recharge. I also ensure I delegate effectively, trusting my teams at Base FM and Oliviarose Group. Burnout happens when we forget we’re human, so self-care is a non-negotiable part of my routine.
In your role as a strategist, how do you approach communication during a crisis or reputational challenge?
Calm, clarity, and compassion guide my approach. I start by understanding the situation fully, then craft transparent, solution-oriented messages. Crisis communication is about building trust. By being honest, proactive, and empathetic, you can protect both reputation and relationships — and sometimes turn challenges into opportunities for a stronger connection.
Base FM has a strong community presence. How do you ensure that the station’s content and initiatives reflect and uplift the communities you serve?
We listen first. Our programming reflects real conversations and issues affecting Nigerians — from health awareness campaigns to youth empowerment and cultural storytelling. Partnerships with NGOs, health organisations, and community leaders amplify our impact. Base FM is more than radio; it’s a platform for meaningful engagement that educates, inspires, and empowers.
Looking ahead, what do you think the future of media and communications is, and how are you preparing Base FM for that future?
The future is immersive, interactive, and purpose-driven. Technology and storytelling are merging to create new experiences.
At Base FM, we invest in talent, content innovation, and digital expansion, while maintaining our connection to the community. We’re also exploring initiatives that merge entertainment with social impact — ensuring that our platform not only entertains but also transforms lives.
With the work that you do, what legacy do you want to leave behind?
I want my legacy to be about people, purpose, and empowerment. Through Base FM, Oliviarose Media, and the broader Oliviarose Group, I hope to inspire others to find the power of their own voice and story.
I also want to be remembered as someone who helped others succeed, made brands shine authentically, and created initiatives that left a lasting, meaningful impact.
What inspired the creation of Oliviarose Group, and how does it reflect your vision of empowering brands and communities through storytelling?
Oliviarose Group was born from a desire to create a platform where creativity meets purpose. I realized early in my career that brands and communities both need more than just visibility — they need stories that resonate, inspire, and drive meaningful impact.
With Oliviarose Group, my goal was to build a visionary collective that uplifts lives, strengthens brands, and creates lasting legacies. Through Oliviarose Media, we craft communications strategies that connect audiences to stories that matter. Through Oliviarose Initiative, we empower communities with education, advocacy, and social programs like the children’s book “Amazing Me, Yes I Can!”. And through Oliviarose Luxury Corporate Gift Company, we curate experiences and gifts that leave a memorable, meaningful impression.
At its core, Oliviarose Group reflects my belief that storytelling — whether through media, corporate engagement, or community projects — has the power to inspire, transform, and leave a lasting impact. It’s about building brands, yes, but also building people, possibilities, and legacies.
How has your work with Oliviarose Group complemented and influenced your approach to communications and media strategy at BaseFM?
My work with Oliviarose Group has been foundational in shaping how I approach communications and media strategy at Base FM. Running a multifaceted organisation spanning media, philanthropy, lifestyle, and luxury gifting has taught me the importance of storytelling, audience insight, and strategic consistency.
At Base FM, I bring the same philosophy: every message, every campaign, and every piece of content must have purpose and resonance. From planning community-focused initiatives to curating engaging on-air programming, my experience with Oliviarose Group helps me think holistically — balancing brand objectives, audience engagement, and social impact.
Ultimately, it’s about creating synergy between the platforms I lead. Oliviarose Group inspires the strategy, and Base FM provides the channel to execute it, ensuring that both audiences and communities benefit from meaningful, impactful communication.
