When Ekpo Africa launched its new visual series, The Baby Boy Lifestyle, it felt less like another influencer project and more like a cultural statement. Its creator, Emmanuel, calls it “a soft life on a budget”, a way to enjoy life’s luxuries without falling for the illusion of wealth that dominates Nigerian social media. The project is playful, stylish, and deeply intentional, documenting a young man living fully without waiting for the perfect moment or endless funds.
I’ve always known I was going to share this, Emmanuel says. I knew I had a unique lifestyle, not expensive, but fun and interesting to people. The idea came naturally, born from years of sharing short clips with friends on Snapchat. When he began recording moments from his life while leaving Nigeria, the concept finally took shape. It was a moment I wanted to honour he adds. Something to look back on and say, I did that for myself.
The term “baby boy” wasn’t planned, it landed, as he puts it, “right on my lap.” The phrase, a twist on the popular “baby girl” aesthetic, in Ekpo’s world means living softly on your own terms. “Most people think soft life means buying Gucci, Balenciaga, or living large,” he explains. “For me, it’s just about having the experiences you want, doing the things that make you happy, but not going broke to do it.” He’s quick to point out that the real soft life isn’t about glamour but priorities. “Write down what’s important to you,” he advises. “Don’t try to do everything. Focus on what actually makes you happy.” For him, that list is simple: travel, grow Ekpo Africa, eat good food, nurture spirituality, and build meaningful relationships. “Even if the money hasn’t come yet,” he laughs, “I know it will. Because I’m already living in gratitude.”
When asked about the “soft life” trend in Nigerian youth culture, Ekpo is reflective.
Most of what you see on social media isn’t real, he says. The people who are really enjoying life are low-key. For him, the true spirit of The Baby Boy Lifestyle lies in that authenticity, not performance. You can’t wait for people to join you, he says. If you wait, you’ll miss your own moments. That attitude plays out in the show’s episodes, like when he decided to go hiking alone, documenting the experience as a reminder that joy doesn’t need company or validation. If I had waited for someone that day, he says, I wouldn’t have had that experience. Sometimes you have to do it for yourself.
With The Baby Boy Lifestyle, Ekpo isn’t just vlogging, he’s expanding Ekpo Africa’s creative reach. The platform, already known for its editorial voice and cultural storytelling, is moving toward original video content. “This is our first original series that ties into personal lives,” he explains. “It gives the brand a face, something we’ve never done before.” From its new studio in Abuja, Ekpo Africa plans to produce more lifestyle-driven projects. “For years, people have asked who’s behind this social media presence,” he says. “Now they get to see it. This is the beginning of a bigger shift, from short-form content to building our own visual library on YouTube.”
Ekpo insists that The Baby Boy Lifestyle is both aspirational and relatable. “Everybody wants a version of the soft life,” he says, “especially young Nigerians trying to find themselves or start over abroad.” The show explores not just personal experiences but also cultural contrasts, from Nigerian family dynamics to the immigrant hustle. “It’s like showing the journey of a young guy trying to make it, but also understanding where he comes from,” he explains. “It’s real. It’s funny. It’s culture.”
The Baby Boy Lifestyle is just beginning. Emmanuel teases an expanding universe: “You’ll see Baby Boy Takes Miami, Baby Boy Takes New Orleans, Baby Boy Takes Jamaica,” he says with a grin. “It’s a travel series, but it’s still personal. You’ll get to know Baby Boy as a person, not just a vibe.” There are even plans for merchandise, mesh T-shirts, caps, sunglasses, and “Baby Girl” products, all part of the broader lifestyle brand he envisions. “It’s a whole world we’re building,” he says. “It’s soft life, but it’s also storytelling. It’s about showing that your best life can start with what you already have.”
As The Baby Boy Lifestyle continues to grow, it’s clear this isn’t just content, it’s a manifesto for a new generation that values joy, intention, and authenticity over excess. For Ekpo, the mission is simple: live soft, live smart, and don’t wait for permission to enjoy your life.
