When Toyosi Etim-Effiong walks into a room, she doesn’t just bring presence—she brings purpose. As the founder of That Good Media, a pioneering media company connecting Nollywood to the global stage, she’s quietly rewriting the script of African entertainment. While many are still debating the future of content, Toyosi is already living in it—crafting international partnerships, managing talent with precision, and pushing the boundaries of where African stories can travel.
Through her work, she’s carried that community across oceans. In an industry often obsessed with stardom, Toyosi has become the woman behind the scenes who actually moves the stars.
From Audit Desks to Film Sets
Before she became a bridge between continents and cultures, Toyosi Etim-Effiong was sitting behind an audit desk, counting numbers instead of stories. A graduate of Bowen University with a 4.0 GPA in Economics, and later a Master’s in Economic Development from the University of Nottingham, she had all the makings of a traditional corporate success story. But inside her, a different narrative was forming—one filled with lights, cameras, and global stages.
After three “long, soul-numbing” years in audit, Toyosi walked away from it all and flew to New York. There, she enrolled at the New York Film Academy, studying Broadcast Journalism and Producing. She interned at Complex in Rockefeller Center and later joined Sahara Reporters’ entertainment team, where she produced and hosted The Gist with Toyosi Phillips. She flirted with joining the U.S. Army when her visa expired, but fate had another plan in store. She returned to Lagos, rearmed with vision and creativity, and pivoted entirely into the Nigerian media space.
This wasn’t a career change. It was a calling answered—loudly, bravely, and without apology.
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The Rise of That Good Media
Back in Lagos, Toyosi wasted no time embedding herself in the city’s bustling media ecosystem. She worked behind the scenes at NdaniTV, then moved on to ARISE News as a producer and presenter, and later became the Publishing Editor at Folio by CNN. It was here she began crafting her own talk show, As Toyo Sees, which was later licensed by Africa Magic. Along the way, she also helped produce shows for media powerhouses like Betty Irabor and Linda Ikeji.
But her most defining move was yet to come.
After years of helping friends and colleagues behind the scenes—crafting strategy, building media visibility, and brokering connections—Toyosi recognized a pattern: people kept returning for more. During the pandemic in 2020, with digital visibility at a premium, she decided to make it official. That Good Media was born.
The company quickly evolved from casual consulting to a full-blown media solutions powerhouse. Today, it specializes in talent management, international strategic partnerships, branding, and more. Under Toyosi’s leadership, That Good Media has become a trusted conduit between Nollywood and the world, opening doors for Nigerian talent and pushing African narratives to global screens.
Essence, Hollywood & A Seat at the Global Table
In 2023, a seismic moment arrived: That Good Media partnered with the Essence Film Festival. Essence—one of the most respected platforms celebrating Black excellence—welcomed Nollywood into its fold, and Toyosi Etim-Effiong was at the heart of it.
With over 500,000 attendees daily and a staggering 40 billion digital impressions during the festival, Essence wasn’t just a cultural celebration; it was a launchpad. For the first time, Nollywood had a front-row seat on one of the most influential global stages. Through Toyosi’s efforts, Nigerian filmmakers and actors could now engage directly with their Hollywood counterparts, unlocking new levels of visibility and opportunity.
This partnership wasn’t random. It was the culmination of years of networking, strategy, and persistence. Toyosi had long envisioned a space where African stories weren’t just included—they were spotlighted. She understood the value Nollywood brings to the global table, and she wasn’t going to wait for an invitation. She made one.
Now, through panels, screenings, and conversations, African creatives are not only being seen but celebrated. And at the center of it all, ensuring the bridge stays sturdy and wide, is That Good Media—and Toyosi.
Vision, Mentorship & Global Impact
Beyond the glitz of red carpets and international panels, Toyosi Etim-Effiong has remained deeply grounded in purpose. Her success is not just a personal milestone—it’s a mandate. Toyosi believes in building ladders, not just climbing them. Through mentorship programs like FCMB’s SheVentures and her involvement with the Raising Girls Summit, she’s actively shaping the next generation of female leaders.
In 2019, she joined the board of the Green Girl Company—organizers of the Miss Nigeria pageant—not for the pageantry, but for the purpose. There, she helped design platforms that give voice to young girls and promote confidence, leadership, and ambition from an early age. Her philosophy is simple but radical: empowerment must be intentional.
As a board member of Mwankom, the parent company of Rolling Stone Africa, Toyosi is also redefining media representation. She’s ensuring African talent is not just exported but presented with dignity, strategy, and cultural nuance. Whether it’s partnering with Essence or shaping narratives through That Good Media, her focus is unwavering: to amplify African stories and storytellers until the world has no choice but to listen.
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Legacy in Motion
For Toyosi Etim-Effiong, legacy isn’t a distant dream—it’s the very fabric of her daily work. From boardrooms in Lagos to stages in Cannes, she’s writing a future where African creatives don’t just participate in global conversations—they lead them. That Good Media is more than a media company; it’s a launchpad for stories, talents, and opportunities rooted in African excellence.
Her multi-year partnership with the Essence Film Festival didn’t just put Nollywood on a global stage—it gave it a seat at the table. And with that seat came influence. Producers, actors, and directors from Nigeria were suddenly part of international negotiations, networking with Hollywood elites, and securing the kind of deals once thought unattainable.
Toyosi actively works to build a Nollywood ecosystem that ensures creatives receive fair pay, structural support, and global recognition. She believes film transcends entertainment, serving as a form of diplomacy, culture, and economy. In her words, she envisions “a well-paid, overtly lucrative industry” that highlights the richness of the continent’s talent.
A Storyteller, A Connector, A Visionary
Toyosi Etim-Effiong is not just telling stories—she’s rewriting the script for an entire industry. Her journey, from audit offices to international film summits, is a bold testament to the power of clarity, confidence, and calling. Through That Good Media, she has created pathways where none existed, turning local dreams into global possibilities.
Her mission is unapologetically ambitious: to build bridges between Nollywood and the world, while ensuring those who create are respected, rewarded, and remembered. In doing so, she reminds us that representation is not a luxury—it’s a necessity. And that the best stories from Africa are not behind us; they are still being written. With Toyosi holding the pen, the future looks unforgettable.