Africa's Creator Economy Just Got Messy: Selar Plants Flags at Mainstack's Event, Then Loses Its CMO
In the middle of Mainstack's carefully curated spotlight at The Moment 2026, Selar didn't just show up—they planted massive billboards screaming their brand inside the venue. Approved? Yes. Respectful? Debatable. Then came the knockout punch: Selar's former CMO, Milton Tutu, was unveiled as Mainstac
The Nigerian creator economy just served one of its spiciest plot twists yet—and it’s straight out of a tech drama script.
Picture this: It’s March 2026 at Landmark Event Centre in Lagos. Mainstack, the ambitious challenger in Africa’s creator monetization space, is hosting its flagship event: The Moment 2026. For three days (March 13–15), the venue buzzes with creators, digital entrepreneurs, storytellers, and hustlers from across the continent. Panels dive into audience growth hacks, sustainable income streams, no-code tools for digital products, and building real businesses in a tough economy. This is Mainstack’s moment to shine—literally their branded “Moment”—a premium gathering meant to cement their place as a serious player empowering African creators to monetize courses, e-books, memberships, and more.
But Selar—Nigeria’s established giant with over 2 million registered users and more than $26 million already paid out to creators—had other plans.
In a move that’s been called everything from “audacious genius” to “straight-up sabotage,” Selar’s team secured prime advertising space right at the venue. Massive, eye-catching billboards went up on the building’s exterior walls, featuring bold purple-and-yellow designs with motivational taglines like:
“Your creation is your Power”
“Create with intention”
“Create what sells”
“Create what lasts”
And right there, in prominent branding: the Selar logo, repeated across multiple panels. No subtlety. No hiding. Just pure, in-your-face presence at your direct competitor’s biggest annual event.
Selar CEO Douglas Kendyson later addressed the backlash in a detailed X thread: They proactively disclosed the competitive conflict to the venue operators. The organizers vetted the request, gave the green light, and everything was contractually above board. From Selar’s side, this was aggressive, smart marketing in a fast-growing, crowded market—nothing personal, just business in a space where visibility equals users and revenue.
Mainstack, however, saw it differently.
They viewed the billboards as an unwelcome intrusion on their carefully curated experience. Complaints were lodged, and the ads came down swiftly. What could have remained a cheeky behind-the-scenes story suddenly spilled into the public eye, fueling heated debates across X.
Then came the real bombshell.
Right around—or possibly during—the event itself, Milton Tutu, Selar’s former Chief Marketing Officer who had spent years helping build and scale the platform, was officially unveiled as Mainstack’s new CMO.
The timing felt almost too perfect. One of Selar’s key architects crossing over to the rival camp, announced live at Mainstack’s signature conference. The optics were brutal.
Douglas didn’t hold back in his response. He framed the billboard removal, combined with the CMO reveal timing, as a “cheap coordinated PR attack” on Selar. He pointed to past goodwill—approving Milton’s departure back in late 2025—and suggested the whole saga was being spun to paint Selar as the villain. (Some reports even noted Kendyson’s claim that Tutu was “fired,” adding extra fuel to the narrative fire.)
X (formerly Twitter) exploded.
Creators, founders, and tech watchers picked sides. Some hailed Selar’s billboard play as bold competition: “They’re just marketing harder—respect the hustle.” Others called it disrespectful: “You don’t crash someone else’s event like that.” Memes circulated. Threads dissected every angle—from venue contracts to talent poaching ethics. The Nigerian tech community feasted on the drama, dubbing it one of the juiciest public feuds in recent memory.
In the end, no clear “winner” emerged from the clash—but the entire ecosystem took notice.
Selar flexed its willingness to play hardball and defend its dominant position. Mainstack demonstrated they won’t let rivals hijack their spotlight or poach talent without pushback. And the broader creator community got a stark reminder: Africa’s creator economy—projected to tap into a massive $30B+ global opportunity—is maturing rapidly. Platforms like Selar and Mainstack are empowering thousands to build independent incomes without traditional gatekeepers. But maturity also brings real rivalry, talent wars, and occasionally, very public beef.
This week? The beef delivered in full color—billboards, executive exits, viral threads, and all.
What do you think, Elder? Bold marketing move or foul play? Healthy competition pushing the industry forward, or unnecessary toxicity holding it back? Drop your take in the comments—this story is far from over. 🚀
