For the past six years, Adedoyin Samuel Oluwatosin, better known as PSAM, has quietly been doing what many creatives talk about but few actually pull off: moving fluidly across disciplines without losing clarity or depth. From streetwear and brand design to music media and live experiences, his career is proof that creative direction doesn’t need to live in one box.
If you’ve spent any time watching Nigerian music content over the last two years, there’s a good chance you’ve encountered his work without even realising it. AKtivated TV’s sharp, intentional, and instantly recognisable visuals carry a consistency that stands out whether you’re scrolling Instagram or watching a full session. That visual language didn’t happen by accident. It’s the result of deliberate creative thinking, and PSAM is the person steering it.
“Art first, everything else second” feels like an unspoken rule in how he works. PSAM approaches creativity as a system, not a series of isolated outputs. What started as art direction and brand identity has naturally expanded into creative leadership and operations, driven by the belief that strong ideas deserve structure and scale.
Long before AKtivated TV, PSAM was already deep in the work. He’d been building visual identities, shaping creative strategies, and collaborating with brands across Africa, Europe, and the US. That global exposure sharpened his eye and his process, giving him the rare ability to deliver international-level execution without losing touch with African aesthetics or context.
His portfolio reflects that range. As design lead for Street Souk, Africa’s leading streetwear convention, PSAM helped shape an event that has now grown into a full-blown cultural moment, one that attracts thousands and has even earned recognition from the late, great Virgil Abloh. He also founded TekArt, a culture-driven platform that once hosted one of Africa’s largest tech-and-art gatherings. Along the way, his work has been featured by Forbes, Behance, and Vanguard, placing him firmly within conversations about contemporary African creativity.
Still, it’s his role at AKtivated TV that best captures the scope of what he does. As Creative and Operations Lead, PSAM has spent the last two years overseeing both the look and the mechanics of the platform. Under his direction, AKtivated TV evolved from a digital performance channel into a tightly defined brand that holds its own in Nigeria’s crowded music media space.
And his work goes far beyond “designing graphics.” PSAM leads the creative team across design, production, and digital content. He art-directs shows and campaigns from idea to rollout, builds brand identity systems, develops decks and marketing assets, and manages the visual side of brand partnerships. It’s creative direction happening across multiple touchpoints, in real time.
That approach shows in the output. AKtivated Sessions has hosted a wide range of artists, from established names like Ice Prince, Ill Bliss, and Peruzzi to newer voices like Dandizzy, Guchi, and Wizard Chan. In 2024, AKTIVATED LIVE (the platform’s 5th anniversary event) proved that the brand could translate its digital presence into physical space, drawing both legacy acts and rising talent to Terra Kulture Arena in Lagos.
Behind the scenes, PSAM’s visual and strategic input has helped keep AKtivated TV culturally relevant through brand partnerships with companies like OPPO Nigeria and a steady evolution of the platform’s look and feel. In an industry where platforms rise and fade quickly, that kind of consistency matters.
His influence isn’t limited to screens. As a TEDx speaker and recipient of an Award of Excellence from FUNAAB SUG FLC, PSAM has shown he can clearly articulate creative thinking, not just execute it. He represents a generation of African creatives who understand that design, culture, and strategy are deeply connected.
What defines PSAM isn’t a pivot from one field to another, but a refusal to separate them in the first place. Whether he’s working on streetwear, events, or music media, the same principles apply: clear vision, strong systems, and cultural awareness.
As Nigeria’s creative industry continues to expand, and the lines between disciplines keep blurring, PSAM’s role feels especially relevant. He sits at the intersection of design and media, art and operations, African aesthetics and global standards. Every time AKtivated TV’s visuals cut through the noise online, it’s a reminder that creative direction isn’t just about what you make, but how you think.
Six years in, PSAM remains exactly that: a creative director who understands strategy, a designer who values systems, and a multidisciplinary force shaping how African creativity shows up, and scales up, in the world.
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