Olisa Adibua calls himself a “lifestyle engineer”. For 10 years, he has presented The Road Show on the Lagos-based commercial radio station Cool FM. His audience is Nigeria’s new middle-class.

“With the way the economy has been restructured, with banks able to give you loans for cars and houses, there is now a middle class,” Mr Adibua says. “That is the meat you need: the young guy, just out of university working in a bank or a telecom company. He’s got a bit of money. He’s happening.”