In a world where there are 25 minutes of previews before every movie, here&#8217;s why studios pay millions to secure a spot in front of summer&#8217;s biggest blockbusters.



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<abbr>A</abbr>nyone going to see&nbsp;Marvel Studios’&nbsp;Thunderbolts*&nbsp;this weekend can expect to watch eight—perhaps even 10—movie trailers before the feature begins. Throw in an ad for popcorn and Nicole Kidman waxing poetic about the power of cinema, and the pre-show lineup can stretch to nearly a half-hour.



Even if that can seem like a drag to an audience, those are highly valuable minutes to both the movie studios and the theater chains. In an era when theatrical attendance continues to decline—the domestic box office grossed $8.7 billion last year, a dip of more than 3% from 2023, and ticket sales dropped 7%—trailers remain the top driver of awareness and decision-making for most moviegoers. According to National Research Group’s biannual survey, 36% of those between the ages 12-74 say they first heard about the most recent movie they saw in theaters through a trailer, more than any other source.



Because&nbsp;Thunderbolts*&nbsp;is the first anticipated blockbuster of the summer movie season—the 18-week period between the first of May and Labor Day that accounts for 40% of the annual box office total in the U.S. and Canada—its preview space is one of the most important marketing opportunities for the biggest releases, including Paramount’s&nbsp;Mission: Impossible – The Final Reckoning, Universal’s&nbsp;Jurassic World: Rebirth, and Warner Bros.’&nbsp;Superman.



With fierce competition for these theoretically finite slots, there’s another reason for the increased number of trailers—theater chains are selling preview time to the highest bidder. “The most valuable real estate this industry has is trailer play. That&#8217;s where we cross-pollinate success,” Neon CEO Tom Quinn said last month at Cinemacon in Las Vegas. “But I, as an independent, don&#8217;t always get trailer play. I have to go buy that trailer play with every other studio. And we play a big game, but it&#8217;s very expensive.”



The particulars of this pay-to-play system are whispered about with a level of secrecy that Ethan Hunt’s Impossible Missions Force would appreciate. Despite the symbiotic relationship between studios and theaters—or mutually assured destruction, depending on who you ask—the two sides often operate on a need-to-know, no-paper-trail basis. For fear of upsetting the delicate system, neither side is eager to speak on the record.



According to Hollywood lore, it was Sony executive&nbsp;<a href="https://www.latimes.com/archives/la-xpm-2001-may-24-fi-1822-story.html" rel="noreferrer noopener" target="_blank">Jeff Blake who first began paying for trailer placement</a>&nbsp;in 2001. Back then, theaters averaged four previews per movie. The two slots closest to the actual feature were guaranteed to the company distributing the movie, and the others were chosen by the theater operator. That is until Blake shelled out an estimated $100,000, split among four theater chains, to ensure that a 60-second preview for the Rob Schneider comedy&nbsp;The Animal&nbsp;played in front of that summer’s big May release,&nbsp;The Mummy Returns.



Today, Hollywood’s major studios routinely strike year-long marketing agreements with major theater chains including AMC, Regal and Cinemark to guarantee trailer play in front of the biggest releases. Those deals range from $2 million to $5 million each, proportionate to the size of the chain, and can include other in-theater marketing opportunities such as ads on concession stands or theater marquees.



What exactly that money buys, however, is not always clear. Most moviegoers would assume the trailer system would be similar to any other advertising expenditure, but in practice studio executives say it can often feel closer to a bribe. Studios typically select “target” preferences for which trailers to put with which movies, and exhibitors reply with a certain percentage of screenings it can offer for each title, usually between 50% and 100%.



The tradition of reserving the two final previews for free for the studio that produced the movie continues to hold, but the value of the other four to six slots is constantly in flux. Six-figure transactions for additional trailer play can often materialize at a moment’s notice. This dynamic marketplace is driven by a movie’s predicted popularity, the amount of money paid, and above all, the fear of competition.



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Further complicating the marketplace, each studio has no idea what the others are paying a particular chain, and chains don’t know what each studio is paying the competition. Beyond that, studios don’t know whether the preview screenings they receive will be in the best auditoriums or the best showtimes.



To help strategize, some studios have hired third-party trailer auditing companies, who send people to physically sit in theaters across the country and write down the order of all the trailers played before a given movie.



“It’s always been sensitive and back room,” says one distribution executive, who believes there should be more transparency but declines to be identified by name. “It’s coming from this place of we’re going to maximize our leverage against you. A lot of theatrical distribution is rooted in that tradition.”



Until the pandemic, Disney was known for never having to pay for trailer placement because of its dominant position in the marketplace. The mere threat of withholding a film or increasing its rental fee (the percentage split of box office gross) was enough to ensure good trailer placement from theater chains. Rival studios also relied on Disney’s new releases so they could advertise their biggest movies ahead of them.



However, Disney has only held the largest market share of the domestic box office once in the five years since the pandemic, and in recent years Hollywood insiders believe the company has started to participate in the pay-for-play trailer system like everyone else. (Disney declined to comment for this story.)



The trailer strategy gets even more complicated after that. Any preview slots not reserved by these annual guarantees are sold on a one-off basis or in mini-packages to independent distributors such as A24 and Neon, who in some cases pay up to $1 million across all the chains to secure a percentage of trailer play in front of a particular movie.



The irony of this high-pressure environment is that it is relatively low stakes. A presumed blockbuster like&nbsp;Thunderbolts*&nbsp;has a marketing budget of well over $100 million, and the amount of money spent on TV advertisements for one movie alone can be more than a studio might spend on trailer placement for the entire year.



Still, studio executives say that reaching people who have already bought movie tickets and then getting their undivided attention for a trailer can often the moment when they decide whether they want to see an upcoming movie. Meanwhile, TV commercials, digital ads and billboards serve primarily to remind viewers of a movie’s release date.



That’s why studios can spend as much as $200,000 to produce a two-and-a-half minute trailer—or, in the case of&nbsp;Thunderbolts*,&nbsp;even three full-length trailers across a seven-month marketing campaign.



This combination of the increased length of trailers and the increased inventory over the years has seemingly pushed some moviegoers to the edge of their patience. In Connecticut, a state senator introduced a bill in January that would require theaters to post the movie’s actual start time as opposed to the time when the previews begin.. And at CinemaCon, the national gathering of theater owners, there were multiple conversations around reviving the effort to cap trailers at two minutes (a&nbsp;<a href="https://theatreowners.org/wp-content/uploads/2014/01/NATO-In-Theater-Marketing-Guidelines-1.7.14.pdf" rel="noreferrer noopener" target="_blank">guideline</a>&nbsp;sent out in 2014 by the National Association of Theater Owners was mostly ignored by studios).



“People love trailers,” says Paul Dergarabedian, a senior media analyst at ComScore, a leading box office data provider. “But [theaters] have to walk that fine line—you don&#8217;t want to overdo it because then you burn people out before the curtains even open on the feature.&#8221;



For studios, a good trailer often doubles as the most impactful piece of digital marketing in a movie’s campaign, once it is posted on YouTube and other social media platforms. According to the same NRG survey, Gen-Z moviegoers said that social media and word of mouth outrank trailers in influence, but when asked what type of social media content drives their choices, trailers once again reigned supreme.



Daniel Loria, a senior vice president of content strategy at Los Angeles-based Boxoffice Pro, says that online trailer views are a strong indicator of box office performance. “That’s a big data point that we use here internally in our forecasting,” Loria says. “Having trailers available online is a real game changer for movie marketing.”



There is, however, one other marketing force that in recent years has proven even more powerful and unpredictable—online virality. When a movie catches on organically—whether it’s an army of teen “Gentleminions” in suits going to see&nbsp;Minions: The Rise of Gru, the&nbsp;M3gan&nbsp;dance trend, or the recent “chicken jockey” mania around&nbsp;A Minecraft Movie—it can cause a movie to vastly overperform the predicted box office results.



But attempts by distributors to create those viral moments have proven largely futile, so for now, the focus remains on trailers.



“I think what everyone in this industry has learned is that viral moments of the movies have to be organic. You can’t will a <a href="https://www.forbes.com/sites/brianbushard/2023/07/23/barbie-living-up-to-box-office-hype-with-155-million-us-opening-weekend-biggest-of-the-year/">Barbenheimer</a> into existence,” says Loria. “But in a theater, you know you&#8217;ve got their attention. And you&#8217;ve got two to three minutes to sell the movie. That is so valuable.”

cinema

Inside The Secretive, Pay-For-Play World Of Movie Trailers

Former Swiss-South African Tennis player ROGER FEDERER is as passionate about education as he is about sport. He talks about his eponymous foundation and the milestones that have made his philanthropic work worthwhile on the continent.&nbsp;



Roger Federer began playing tennis at the age of three and went on to win 20 Grand Slam titles and 103 career Association of Tennis Professionals (ATP) titles throughout his career. What we probably don’t know is that through the Roger Federer Foundation that he launched in 2003, he is serving children so they have the best start in their educational journey. On a recent visit to South Africa, Federer, along with South African rugby captain, Siya Kolisi, relayed and emphasized the importance of access to quality early childhood education. We asked him:&nbsp;



Q. How important would you say sport is as a catalyst for social change and why?&nbsp;



A. It all starts with early motor skills. From a young age, children need to develop their social and cognitive skills, which help them to communicate and learn. Movement also plays an important role here. Strong motor skills aren’t just important for physical development; movement also has a social aspect to it. The development of the brain and body are linked.&nbsp;



If a child’s early motor skills are well-developed, they are more likely to succeed in sports later on, but it’s more than that. The importance of motor skills development, and the impact on an individual as a whole, can’t be understated.&nbsp;



Q. What is the Roger Federer Foundation doing in terms of skills development for educators and support staff?&nbsp;



A. Working though our implementing partner organizations, we provide educators with tablets containing knowledge and tools that help them improve their teaching. These tools include a course on play-based learning and resources on mobilizing parents to build playgrounds and be more involved in their children’s learning. Another app allows educators to track each child’s development using specially-designed activities. We also distribute sets of booklets that contain toy- making and learning activities that parents can use with their children. This allows parents to make an important contribution to their child’s education at home.&nbsp;



In South Africa, we have started involving government officials at circuit and district levels, with the aim of getting them to digitally track important data at pre-primary schools. This includes data on attendance and enrolment as well as data that continuously tracks if children are reaching their milestones, also ensuring that support is provided right away to children who are falling behind.&nbsp;



Q. Has there been a defining or standout moment for you that you use as motivation to continue the work that you do?&nbsp;



A. Small things, like seeing children enjoying a newly-built playground that their community has built with our guidance, already inspire me to keep going. We also know that children who get a quality pre-primary education are more likely to succeed in school and less likely to repeat grades or drop out. Studies have shown that success in education has a vital impact on economic performance later on. The massive impact of quality early childhood education (ECD) on not just people, but communities and even countries, motivates me a great deal.&nbsp;



In terms of funding, the Global Partnership for Education (GPE) has matched millions in funding in Lesotho, Malawi and Zimbabwe, which was thrilling for us. Recently, President [Cyril] Ramaphosa also emphasized that South Africa has prioritized ECD, stating that a strong foundation is vital for children’s later success. More and more, governments are beginning to put ECD on the agenda. It’s a very exciting time for my foundation and all the fantastic organizations that have been working tirelessly in this space for decades.&nbsp;



Q. As an accomplished athlete, how do you continuously cultivate a winning mentality not just in sport but in life?&nbsp;



A. From tennis, I learned early on that success isn’t just about talent; it’s about consistency, resilience, and always being open to learning. That same approach applies to life beyond the sport. I try to stay curious, embrace new challenges, and keep things in perspective. Surrounding yourself with great people who you can learn from and push you to improve is extremely important.&nbsp;

Roger Federer Visits Ethiopia

Advantage Africa: Roger Federer’s Deciding Points Serving Early Childhood Education On The Continent

As the head of one of the world’s biggest tech giants, celebrating its golden anniversary, CEO, Satya Nadella shares his vision on reinvention, AI, and why relevance trumps longevity. Read on for the facts changing our world now.



At 50, Microsoft stands as one of tech’s most enduring success stories. But Satya Nadella, only the third CEO in the company’s history, isn’t interested in looking back. His focus remains squarely on what’s next for the $3-trillion giant. “What got us here is not being obsessed about longevity, but being more obsessed about relevance,” Nadella says. “We are a consequential company. We’re here not because we somehow achieved something in the past. It’s more because we are willing to push ourselves to be relevant again in a different context.” This mindset has driven Microsoft since day one, when Paul Allen rushed into Bill Gates’ Harvard dorm room with a copy of Popular Electronics magazine, sparking what would become the world’s most influential software company. Now, half a century later, that same hunger for relevance is propelling Microsoft into the era of artificial intelligence (AI).



Betting big on AI



Since taking the helm in 2014, Nadella has navigated Microsoft through perhaps its most successful reinvention yet. The India-born executive, who earned his bachelor’s in electrical engineering from Mangalore University before completing master’s degrees in computer science and business from American universities, has transformed Microsoft from a Windows-dependent business into a cloud computing powerhouse. Nadella’s connection to Microsoft runs deep. He joined in 1992 during what he calls “the beginning of the client-server era” when Windows 3 had just launched and Windows NT (a completely new, 32-bit operating system) was yet to be named. And during his tenure, Microsoft’s market value has soared past $3 trillion – a testament to his vision of cloud-first, mobile-first computing that has since evolved to embrace AI at every level. “We’re in the very early stages of reconceptualizing what the web looks like for the agentic web,” Nadella explains. “In some sense, you can think of these AI agents or assistants as the new browsers.”



Windows, reimagined



For all the talk of cloud and AI, Windows remains central to Microsoft’s identity. “One of the dreams I have for Windows going forward is what’s the way both the function and the form, or what is a Windows computer in this agentic web?” he says. “Windows is being built for what is going to be the future of agents.” He envisions interactions that transcend traditional mouse and keyboard inputs. “It’s pretty surreal to be able to switch on Copilot and have a full duplex conversation with an agent that also knows the context of what I’m operating on. Copilot is the first app,” Nadella adds, suggesting this AI assistant represents just the beginning of a fundamental shift in how we interact with computers. The transformation of Windows epitomizes this forward-looking approach. Nadella shares how, for example, he recently used GitHub Copilot to build an Altair emulator and BASIC interpreter (the first product Gates created) in just one hour. “Look at it. We’ve come 50 years to be able to do what Bill may have done in a couple of all-nighters. Now anybody can ‘white code’ their way to building,” he says. Even more importantly, this democratization extends to entrepreneurship. “For the entrepreneur, you have unbelievable tools to realize that dream,” he explains. “You now have the ability to change the aperture, the scope and the scale of your ambition.”



Democratizing technology globally



“Our mission is to democratize access to tech,” Nadella emphasizes. “Microsoft has always been that technology company that allowed me to build technology or feel good about creation.”



The company recently announced plans to invest R5.4 billion ($297 million) to expand its cloud and AI infrastructure in South Africa by 2027, building on its existing R20.4 billion ($1.12 billion) investment that established the nation’s first, enterprise-grade datacenters. This investment aims to enable organizations of all sizes to access cloud and AI solutions, driving innovation across the South African economy. The company has also committed to skilling one million South Africans by 2026 and will pay for 50,000 young people to become ‘Microsoft Certified’ in high-demand skills like AI, data science and cybersecurity analysis. This investment in infrastructure and skills training represents Nadella’s vision of AI as a truly global technology that benefits both developed and developing nations equally. “Having grown up in the Global South, I feel every day that there might be a general-purpose technology that won’t have this distinction between the Global North and Global South,” he reflects. “AI, interestingly enough, probably, is that technology that will help a rural Indian farmer and an entrepreneur on the West Coast of the United States to the same degree.”



What’s next



“As we enter our 51st year, I care a lot more about whether we’re doing relevant things now, versus talking about our last 50 or the next 50,” he insists. “The essence of this industry is it’s pretty harsh for anybody who rests on their laurels or projects way too much into the future,” Nadella says. This is why he is so focussed on the present while building for the future. This is what defines Microsoft at 50 but his enthusiasm for AI’s potential to bridge global divides comes from personal experience. “When I look back, I’m as excited about what we want to work on as I was in ‘92 in terms of the opportunity,” he says with characteristic optimism. The company that revolutionized personal computing is once again at technology’s frontier. “That abundance, that ability to democratize access to tech,” Nadella reflects, “is what we are again, yet again, having a chance to live and build.”

Nadella at work

CEO Strategies: Satya Nadella On Reconceptualizing What The Web Looks Like

Once a rare sight, gyms have muscled their way into every neighborhood, piling up like sweaty towels after a high-intensity workout.



First thing in the morning, or at the end of a busy workday, they flex their presence with round-the-clock access, shiny equipment and talk of a total body makeover, selling the dream of a fitter and stronger self.



But no number of reps can prepare one for the unspoken challenges of gym etiquette.



The unofficial gym etiquette rulebook is ignored at will and enforced at random serving up a never-ending source of gym drama.



The gym is a shared space – where sweat and sacrifice pave the path to fitness. It is where grunters and grafters rub shoulders and the cardio kings and iron queens unite in pursuit of personal bests. But for all the camaraderie, the unspoken code of conduct is often overlooked to trigger clashes as awkward as doing a squat in skinny jeans.



Take the equipment hoarder who believes possession is nine-tenths of the law, draping a towel over multiple machines in an act of territorial tyranny. Then there is the dumbbell deserter, who scatters weights around the floor like breadcrumbs and expects others to clean up their mess. And what about the selfie specialist–who is more focused on finding the perfect lighting than perfecting their form. They treat the entire gym floor like a photo studio rather than a place to break a decent sweat.



At every gym, respecting personal space is key though often the last thing on many gym-goers’ minds.



There is nothing quite like claiming a bench for a set of chest presses, only to find someone standing mere centimeters away, curling dumbbells with the intensity of an overcaffeinated barista. No one wants to feel like they are engaged in a reluctant waltz with a stranger while attempting a deadlift.



Gym-goers need breathing room, not a close encounter of the sweaty kind.



While we’re on the topic of sweat, we should mention gym-goers who leave a trail behind them almost like they’re marking territory. The fact is no one signed up to their gym to dodge puddles like it’s an obstacle course.



Then there’s the noise.



A little grunt here and there is totally fine. But when every rep comes with its own horrid soundtrack, it ends up being less about fitness and more about theatrics. While enthusiasm is admirable, dropping weights with the force of a meteor strike is not a necessity.



As for the cardio crowd, the treadmills are meant for running–not running commentary. But some treat it like a live podcast, chatting on the phone so loudly you’d think they were trying to reach someone on another planet.



And then there’s the advice brigade. Nothing throws off a workout like the self-declared gym expert. They pop up mid-set with a well-meaning but uninvited “just trying to help” style of correction. Yes, the intentions might be good, but unless someone’s about to seriously hurt themselves, advice is



best left to qualified trainers.



Chatting at the gym requires special consideration. Some people are all for a quick chat between sets. Others prefer to stay in their own bubble, focused and tuned out. Misread the vibe, and it can lead to a pretty awkward moment.



Sure, there’s always time for a chat but mid-squat, red-faced and wobbling under a barbell, is definitely not the time to approach your gym buddy to exchange weekend plans or thoughts on protein powders.



At the end of the day, the gym’s a shared space &#8211; a place where people of all shapes, sizes and goals show up to stretch, get stronger and feel a bit better. Having a membership gets you through the door, but it’s basic courtesy that earns respect.



After all, the real gains are not just in muscle and endurance but in being a considerate part of the fitness community.

Beautiful athletic woman workout at indoor gym and weight training fitness. Fitness concept.

Expert-Speak: Why We Shouldn’t Have To Gym And Bear It

After a turbulent period involving economic and geopolitical headwinds, investors are gradually rediscovering the country as a promising destination.



While challenges remain, fund managers from across the venture capital, private equity, and infrastructure spheres indicate that Nigeria is again ripe for strategic capital deployment.



“We’ve come at the right time,” Abi Mustapha-Maduakor, CEO of the African Private Capital Association (AVCA), told the media on Monday, upon the annual conference’s return to Lagos—its first time back in Nigeria’s commercial capital in 11 years.



“If we look, over the past three years, at our data, we had depressed deal activity in Nigeria over the past two for many reasons–macroeconomic pressures and other geopolitical factors that affected a lot of countries in Africa, not least Nigeria. But what’s very important now is the tide is turning,” Mustapha-Maduakor added.



It reflects a cautious but growing sentiment among investors that Nigeria—previously Africa’s largest economy by GDP and population—may be entering a new investment cycle. The naira, which reportedly lost over 60% of its value in the last year alone, has seen relative stability in recent months.



“Lagos is the heart of the African startup ecosystem,” said Kola Aina, Founding Partner of Ventures Platform, a pan-African early-stage venture capital (VC) firm, at the conference.



“It’s home to [several of] the continent’s unicorns and has attracted the most capital since we started tracking.”



According to a March 2024 report by AVCA, West Africa attracted the largest proportion of VC deal volume on the continent, at 26%, driven by Nigeria–the most active country by volume at 19%.



It further indicates that the market size for venture capital in Africa is estimated to be $4.5 billion across 603 deals, which including $0.9 billion of venture debt.



Beyond fintech and ecommerce, Aina noted that artificial intelligence (AI) is fast becoming a new focal point for venture capital in Africa.



“We’re seeing investors not just backing AI-enabled startups but also adopting AI tools internally to improve sourcing, due diligence, and overall fund operations,” he said.



Aina pointed to Nigeria’s 3 Million Technical Talent (3MTT) program, launched in 2023, as a critical factor in training young Africans in AI and machine learning. As Africa races to close its digital divide, such initiatives are helping prepare the continent’s youth for participation in a global tech economy.



“Cloud computing, data centers, broadband, and digital ID systems are prerequisites for scaling AI,” Aina later notes to FORBES AFRICA.



Still, the continent’s private capital ecosystem faces a long-standing concern: exits. “Where are the exits?” Aina asked rhetorically—a question echoed across the industry. While secondary sales have increased,



enabling early-stage investors to show distributions to paid-in capital (DPI), many still await large-scale IPOs or strategic acquisitions.



“Secondary transactions are useful for recycling capital,” Aina said. “But if terminal exits like IPOs don’t open up in the next five to seven years, we could see a bottleneck.”



Genevieve Sangudi, Managing Partner at Alterra Capital Partners, cites similar concerns. “Africa must deliver more liquidity to attract global investors. We also need to develop our own domestic capital pools.”



Despite the volatility, Sangudi remained bullish on Nigeria. “This is still the giant of Africa,” she said. “But we must focus on micro over macro, pick the right partners, sectors, and market leaders that are resilient through cycles.”



Olusola Lawson, Co-Managing Director of Africa Infrastructure Investment Managers (AIIM), sees untapped opportunities in energy, logistics, and telecom infrastructure.



AIIM is also looking at Africa’s potential as a destination for AI training infrastructure. “If you think about what you need for AI data centers—cheap land, power, and connectivity—these are becoming scarce in the U.S. and Europe. But parts of Africa, like Morocco, have them in abundance,” he said.



Lawson also noted that latency is less of an issue for model training centers, making Africa a viable hub for this niche. “That could be an opportunity for us, going forward.”



Aina stressed that Africa’s long-term fundamentals remain intact: a youthful, rapidly growing population, along with urbanization, and increasing mobile penetration.



“The continent is the world’s last frontier for market creation,” said Aina. “With over one billion people projected to be added by 2050, Africa offers a vast total addressable market—if we can convert non-consumers into consumers.”



Referencing innovation expert Efosa Ojomo on venture capital designed to de-risk an economy–or at least, a sector, Aina said it must “go beyond funding” and help build the scaffolding that enables market-creating innovations.



Danladi Verheijen, CEO of Verod Capital Management, quoting Baron Rothschild, put it succinctly: “Buy when there’s blood on the streets—even if it’s your own.” Verod, founded in the wake of the 2008 global financial crisis, sees parallels between that moment and Nigeria today.



“Now is the time to invest,” said Verheijen. “Prosperity will follow.”

Nigeria’s Dying ATMs Leave a Cash-Shaped Hole Filled by Agents

The Tide Is Turning’: Private Capital Looks To Nigeria Again As Economy Rekindles Investor Interest

Slap fighting is a raw, visceral, little-known combat sport gaining momentum across South Africa. It’s not for the faint-hearted, underscoring the need for greater regulation, even as proponents are trying hard to formalize the sport.



In the pantheon of African sports, where football reigns supreme, rugby commands fierce loyalty, and athletics showcases raw talent, a new contender is emerging from the shadows – slap fighting, a visceral, no-frills combat sport where opponents take turns delivering open-handed blows to each other’s faces.



It’s fast carving out a space in Africa’s diverse sporting landscape. What began as a niche spectacle, propelled by viral videos and grassroots enthusiasm, is now gaining traction with South Africa leading the charge and whispers of interest echoing from Nigeria to Kenya.



The sport’s introduction to Africa coincided with a post-Covid pandemic hunger for powerful entertainment, and local organizers seized the moment.



Founder and CEO of Ultimate Slap Fight South Africa, Bobby ‘The Punisher’ Krisch, discovered the sport while scrolling online.



“In 2020, when we had the first lockdown, my son introduced me to YouTube, and I started looking at all these slap fights. I just fell in love with the sport. I had a bag at the back of my house and every day I would walk past it and slap it. The first time,&nbsp;I hurt myself, so I left it for two weeks. But there was nothing to do and when I went back to the bag and started hitting it again, I thought, ‘flip man, I can do this’.”



Slap fighting’s origins are often traced to Eastern Europe, particularly Russia, where videos of burly men slapping each other senseless went viral a decade before Krisch discovered&nbsp;the sport. It&nbsp;gained further prominence in the United States through promotions like Power Slap, led by Ultimate Fighting Championship president, Dana White, and Slap FIGHT Championship, which formalized rules and attracted millions of online viewers. By 2022, the sport had crossed oceans, and the South African Slap Fighting Association (SASFA) emerged as a pioneer, hosting its first events that year, while independent organizers like Krisch launched Punisher Slap Fighting.


<div class="wp-block-image">
<figure class="alignleft size-large is-resized"><img loading="lazy" decoding="async" width="758" height="1024" src="https://cms.forbesafrica.com/wp-content/uploads/2025/05/Bobby-‘The-Punisher-Krisch-versus-The-Block-Image-supplied-758x1024.jpg" alt="" class="wp-image-65411" style="width:520px;height:auto" srcset="https://cms.forbesafrica.com/wp-content/uploads/2025/05/Bobby-‘The-Punisher-Krisch-versus-The-Block-Image-supplied-758x1024.jpg 758w, https://cms.forbesafrica.com/wp-content/uploads/2025/05/Bobby-‘The-Punisher-Krisch-versus-The-Block-Image-supplied-222x300.jpg 222w, https://cms.forbesafrica.com/wp-content/uploads/2025/05/Bobby-‘The-Punisher-Krisch-versus-The-Block-Image-supplied-768x1038.jpg 768w, https://cms.forbesafrica.com/wp-content/uploads/2025/05/Bobby-‘The-Punisher-Krisch-versus-The-Block-Image-supplied-1136x1536.jpg 1136w, https://cms.forbesafrica.com/wp-content/uploads/2025/05/Bobby-‘The-Punisher-Krisch-versus-The-Block-Image-supplied-1515x2048.jpg 1515w, https://cms.forbesafrica.com/wp-content/uploads/2025/05/Bobby-‘The-Punisher-Krisch-versus-The-Block-Image-supplied-scaled.jpg 1894w" sizes="auto, (max-width: 758px) 100vw, 758px" /><figcaption class="wp-element-caption">Bobby ‘The Punisher’ Krisch versus The Block; (Image supplied)</figcaption></figure></div>


“I’m a normal guy, maybe a little crazy in the head,” chuckles Krisch.



The sport’s simplicity is its strength: two competitors face off, often across a table or barrel, exchanging slaps until one flinches, falls, or is knocked out. Rules are minimal but strict–strikes must land on the cheek, delivered from shoulder height, with no defence allowed. Matches typically span three rounds, though knockouts can end them sooner. This raw format, paired with its accessibility, has fueled slap fighting’s appeal in Africa, where sports often thrive on passion rather than infrastructure.



Danie ‘Pitbull’ van Heerden, a former boxer and wrestler from Pretoria, South Africa, became&nbsp;the&nbsp;poster child after a 2022 TikTok video of him competing amassed over 17 million views. His subsequent invitation to Power Slap in Las Vegas, where he won by technical knockout, put South Africa on the global slap fighting map. In 2024, van Heerden reached the Power Slap 8 finals, facing off against super heavyweight champion Koa ‘Da Crazy Hawaiian’ Viernes, cementing his status as a trailblazer.



Across South Africa, local events are flourishing, creating a raucous atmosphere reminiscent of&nbsp;the country&#8217;s&nbsp;love for communal celebration. The Afrikaans term snotklap (a hard slap) is ingrained in local slang&nbsp;and&nbsp;tied to&nbsp;it are&nbsp;notions of toughness and settling scores.&nbsp;The sport showcases&nbsp;this and its&nbsp;inclusivity–requiring no gloves, pads, or extensive training–mirroring the accessibility of township football or stick-fighting, traditions that have long thrived without formal support.



With South Africa as its heart beat, the sport is spreading its tendrils across the continent.&nbsp;In Nigeria, a country with a rich boxing heritage and a burgeoning interest in combat sports, social media clips of informal slap contests have begun circulating. Lagos, with its vibrant street culture and appetite for spectacle, is a natural hub. In Kenya, where athletics dominates but wrestling enjoys a following, grassroots interest is emerging, spurred by online exposure to Power Slap and Slap FIGHT Championship. Ghana, too, with its history of physical contests like Dambe, a traditional Hausa boxing style, offers fertile ground for slap fighting’s raw energy.



The sport’s digital footprint is key to its continental growth. Platforms like TikTok and YouTube, where slap-fighting videos rack up millions of views, are widely accessible in Africa, even in rural areas with limited sports infrastructure. Van Heerden’s viral moment is a case in point; his 17 million views transcended borders, inspiring imitators from Johannesburg to Nairobi. As internet penetration grows, slap fighting’s low barrier to entry and high shareability positions it for a broader takeover.



In Africa, slap fighting’s rise&nbsp;also&nbsp;taps into the continent’s deep-rooted appreciation for physicality and spectacle. From Senegal’s Laamb wrestling to Ethiopia’s Donga stick fights, the continent has a history of combat sports that celebrate strength and endurance. Slap fighting, with its unadorned brutality and immediate outcomes, fits this mold.&nbsp;



Yet,&nbsp;the sport&#8217;s&nbsp;ascent is not without hurdles. Medical experts decry its safety, citing risks of concussions and brain injuries from undefended blows.



In 2021, Polish slap fighter, Artur Walczak, suffered a brain bleed. Krisch counters that of 107 fighters in his events, only two have suffered broken jaws, and medical personnel are always present. Still, scepticism persists, with critics calling it barbaric.



Regulation is another sticky point.&nbsp;Krisch is trying hard to legalize the sport in South Africa.



“It’s a process. It’s been two years and I pray we will be recognized and taken seriously. We are ordinary guys; many of us never had the opportunity to do boxing and mixed martial arts and wrestling.&nbsp;This is a sport for the normal working guy.&#8221;



Van Heerden has called for South African authorities to formalize slap fighting with a rulebook, arguing it would enhance safety and legitimacy. A 2019 draft amendment to the National Sport and Recreation Act could provide a framework, but progress is slow. Elsewhere in Africa, where sports governance is often underdeveloped, establishing oversight will be trickier. Without it, the sport risks remaining an underground novelty rather than a sanctioned discipline.



The sport’s future hinges on its ability to evolve. If it can marry Africa’s love of raw competition with a sustainable model, slap fighting might not just be a fad but a fixture–a slap heard from Cape Town will&nbsp;reverberate&nbsp;across the continent&nbsp;and be heard&nbsp;in Cairo.&nbsp;

Bobby ‘The Punisher’ Krisch getting ready for a fight’ Image supplied

The Hands-On Sport: Is Africa Game For Slap Fighting?

<h2 class="wp-block-heading" id="h-topline">Topline</h2>



Earnings for two of the U.S.’ handful of trillion-dollar companies came out Wednesday afternoon as Meta and Microsoft will update investors, kicking off a crucial week for on-edge big technology stocks as tariffs complicated investor appetite for artificial intelligence-driven growth.



<h2 class="wp-block-heading" id="h-key-facts">Key Facts</h2>



Microsoft generated $70.1 billion in revenue and $3.46 EPS ($25.8 billion net income), compared to consensus forecasts calling for $68.4 billion in revenue and $3.22 earnings per share ($24.1 billion net income) for Microsoft, according to FactSet data, scoring a 13% year-over-year increase in sales and 18% jump in profit.



Those are the best-ever quarterly revenue and profit totals in Microsoft’s history.



Shares of Microsoft shot up 6% following the earnings release, trading at about $420 after hours.



Fellow big tech firm Meta, the parent of Facebook, also exceeded Wall Street expectations, as its $42.3 billion in revenue and $6.43 EPS smashed forecasts of $41.4 billion in revenue and $5.23 EPS.



Meta said it expects second-quarter revenue to come in between $42.5 billion and $45.5 billion, well above consensus projections of $41.3 billion.



Meta stock gained about 5% to more than $570.



<h2 class="wp-block-heading" id="h-key-background">Key Background</h2>



Microsoft is the U.S.’ second most valuable company with a $2.9 trillion market capitalization, and Meta is the sixth-largest firm with a $1.4 trillion market cap. Meta and Microsoft are two of the so-called “magnificent seven” big tech companies, joining Google parent Alphabet, Amazon, Apple, Nvidia and Tesla. The septet comprises a third of the S&amp;P 500’s total market capitalization thanks to their outsized influence in the artificial intelligence bonanza. Microsoft makes its AI hay via its Azure enterprise cloud computing unit and its stake in ChatGPT parent OpenAI, while Meta just launched a competitor app to the generative AI dominator ChatGPT,&nbsp;<a href="https://www.forbes.com/sites/antoniopequenoiv/2025/04/29/heres-what-to-know-about-metas-standalone-ai-app-to-rival-chatgpt/">Meta AI</a>. Meta and Microsoft shares have both slumped this year amid the broader stock market pullback as investors’ risk profile weakened. Meta and Microsoft stocks declined 5% year-to-date apiece through Wednesday, excluding dividends, though that’s stronger than the 15% or more losses from Amazon, Apple and Nvidia, all of which have far heavier exposure to China than Meta and Microsoft.



<h2 class="wp-block-heading" id="h-tangent">Tangent</h2>



Meta CEO Mark Zuckerberg and former Microsoft CEO Steve Ballmer were among the 10 billionaires whose net worth fell the most during President Donald Trump’s first 100 days, losing a combined $30 billion,&nbsp;<a href="https://www.forbes.com/sites/chasewithorn/2025/04/29/the-biggest-billionaire-winners-and-losers-of-trumps-first-100-days/">according</a>&nbsp;to Forbes’ calculations.



<h2 class="wp-block-heading" id="h-what-to-watch-for">What To Watch For</h2>



Thursday will be another magnificent seven earnings doubleheader, as retail titan Amazon and iPhone maker Apple will share quarterly results.



<h2 class="wp-block-heading" id="h-crucial-quote">Crucial Quote</h2>



“This is a key few days ahead for the markets and tech world,” remarked Wedbush analyst Dan Ives. The trade war is a “key X variable for tech stocks,” noted Ives, adding this week’s reports should provide a glimpse into how demand has held up among businesses and consumers amid the economic uncertainty.

Views Of London England’s Capital City

Meta And Microsoft Stocks Soar On Robust Earnings Reports

The digital horizon for Africa can be bright, especially if the <a href="https://au.int/sites/default/files/documents/44004-doc-EN-_Continental_AI_Strategy_July_2024.pdf">Continental Artificial Intelligence (AI) Strategy</a> and the <a href="https://au.int/en/documents/20240809/african-digital-compact-adc">Africa Digital Compact</a> are implemented.



We are witnessing the rapid rise of technologies like Edge and Cloud AI that have the potential to reshape everything, from healthcare in remote clinics and more innovative farming tools for smallholder farmers, to more efficient urban planning and greater financial inclusion for underserved communities.



These are not abstract promises. They are real possibilities for a continent rich in talent and innovation. However, no matter how powerful the AI or how sophisticated the algorithm, true progress will not materialize unless we invest in something more tangible—local data centers.



Edge and Cloud AI: Better Together



Let’s begin with the basics.



<a href="https://www.ibm.com/think/topics/edge-ai">Edge AI</a> processes data close to the source, in the hospital, on the farm, in the phone, allowing for real-time decision-making–think of it as having a mini brain where the action is happening.



<a href="https://research.google/teams/cloud-ai/">Cloud AI</a>, by contrast, handles heavy lifting, analyzing vast datasets, training large-scale models, and powering services seamlessly across platforms.



These are not competing technologies; they complement each other. However, both need reliable, secure, and close-to-home infrastructure. This is where data centers come in.



The Digital Detour Problem



Much of Africa’s digital traffic still makes a long and unnecessary journey. Data often travels to servers in Europe or the U.S. and then back again. This round trip creates delays, inflates costs, and puts sensitive data, health records, and financial transactions under the control of foreign jurisdictions. That is not just inefficient, it is risky.



Africa must shorten the distance between data sources and AI decision-making to build an inclusive digital economy. That starts with creating more data centers in Africa.



Why Local Data Centers Matter



Investing in homegrown infrastructure comes with serious upside:



<ul class="wp-block-list">
<li>Speed that saves lives–Local processing slashes latency. That means faster telemedicine, smoother mobile payments, more intelligent irrigation, and emergency services that can respond in real time.</li>



<li>Digital sovereignty and security–Maintaining data within national borders places control appropriately at home, reinforcing privacy protections, supporting compliance with local laws, and fostering greater public trust in digital systems.</li>



<li>Lower costs, wider access–Sending data across the globe is expensive. Local data centers cut those costs, making digital services more affordable for everyone, from entrepreneurs and educators to everyday users.</li>



<li>Resilience against global shocks–International connectivity is not always reliable. Local data centers help keep systems running even when external networks falter, whether due to cable cuts, power outages, or geopolitical tensions.</li>



<li>Jobs and innovation: The construction and operation of data centers generate jobs for highly skilled individuals across the engineering, construction, and information technology sectors. They also lay the groundwork for a thriving startup ecosystem, where homegrown companies can use locally hosted AI to build solutions for local problems.</li>
</ul>



Progress Is Happening—But We Need More



The momentum is unmistakable. Countries such as <a href="https://datacentremagazine.com/top10/top-10-data-centre-leaders-in-africa">South Africa, Nigeria, Kenya, and Egypt</a> are emerging as hubs for investment in hyperscale and edge data centers. Policymakers increasingly recognize digital infrastructure as a critical priority, on par with roads, railways, and energy systems.



What is even more exciting is Africa’s renewable energy potential. With abundant solar, wind, and hydro resources, Africa has a unique opportunity to power its digital future sustainably. Green data centers are a future goal and a present-day strategic imperative.



The Way Forward: Collaboration Is Key



To scale this vision, we need public-private collaboration. Governments must create the right regulatory environments, invest in connectivity and clean energy, and de-risk infrastructure projects through innovative policies. The private sector must contribute capital, technical know-how, and a long-term commitment to building Africa’s digital backbone.



The Bottom Line



Africa cannot rely on borrowed infrastructure to lead in AI. It needs to build infrastructure, locally, sustainably, and strategically. That means investing in data centers, not as a nice-to-have but as a non-negotiable foundation for everything we want digital technology to achieve.



This is about more than technology. It is about sovereignty, resilience, and giving African innovations the infrastructure they need to flourish, on African soil, for African realities, and with African leadership.



The opportunity is now. The need is urgent. Let us build the future from the ground up.

AI (Artificial Intelligence) concept. Electronic circuit. Communication network.

Africa’s Artificial Intelligence Future Needs Local Roots

<h2 class="wp-block-heading" id="h-topline">Topline</h2>



President Donald Trump discussed his first 100 days in office in an interview with ABC News on Tuesday that at times became tense, where he defended his handling of the economy, high tariffs on China and his administration’s immigration crackdown.



<h2 class="wp-block-heading" id="h-key-facts">Key Facts</h2>



Trump had several tense exchanges with ABC News anchor Terry Moran during&nbsp;<a href="https://abcnews.go.com/US/trump-defends-100-days-historic-presidency-exclusive-abc/story?id=121295023" rel="noreferrer noopener" target="_blank">the interview</a>, where he described the network as “one of the worst.”



The president defended his decision to hit China with steep tariffs, but said he expected this to have no impact on U.S. consumers, as he believes China will “eat those tariffs.”



The president claimed China was “ripping us off like nobody has ever ripped us off,” and while he acknowledged a 145% tariff amounted to a trade embargo, he thought it was “good” and “they deserve it.”


<div class="wp-block-image">
<figure class="aligncenter size-full"><img loading="lazy" decoding="async" width="1024" height="683" src="https://cms.forbesafrica.com/wp-content/uploads/2025/04/GettyImages-2211443596.jpg" alt="" class="wp-image-65400" srcset="https://cms.forbesafrica.com/wp-content/uploads/2025/04/GettyImages-2211443596.jpg 1024w, https://cms.forbesafrica.com/wp-content/uploads/2025/04/GettyImages-2211443596-300x200.jpg 300w, https://cms.forbesafrica.com/wp-content/uploads/2025/04/GettyImages-2211443596-768x512.jpg 768w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /><figcaption class="wp-element-caption"> Ukraine&#8217;s President Volodymyr Zelensky (R) meets with U.S. President Donald Trump (L) during Pope Francis&#8217;s funeral at St. Peter&#8217;s Basilica at the Vatican. (Photo by Office of the President of Ukraine via Getty Images)</figcaption></figure></div>


The comments on the China tariffs are a shift in tone from last week, where Trump suggested that trade negotiations with Beijing were around the corner and the 145% tariff rate would soon “come down substantially.”



The president also dismissed a question about voters feeling economic anxiety, saying that prices had come down under him: “Since I came in, gasoline is down, groceries are down, egg prices are down — many things are down, just about everything.”



Trump also suggested tourism to the U.S. was “way up,” despite&nbsp;<a href="https://www.forbes.com/sites/suzannerowankelleher/2025/04/29/us-travel-boycott-60-of-canadians-staying-away-because-of-trump-survey-says/">data showing</a>&nbsp;otherwise, and told Moran, “Wait till you see the numbers.”



<h2 class="wp-block-heading" id="h-what-did-trump-say-about-his-administration-s-deportation-actions">What Did Trump Say About His Administration’s Deportation Actions?</h2>



Moran asked Trump about his administration’s sweeping deportation efforts and whether proper due process was being followed. The president said: “If people come into our country illegally, there&#8217;s a different standard. These are illegal. They came in illegally.” When pressed again about due process, Trump said: “Well, they get a process where we have to get &#8217;em out, yeah.” Trump said his administration has to “act fast” in removing undocumented migrants and claimed there were “21 million people” in the U.S. illegally—a number Trump has repeatedly used despite the actual&nbsp;<a href="https://www.poynter.org/fact-checking/2024/how-many-million-immigrants-america-illegal/" rel="noreferrer noopener" target="_blank">estimated number</a>&nbsp;being lower. The president then asked, “Do you think we can give 21 million trials?”



<h2 class="wp-block-heading" id="h-what-did-trump-say-about-kilmar-abrego-garcia">What Did Trump Say About Kilmar Abrego Garcia?</h2>



The president was also asked about Kilmar Abrego Garcia, a Maryland resident who was mistakenly deported to a prison in El Salvador. Despite earlier denials by his administration, Trump acknowledged he “could” secure the deported man’s return to the U.S., but indicated he will not do so, despite a Supreme Court order instructing the government to facilitate his return. Trump said the Justice Department lawyer who said Abrego Garcia’s deportation was carried out erroneously was “not appointed by us” and “should not have said that.” Trump also claimed Abrego Garcia was a member of the MS-13 gang, despite his lawyers repeatedly denying this accusation. Trump even showed Moran an image of the text “MS-13” tattooed on his hands, but when the ABC anchor pointed out the image was “photoshopped,” the president appeared agitated and told Moran: “Terry, you can’t do that. They’ve given you the big break of a lifetime. You know, you’re doing the interview.” Trump then insisted that Moran should: “go look at his hand,” and the photo claiming “He had MS-13.”



<h2 class="wp-block-heading" id="h-what-did-trump-say-about-putin-and-the-ukraine-peace-talks">What Did Trump Say About Putin And The Ukraine Peace Talks?</h2>



Trump said he believes Putin wanted to annex the whole of Ukraine and: “If I didn&#8217;t win the election, he would have gotten all of Ukraine.” When asked if he thought that the Russian president may not actually want to stop the war and was simply “tapping” him along, Trump acknowledged that this was possible: “He could be tapping me along a little bit.” However, Trump said he believes Putin would “like to stop the war.” When asked if he trusted Putin, Trump shot back: “ I don’t trust you, I don’t trust – I don’t trust a lot of people.” After another testy exchange with the interviewer, Trump said, “I think that he — let&#8217;s say he respects me.”



<h2 class="wp-block-heading" id="h-further-reading">Further Reading</h2>



<a href="https://abcnews.go.com/US/trump-defends-100-days-historic-presidency-exclusive-abc/story?id=121295023" rel="noreferrer noopener" target="_blank">Trump discusses first 100 days of historic presidency in exclusive ABC interview</a>&nbsp;(ABC News)

President Trump Delivers Speech In Michigan To Mark 100 Days Of His Presidency

What Trump Said In 100 Days Interview: China Tariffs, Deportations And Putin

Africa’s agricultural landscape, often vulnerable to the harsh elements and varied weather patterns, is seemingly evolving into a hub of innovation that reaches far beyond its traditional roots.



It was not long ago that farmers on the continent had to rely on birds like the Red-billed Quelea and African Cuckoo for rain predictions. Now, various types of technology are taking their place, equipping agricultural stakeholders with the tools they need to weather the proverbial storms.



For example, thousands of people in West Africa, in particular, are able to receive hyperlocal weather forecasts, via SMS, from sources like Ignitia, to combat the changing climate.



“Extreme weather is becoming more frequent and intense across Africa, and unfortunately, conventional forecasting weather models—optimized for temperate regions like Europe—struggle to capture heat-driven rainfall dynamics and extremes such as heavy thunderstorms,” explains Andrew Lala, CEO at Ignitia, a company specializing in weather and climate intelligence across Africa, Latin-America and South-East Asia.



“You need to get rainfall forecasting correct at different time horizons, if you’re going to help farmers understand how good or bad the upcoming rainy season will be and how to mitigate any in-season rainfall challenges like a delayed rainy season onset or erratic dry spells.”



Staying alert to problematic weather patterns has profound ramifications.



The floods in Senegal towards the end of 2024 were severe, reportedly submerging 16,000 hectares of crops, including rice, corn, and okra. A report from the Senegal River Delta, stated, at the time, that around 250,000 people were left facing food insecurity.



Meanwhile, the United Nations Children’s Fund’s (UNICEF) Humanitarian Situation Report from October 2024 indicated that a drought in Zambia has caused food shortages for around 4.95 million people.



The need enrich farmers with information to adapt—while minimizing the risk of yield collapse—and to identify optimal conditions for planting and harvesting is crucial.



“By equipping farmers with six-month rainy season insights, you can help them identify planting windows, and identify drought or flood conditions and pest pressures early so that they can build resilience either through planting shorter cycle crops, investing in drought tolerant seed, or connecting them with crop insurance products in the case of extremes,” Lala tells FORBES AFRICA.



Africa has a history of food insecurity. According to Professor David Luke in How Africa Eats: Trade, Food Security, and Climate Risks, over 340 million people are suffering from this.



UNICEF also reports that one in three children in Africa, under the age of five, lives in food poverty.



This challenge has plagued the continent, with climate change, a lack of resources, and conflict as the main protagonists, highlighting the need for modern tools and predictive technology to counteract potential calamities.



South African-based Aerobotics combines thermal-imagery drones and satellites with artificial intelligence (AI) to identify areas of underperformance caused by irrigation issues, nutrient



deficiencies, pests, and diseases. This provides farms with precision data focused on economically maximizing yield.



Producers can target specific areas of concern through per-plant analyses, resulting in more efficient use of fertilizers and pesticides, while optimizing irrigation, and enabling strategic labor deployment.



“Thermal-imagery drones and satellite analytics are reshaping the future of farming across Africa. By turning invisible stress into actionable data, this technology allows farmers to detect issues like water stress, disease, and nutrient deficiencies earlier than ever before,” says Aerobotics Chief Commercial Officer, Vic van den Berg.



Also among the latest in agritech is smart sensors. Able to measure soil moisture, temperature and pH levels, farmers need no longer play the guessing game as they are supported by real-time data to make informed decisions.



For agricultural stakeholders, knowledge is priceless—spotting disease, optimizing growing conditions, and preparing for harsh weather could even mean the difference between widespread food shortages and national stability.



However, a challenge to the use of tech in Africa is digital literacy and limited access to power and smartphones in rural regions, which can then hinder the potential of smart farming, particularly at the smallholder level.



Without the necessary education and infrastructure, farmers may struggle to adopt modern techniques aimed at boosting productivity and resilience. This digital divide leaves rural communities more vulnerable than ever.



“Millions of farmers can benefit from technology,” notes Lala.



While the revolutionary capabilities of smart farming won’t materialize overnight, the growing trend of equipping farms of all sizes with yield-boosting technologies signifies a noteworthy shift in agricultural practice across Africa.



The seed has been planted; now is the time to support its growth.

Empowering Farming: Farmer’s Technological Touch – Managing and Analyzing the Farm through Virtual Screen on Tablet

When Agri Meets Tech: How Data Is Shaping The Future of Farming

The country’s efforts to protect the pangolin–trafficked for its high market value–are being watched closely, on the global stage. If successful, it could become a model for conservation in Africa, proving that even the most entrenched illegal trades can be dismantled.



Mark Ofua vividly remembers the moment he met Ireti. It was in a crowded bushmeat market in Epe, on the outskirts of Nigeria’s commercial capital, Lagos, six years ago. The air was thick with the scent of smoked game and the murmurs of people haggling, their voices drowning out every other sound.



As a veterinarian and conservationist, he had spent years wandering through these markets, rescuing injured animals from a trade that showed little concern for wildlife. He had seen all kinds of creatures—monkeys, civets, even endangered tortoises—openly displayed and on sale. But on that day, he encountered an animal he had never seen before.



Lying on a rickety wooden table was a frail, almost lifeless creature, curled into itself; its body covered in hard, overlapping scales. It looked like a rodent encased in armor. The vendor dismissed it as just another item on the menu, but, still, it caught Ofua’s attention.


<div class="wp-block-image">
<figure class="aligncenter size-large is-resized"><img loading="lazy" decoding="async" width="1024" height="531" src="https://cms.forbesafrica.com/wp-content/uploads/2025/04/GettyImages-675014092-1024x531.jpg" alt="" class="wp-image-65393" style="width:578px;height:auto" srcset="https://cms.forbesafrica.com/wp-content/uploads/2025/04/GettyImages-675014092-1024x531.jpg 1024w, https://cms.forbesafrica.com/wp-content/uploads/2025/04/GettyImages-675014092-300x156.jpg 300w, https://cms.forbesafrica.com/wp-content/uploads/2025/04/GettyImages-675014092-768x398.jpg 768w, https://cms.forbesafrica.com/wp-content/uploads/2025/04/GettyImages-675014092-1536x797.jpg 1536w, https://cms.forbesafrica.com/wp-content/uploads/2025/04/GettyImages-675014092-2048x1063.jpg 2048w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /><figcaption class="wp-element-caption">Most trafficked animal &#8211; The Pangolin (Getty Images)</figcaption></figure></div>


“What was more amazing was the fact that we had them here in Nigeria and I hadn’t the faintest inkling!’’ Ofua, Wild Africa’s West Africa spokesperson, recalls to FORBES AFRICA.



As he reached out to rescue it, negotiating with the vendor for the creature’s freedom, the pangolin—which it was later identified as—took its final breath. With one last heave, the animal pushed out a tiny, squirming pangopup, still covered in birth tissue. The mother was gone, but her newborn was very much alive.



The vendor had no use for a baby pangolin. It was too young to be eaten and too weak to be sold. And so, with little interest, he handed the pangopup over to Ofua.



That was the moment Ireti was born.



The Plight Of The Pangolin



Across Nigeria–a country rich in biodiversity–pangolins have been illegally caught, traded, and shipped off in alarming numbers.



According to the Wildlife Justice Commission (WJC), between 2016 and 2019, an estimated 206.4 tons of pangolin scales were confiscated from 52 seizures.



It also noted that six of the 27 identified countries and territories disproportionately involved in the trafficking of pangolin scales were found to be linked to 94% or 193.2 tons of all seized contraband during the period analyzed in the report, with Nigeria and Vietnam playing prominent roles in the supply chain. Between 2016 and 2019, they were linked to almost 70% of pangolin scale seizures.



This, perhaps, makes Ireti’s name all the more significant. Ofua chose it based on the Yoruba word for ‘hope’, because he felt that that was what she represented—not just for herself, but for her entire species.



“These [vendor] markets operate in the open and even the authorities couldn’t care less about the damage they did,” he says.



Pangolins, also known as scaly anteaters, are among the most unique creatures in the world, yet many have not heard of them. They are the only mammals covered completely in scales made up of keratin—the same material as in human fingernails—that comprise up to 20% of their body weight.



With long, sticky tongues that can stretch as far as nearly half their body length, it has been estimated that they consume over 70 million insects annually, aerating the soil in the process. When pangolins feel threatened, they roll up into a ball so only their scaly suit of armor is exposed.



“The best description I have come across is a pangolin looks like an artichoke with armor. It comes from the cretaceous era. Its tongue is so long it curls in its belly. It has no teeth and has powerful front claws,” Ray Jansen, a professor at the University of Tshwane and Vice-Chair of the African Pangolin Working Group, told FORBES AFRICA in 2015.



“What is a pangolin? The research we did revealed that the pangolin is most closely related to a cat. It’s not even on the same genetics as an armadillo.”



As incredible as their biology is, it is also what has made them the world’s most trafficked mammals.



Their scales–which have been ground into fine powder and encapsulated in pills or mixed into water–are prized in parts of Asia for traditional medicine, despite there reportedly being no scientific evidence to support its healing properties.



Their meat is considered a delicacy in countries like Vietnam and China, and is consumed as bushmeat in Nigeria, Ghana and Cameroon, to name a few. This demand has driven all eight pangolin species towards extinction.



“The first problem here is a lack of fundamental understanding of how the ecosystem needs every one of its inhabitants to contribute their part in ensuring a balance,” Nigerian analyst Damilare Asiwaju shares with FORBES AFRICA.



“Until there’s that acknowledgement of the fact that every creature has a role to play, illegal poaching would continue to exist, sadly.’’



In Ireti’s case, for weeks, Ofua struggled to keep her alive. There was no guidebook on raising a newborn pangolin at the time. He spent sleepless nights monitoring her breathing, scouring the internet for advice, and reaching out to wildlife experts worldwide.



He didn’t give up and, slowly but surely, she grew stronger. Ireti learned to climb, to dig, and to curl into a perfect ball when frightened.



When Ofua first introduced her to live ants, she attacked them with animalistic enthusiasm—that is, until they fought back. Startled, as Ofua recalls, she ran away and avoided ants for days before finally trying again.



“The release was one final emotional roller coaster… it took me three trips into the forest before I could bring myself to release her,’’ he shares.



It was bittersweet for Ofua, but necessary; Ireti belonged in the wild.



Her story did not end there. She later became the inspiration for SaintMarks Pangolin Orphanage–Nigeria’s first–where Ofua and his team have since rescued, rehabilitated, and released over 40 orphaned pangolins.



“Ireti, to me, is a beacon of hope for pangolins; a generation that should have ended on the bushmeat table now had a new lease on life.”



Nigeria At The Center Of A Global Trade



The West African nation is home to three of Africa’s four pangolin species—the black-bellied, white-bellied, and giant pangolins. And each pangolin has upwards of 1,000 scales.



According to the National Museum of American Diplomacy, pangolin scales fetch over $3,500 per kilogram on the black market. It’s also been reported that their meat can be sold for around $300 per kilogram, and that a kilogram of live pangolin can sell for as much as $15,000.



Their protection under international law, with the Convention on International Trade in Endangered Species (CITES) banning all international commercial trade in them, hasn’t stopped the slaughter. And while poaching has long been a problem across the African continent, Nigeria has become an epicenter of pangolin trafficking.



“There is the urgent need for increased and proper awareness on the impending danger of pangolins’ extinction and the resultant effects it would bring,” Asiwaju says.



“Also, stiffer sanctions should be meted out against traffickers. And if possible, a taskforce should be constituted to actively seek out and deal with offenders.”



Further to this, a WildAid-commissioned survey, conducted by GlobeScan, found that 71% of Nigerians have eaten bushmeat at least once.



Though the country is a signatory to international treaties, like CITES, implementation remains lax. The Endangered Species Act, amended in 2016, increased fines for poaching to ₦5 million ($3,276) and mandated a one-year prison sentence for repeat offenders. But, despite these regulations, trafficking persists.



Between January 2010 and September 2021, Nigeria was linked to pangolin trafficking incidents spanning 21 countries or territories across Africa, Asia, and Europe. In 2017, a shipment of pangolin scales originating from Cameroon was seized in Nigeria, weighing around 6,754kg.



Smugglers have continued to use Nigerian ports as key transit hubs, however, seizure of these shipments has also increased in recent years, and the plight of the pangolin has taken center stage.



A Renewed Fight Against Illegal Wildlife Trade



In 2022, an unexpected force joined the fight to save Nigeria’s wildlife, including the pangolin: pop culture. That year, WildAid launched a national conservation campaign featuring some of the country’s biggest celebrities, including Afrobeats singer, songwriter and producer, David ‘Davido’ Adeleke, Nigerian professional footballer Alex Iwobi, child comedian Emmanuella Samuel, and Nollywood actor, Stephanie Linus.



The campaign, developed in partnership with Nigeria’s Ministry of Environment, took on the illegal bushmeat trade. Billboards, TV and radio ads, and social media campaigns urged Nigerians to rethink their consumption of wild animals.



One moment, in particular, caught the public’s attention. <a>Davido</a>, known for his influence on youth culture, posed with Neal, another pangolin rescued from the bushmeat trade in Lagos. The image went viral.



An X user commented: “Because of @davido, I wouldn’t be eating this bush meat again”.



Another added: “Davido and Emmanuella are drawing attention here. I love this awareness”.



Public perception seemed to be shifting. For the first time, urban Nigerians—many of whom had never questioned the bushmeat trade—were talking about conservation.



Working To Ensure A Future For Nigeria’s Pangolins



Nigeria’s role in this area has always been complex. The country’s well-established trade networks, vast porous borders, and international shipping infrastructure have made it an attractive base for wildlife traffickers.



However in 2024, the gradual shift become more visible.



Early in the year, the country took significant steps to combat the illegal pangolin trade through a combination of legislative measures and high-profile seizures.



The Endangered Species Conservation and Protection Bill—which passed its second reading—promised harsher penalties for wildlife traffickers. If passed into law, those caught smuggling pangolins or their scales could face steep fines and long prison sentences.



The Speaker of the country’s parliament, Tajudeen Abbas, noted during the start of the public hearing on the bill, that in January 2019, Hong Kong customs seized $8 million worth of elephant tusks and pangolin scales from a shipping container sent from Nigeria.



Late in 2024, the WJC reported on the arrest of a suspected pangolin scale broker and the seizure of 2.179 tons of pangolin scales.



Officers from the Nigeria Customs Service (NCS) arrested a lone suspect—a broker believed to be at the center of a transnational smuggling network–in Mubi, a town near Nigeria’s northeastern border.



Between July 2021 and December 2024, Nigerian authorities conducted 16 operations, made 35 arrests, and secured 12 convictions, seizing over 21,000 kilograms of pangolin scales—more than half of it in 2024 alone, confirmed at the time by the command’s public relations officer for the area.



One of the largest-ever seizures in a WJC-supported operation took place in August 2024, when NCS officers raided a warehouse in Ogun State, western Nigeria and confiscated 7.2 tons of pangolin scales. Another 2.294 tons were seized in Kaduna, northern Nigeria leading to four arrests.



The combined value of the goods from these two seizures was estimated at around $175,000 but once smuggled to Asia, their value skyrockets to $1.7 million—a financial incentive that keeps traffickers in business despite the risks.



“The interest we are beginning to have in recent times is only because the law enforcement is getting better and we are beginning to catch some of the loopholes that these criminals operate through… Because of the way other countries in southern and eastern Africa have developed their wildlife resources and conservation, it is harder for trafficking through their borders,” says Ofua.



“It is a good thing now that the men of the Nigeria Customs Service are waking up to their duties… They now have a wildlife crime unit which has significantly boosted coverage. I also know they are working on introducing sniffer dogs that would reduce the need for manpower drastically and be a game-changer.”



Global Collaborative Efforts



Nigeria is not alone in this crisis. The decline of Asian pangolins—due to overhunting, trafficking and habitat loss—has pushed traffickers to source their supply from Africa. As several countries expand their economic ties with Africa, smuggling networks flourish, making it harder to control the trade.



International organizations, including the United Nations Office on Drugs and Crime (UNODC) and the International Consortium on Combating Wildlife Crime (ICCWC), are also stepping in to support Nigeria’s efforts.



In 2019, the Nigerian government requested an ICCWC Wildlife and Forest Crime Analytic Toolkit assessment, which recently resulted in 33 key recommendations for strengthening Nigeria’s wildlife crime response. The report was launched at an event in Abuja in September 2024.



Among them were enhancing wildlife forensics capacity building efforts and providing operational and technical assistance tools and skills for frontline enforcement authorities.



A Conservation Race Against Time



While law enforcement agencies crack down on traffickers, conservationists in Nigeria are working to change public perception.



Organizations like the Pangolin Conservation Guild Nigeria (PCGN) are debunking myths about pangolins, stressing that their scales hold no medicinal value.



In February 2025, a day before World Pangolin Day, PCGN announced yet another rescue—one more pangolin saved from being turned into bushmeat.



There were reports that another pangolin had been rescued from bushmeat consumers in November 2024 by a conservationist, identified simply as Destiny from Cross River State, southern Nigeria.



“We are working hard to make sure this lovely pangolin finds its way back to its natural habitat,” the organization said in the post announcing the rescue.



The PCGN team, alongside the National Environmental Standards and Regulations Enforcement Agency (NESREA), also collaborated in December 2024 to address an issue regarding an event in western Nigeria featuring pangolin on its list of available meats, after receiving a tipoff.



“Pangolin scales are very profitable because they attract quite a high sum in the black-market trade but as always, there is an inverted pyramid in the economics of the trade; usually the local hunters go into the bush in search of pangolins in connivance with syndicates who can’t go in,” says Ofua.



“The local hunters are paid peanuts in exchange for the harvested pangolins, which for instance might be around $5. The harvested pangolins become more expensive as they move up the trade chain while the brokers and crime syndicates make more profit.’’



He recommends a push for a wildlife protection coalition by the Economic Community of West African States (ECOWAS) with the belief that intelligence-sharing across the region could prove to be a game-changer.



The fight for Nigeria’s pangolins is far from over. But as long as there are people willing to stand up for the voiceless, there is still hope. However, time is running out. Without immediate and sustained action, the pangolin–a creature that has roamed the earth for 80 million years—could disappear in our lifetime.



As World Pangolin Day approaches each year in February, one question remains: will Nigeria be remembered as the country that saved the pangolin—or the one that let it vanish?

Long-tailed pangolin (Phataginus tetradactyla) in the hands of a poacher, bushmeat, Mangamba, Littoral Province, Cameroon

Nigeria’s Race To Save The Guardians Of The Forest

For too long, introverts have been boxed in, brushed aside and branded as the quiet ones in the corner. Their calm is mistaken for coldness, their pause for passivity and their preference for solitude as something that needs fixing.



In a world that equates volume with value, the bold and the brash have been favored and charisma treated as currency while those who operate at a lower decibel are quietly taxed.



But the tide is turning – the quiet are making themselves heard.



Introverts recharge in solitude, preferring depth over small talk and valuing meaningful connections. Unlike extroverts who thrive in crowds, introverts find excessive socializing draining and need time alone to refuel.



They are reflective, observant and deliberate – qualities often overshadowed by louder personalities. While extroverts are energized by interaction, introverts focus on substance over volume and choose their words and relationships with care.



Yet in environments that reward visibility over thoughtfulness, their strengths are often overlooked.



Nowhere is this bias more apparent than in the workplace.



Leadership is too often awarded to those who are the most outspoken rather than the most competent. The myth that good leaders must be extroverted has left introverts underappreciated and underutilized. Their ability to listen, think critically and lead with quiet confidence is sidelined in favor of those who speak first and loudest.



The meeting room remains a battlefield where introverts must fight for airtime. While extroverts volley ideas back and forth, introverts search for a space to interject only to often watch their carefully considered thoughts become afterthoughts. The pressure to “speak up” ignores the reality that speaking less does not mean thinking less.



When introverts do enter the conversation, their words are measured and meaningful. Yet too often, by the time they get a word in, the moment has passed or their insight has been steamrolled by louder voices.



Social settings bring similar struggles. Declining an invitation is treated as defiance rather than self-preservation. The assumption that happiness is found in the hum of a crowd rather than the hush of solitude forces introverts into the defensive to explain why quiet is a choice and not an affliction. The idea that introverts are antisocial, unfriendly or even rude persists despite evidence to the contrary.



They are not avoiding people – they are avoiding overstimulation. They do not dislike company but rather prefer it in smaller, more meaningful doses. They do not lack confidence but do not feel the need to broadcast it.



And they are no longer allowing themselves to be sidelined–by redefining engagement rather than competing in volume.



Introverts are pushing back against the belief that leadership must be loud, success requires endless interaction and a lack of outward enthusiasm signals a lack of passion. They are advocating for workplaces that value thoughtful input over knee-jerk reactions, classrooms which recognize quiet participation as engagement and social spaces where silence is not dismissed as awkwardness.



The assumption that success belongs to the biggest personalities is fading, and the quiet revolution is gaining momentum. The myth that confidence must be loud is being dismantled and replaced by an understanding that leadership comes in many forms.



Introverts are stepping forward–not by becoming something they are not but by demanding that their strengths are no longer seen as shortcomings.



They are done with being echoes in a world that amplifies the loudest voices. They are proving that a well-timed, thoughtful statement often carries more weight than a flood of unfiltered opinions. They are demonstrating that patience and perception are just as valuable as energy and enthusiasm.



They are reclaiming their space by showing that silence can be just as powerful.



The world has long mistaken silence for absence. Yet the quietest voices often have the most to say. And this time, they are making sure they are being heard.

Nervous businessman waiting to enter at business meeting rear view

Expert-Speak: Silence Speaks Volumes As Introverts Lead With Quiet Confidence In The Workplace

Angeline (Angie) Murimirwa is a champion of girls’ education on the African continent—a cause the recently-honored CEO is deeply passionate about, having once been a girl almost “left behind”.



“I am here in New York, Time100 list,” Angie Murimirwa says in a sit-down interview on Zoom with FORBES AFRICA. “But I tell you, I still feel like that 10-year-old girl who got this unprecedented, unanticipated, if there’s a word like that, opportunity to do something with my life.”



In April, Time magazine released its annual list, recognizing the 100 most influential people in the world. Among them was Zimbabwean-born Murimirwa, CEO of the Campaign for Female Education (CAMFED).



However, in the 90s, like many other learners on the continent, Murimirwa had to strive for her education. Despite being a star pupil in primary school, she vividly remembers the desperation and poverty that blighted her childhood. She remembers the “indignity” of arriving at school barefoot, wearing a torn dress, and offering to do chores for her teacher in return for a pencil.



At home, she recalls how she often found her mother weeping over the reality that Murimirwa might be denied an education. After all, her family could not afford it.&nbsp;



“Everything that I am today is born out of experiences and the journey that I have traveled&#8230; Close to 10 years old, I almost lost my grip on education, and at that very time, CAMFED was just being introduced in my community. They selected me for support, [which] makes me appreciate the value of the opportunity, and particularly for children from what I call ‘back of beyond’.



“The village is very remote, so to have gotten that chance for me changed everything.”



CAMFED, an international non-governmental, non-profit organization that operates in Zimbabwe, Zambia, Ghana, Tanzania, and Malawi, was founded with a mission to eradicate poverty in Africa through the education of girls and the empowerment of young women.&nbsp;



Now, years later, after being selected by CAMFED, Murimirwa is the head of the organization. What fueled her success is remembering how she would watch her peers miss class because they couldn’t afford menstrual products, or drop out because their families couldn’t afford to eat and they had to work.



It was then she saw how powerful and important education was but, more importantly, how access to it needed to be prioritized.



According to a United Nations estimate, about one in 10 girls in sub-Saharan Africa stay out of school during their menstrual cycle, accounting for up to 20% of the school year.



<figure class="wp-block-image size-large is-resized"><img loading="lazy" decoding="async" width="1024" height="683" src="https://cms.forbesafrica.com/wp-content/uploads/2025/04/Angie-Murimirwa-with-secondary-students-CEO-CAMFED-CIFF-Visit-Wedza-ZIM-Jan-2023_Cynthia-R-Matonhodze-Photo6-1024x683.jpg" alt="" class="wp-image-65374" style="width:768px;height:auto" srcset="https://cms.forbesafrica.com/wp-content/uploads/2025/04/Angie-Murimirwa-with-secondary-students-CEO-CAMFED-CIFF-Visit-Wedza-ZIM-Jan-2023_Cynthia-R-Matonhodze-Photo6-1024x683.jpg 1024w, https://cms.forbesafrica.com/wp-content/uploads/2025/04/Angie-Murimirwa-with-secondary-students-CEO-CAMFED-CIFF-Visit-Wedza-ZIM-Jan-2023_Cynthia-R-Matonhodze-Photo6-300x200.jpg 300w, https://cms.forbesafrica.com/wp-content/uploads/2025/04/Angie-Murimirwa-with-secondary-students-CEO-CAMFED-CIFF-Visit-Wedza-ZIM-Jan-2023_Cynthia-R-Matonhodze-Photo6-768x512.jpg 768w, https://cms.forbesafrica.com/wp-content/uploads/2025/04/Angie-Murimirwa-with-secondary-students-CEO-CAMFED-CIFF-Visit-Wedza-ZIM-Jan-2023_Cynthia-R-Matonhodze-Photo6-1536x1024.jpg 1536w, https://cms.forbesafrica.com/wp-content/uploads/2025/04/Angie-Murimirwa-with-secondary-students-CEO-CAMFED-CIFF-Visit-Wedza-ZIM-Jan-2023_Cynthia-R-Matonhodze-Photo6-2048x1366.jpg 2048w" sizes="auto, (max-width: 1024px) 100vw, 1024px" /><figcaption class="wp-element-caption">Murimirwa with students at Gumbonzvanda Secondary School in Wedza, Zimbabwe. (Image Supplied)</figcaption></figure>



Murimirwa says that, as an organization, they work with some of the most marginalized girls in the countries where they operate, and only 5% of these girls complete high school.



“[When] you look into the educational statistics right now, you’d see that a lot of people talk about improved access, improved equity. Some people are overlooking completion,” she says.



“Let&#8217;s look at how many of the girls that are getting into school from these marginalized families get to complete high school. We’re losing girls at every single stage. If you ask me why, I would say that there are multiple reasons that this is happening; we need to recognize that girls’ education, I would say, is the closest thing to a silver bullet.”



She adds, “we must get it right. It’s not just about getting a couple of girls through school and providing scholarships and all of that. It’s about working with the entire ecosystem around the girl”.



Murimirwa explains that the ecosystem is about ensuring that girls are being supported by their families as well.



To date, CAMFED has helped support 7.8 million children to go to school in countries like Ghana, Tanzania, Malawi, Zambia, and Zimbabwe; this includes 2.4 million girls in secondary school.



The nominations for the Time100 list come from alumni who have already been on the list, and Murimirwa’s nomination came from Malala Yousafzai, a Nobel Peace Prize laureate and founder of the Malala Fund, who was a listee in 2013.&nbsp;



In the <a href="https://time.com/collections/100-most-influential-people-2025/7273758/angeline-murimirwa/">Time</a> piece Yousafzai wrote on Murimirwa, she said: “Educating girls is the foundation of healthy and strong societies. But in many places, the barriers to attending school are mounting, depriving girls of the resources to choose their futures. Few people are fighting to solve this crisis as tenaciously and effectively as Angeline—one reason among many that her work won her the prestigious 2024 Africa Education Medal”.



“Angie Murimirwa is an inspiration to women and girls everywhere,” former First Lady of the United States, Michelle Obama, said in a statement.



“Her grassroots approach to supporting vulnerable girls through CAMFED has transformed lives across Africa. Every girl, everywhere, deserves the right to an education and to be able to choose who—and when—to marry. With Angie leading the way, we get closer and closer to reaching that brighter future for our girls.”



When asked what this means to her, Murimirwa says that although she is still shocked and admittedly jokes that she thought the email was a scam at first, it means that the work that she and the organization are doing shows they are in it for “the long haul.”



“We’re not performative about this. I know way too well the depth of despair of being excluded, of not being seen, or feeling like you don’t belong, and just the exhilaration of [then] being seen, of being acknowledged, of being given an opportunity,” she says.



“[My advice to young people is] you are here because you have a right to be here. You are here for a reason and a purpose and focus on what is the value you want to bring to the world. There will be a lot of distractions, there will be a lot of disruptions, and there will be a lot of discouragements and despair. But lean on your strengths and show up fully, unapologetically, and unashamedly. And don’t go on it alone, look to your peers, create champions, and all of that. But remember, you matter. Your story matters, your journey matters.”

Angeline-Angie-Murimirwa-speaking-Palm-Springs-USA-TED-Conference-Dec-2019-TEDWomen_TW19_20191205_1MA9613_1920.jpg

‘We Are Not Performative About Our Work’: A Full Circle Moment For Time100 Honoree

Elon Musk is dialing down his DOGE role that triggered protests and vandalism at Tesla stores. But its EV business needs a hit product and none is on the horizon. And the company’s booming battery business, a Q1 bright spot, will suffer from Trump’s tariffs.



This week, Tesla posted its worst quarterly results in four years. Sales were down 9%. Income plummeted 71%—hurt by a 20% drop in automotive revenues. And given tariffs and rocky market headaches, the company didn’t bother giving sales targets for the rest of the year.



But the stock rallied, jumping 9% since Tuesday as investors cheered one thing: Elon Musk says he&#8217;ll soon step back from his duties gutting the federal government through DOGE, and return to running the show at Tesla in a more full-time capacity (excepting his other responsibilities at SpaceX, xAI and Neuralink).



That&#8217;s not the cure-all investors seem to think it is. The problems Tesla now faces have been exacerbated by Musk joining the Trump Administration as a &#8220;special government employee&#8221; — declining profit margins, intensifying competition and a tarnished brand image. And they show no signs of disappearing any time soon, even if Musk becomes a more active CEO again. Worse, it&#8217;s becoming clear Musk has run out of ideas for how to fix them, instead fixating on an uncertain future focused on robotaxis and humanoid robots.



For now, Tesla profits from selling cars and battery storage systems and both businesses are in trouble. It has no successor to monster sellers like the Model Y and Model 3 (Cybertruck, its latest release,&nbsp;<a href="https://www.forbes.com/sites/alanohnsman/2025/04/03/elons-edsel-tesla-cybertruck-is-the-auto-industrys-biggest-flop-in-decades/">has been one of the biggest flops in automotive history</a>). At the same time, it’s about to get hit by President Trump’s tariffs, which are expected to chill auto sales across the industry. Worse for Tesla though, a coming 145% tariff on imported Chinese battery cells is set to hammer the company’s battery pack business, one of the only bright spots last quarter.



Musk downplayed these problems on the April 22 results call. “We’re not on the ragged edge of death, not even close,” he said. “There are some challenges, and I expect that … there will probably be some unexpected bumps this year.”



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow">
“This time, it’s not about the product. It’s about the person. It’s too late to separate man and brand. And in the meantime, it’s lost its EV advantage.”Sue Benson, The Behaviours Agency
</blockquote>



Some, though, are entirely expected. Though Musk’s political activities have been more time-consuming since Trump returned to office on Jan. 20–aided by&nbsp;<a href="https://www.nytimes.com/2024/12/05/us/politics/elon-musk-trump-rbg-election.html" rel="noreferrer noopener" target="_blank">$250 million</a>&nbsp;from the world’s richest person–his&nbsp;<a href="https://www.reuters.com/world/musk-rallies-far-right-europe-tesla-is-paying-price-2025-03-04/" rel="noreferrer noopener" target="_blank">embrace of rightwing politics</a>&nbsp;and<a href="https://www.theguardian.com/technology/2025/jan/04/elon-musk-x-trump-far-right" rel="noreferrer noopener" target="_blank">&nbsp;inflammatory social media comments</a>&nbsp;have tarnished Tesla’s brand image for well over a year, particularly in important markets like California and Europe. Multiple polls, including one by&nbsp;<a href="https://law.marquette.edu/poll/" rel="noreferrer noopener" target="_blank">Marquette University Law School</a>&nbsp;this month, found that 60% of people surveyed had an unfavorable view of Musk and 58% disapproved of his DOGE work. A YouGov/Yahoo News survey last month found that&nbsp;<a href="https://www.yahoo.com/news/two-thirds-of-americans-now-say-they-wouldnt-drive-a-tesla--and-most-of-them-cite-elon-musk-as-the-reason-why-according-to-a-new-poll-152619516.html" rel="noreferrer noopener" target="_blank">67% of Americans</a>&nbsp;would not consider buying or leasing a Tesla, with most saying Musk was the reason.



“Remember VW’s emissions scandal? One regulatory crisis cost it tens of billions and its reputation. That’s where Tesla is now,” said Sue Benson, CEO and founder of The Behaviours Agency, a U.K.-based marketing firm. “Except this time, it’s not about the product. It’s about the person. It’s too late to separate man and brand. And in the meantime, it’s lost its EV advantage.”



And while Musk may be spending more time at the Austin-based auto company, he also still oversees SpaceX, X, the Boring Company and Neuralink (in addition to fathering his “legion” of more than a dozen children). Long before DOGE, his bandwidth was already limited.



“He said what he thought people wanted to hear,” said Ross Gerber, CEO of Gerber Kawasaki Wealth and Investment Management, who holds the company’s shares but has advocated for Musk to resign. “But he’s still going to go run xAI, he’s still going to keep doing what he’s doing at Tesla, SpaceX and X and still be involved with DOGE. What’s changed?”



The most pressing challenge for Tesla is reversing the decline in its EV sales, down 13% in the first quarter. More alarming is that automotive revenue dropped 20%, meaning it sold fewer vehicles and charged less for them. The entirety of its $409 million profit came from regulatory credits — free money it gets from other automakers to comply with pollution rules in the U.S., California and the EU. Without the $595 million in credits Tesla sold in the quarter––it would have posted a net loss.



The simplest, most obvious fix for ailing sales is a new model. Rather than doing that, however, Musk and his engineers are readying refreshed, and cheaper, versions of the Y and 3, which went on sale in 2020 and 2017, respectively. Rather than doing what traditional automakers call a “full” model change, where the body shape and interior are dramatically altered, the 2025 Model Y is more of a refresh of the 2024 version, with a new light bar running across the front hood and rear sections, sleeker headlights and more aerodynamic wheels.



That could provide a jolt to sales, but it’s not a winning long-term strategy. There’s a reason why car companies regularly release new models. Dramatic styling changes typically produce better results, according to industry researcher Glenn Mercer, who leads Cleveland-based advisory firm GM Automotive. “Just leaving these models in the market forever, with no significant sheet metal changes, means they are–to overstate things–zombies,” Mercer told&nbsp;Forbes.



Neither Musk nor Lars Moravy, Tesla’s head of vehicle engineering, shared details of how the company planned to offer the cheaper variants on the earnings call. Industry analysts expect Tesla to do this by using a smaller, cheaper battery pack with less driving range and eliminating tech features.



“If instead of restyling, Tesla just lowers prices by removing things–like they already removed ultrasonic parking sensors, for example–that&#8217;s even worse,” Mercer said. “Usually at this point in a decaying model&#8217;s lifecycle, you start adding stuff to divert people from seeing the ancient underlying appearance.”



<h2 class="wp-block-heading" id="h-ev-competition">EV Competition</h2>



You know who does have newer models? Fast-growing Chinese EV makers, particularly BYD, as well as domestic competitors like General Motors, Hyundai, Kia, Honda and Rivian. It’s no wonder Tesla’s share of EV sales has dropped to 43% in the first quarter, down from 75% three years earlier.



Until a few years ago, Musk claimed Tesla would sell 20 million EVs a year by the end of the 2020s. Now, he’s quietly dropped that goal, pivoting to a new business model built on selling robotaxi rides, AI services and worker robots.



“The future of the company is fundamentally based on large-scale autonomous cars and large-scale, large volume, vast numbers of autonomous humanoid robots,” Musk said this week. “So the value of a company that makes truly useful autonomous humanoid robots and autonomous useful vehicles at scale at low cost, which is what Tesla is going to do, is staggering.”



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow">
“It makes no sense. Cybercab should have just been a two-door, small $25,000 Tesla.”Ross Gerber
</blockquote>



That may be true, but Tesla hasn’t demonstrated it can do it. Waymo is the de facto leader in robotaxis, using vehicles equipped with far more elaborate sensors and computing capabilities than Musk plans. Meanwhile, Boston Dynamics for years has demonstrated humanoid and animal-style robots that appear to have far greater capabilities than Tesla’s wobbly Optimus. (One near-term problem: Musk said on the earnings call that Tesla can’t get rare-earth magnets the robot’s motors need right now owing to retaliatory restrictions that China, the sole supplier, implemented in response to Trump’s tariffs.)



Investors like Gerber want to see Musk prioritize new products instead. He thinks the Cybercab concept that Tesla showed off last fall, which Musk pitched as a futuristic robotaxi model with no steering wheel, could instead have been sold as a lower-priced EV.



“It makes no sense. Cybercab should have just been a two-door, small $25,000 Tesla,” he said. “Just do the Cybercab with a steering wheel and scale it up. It&#8217;s a cool-looking car and looks different than any other in its lineup and could attract new customers, especially if it’s $25.000. Doing a stripped-down Model Y is kicking themselves in the kneecap.”



<hr class="wp-block-separator has-alpha-channel-opacity"/>



<h2 class="wp-block-heading">Tariff Impact</h2>



Tesla is somewhat better insulated against Trump’s tariffs as it doesn’t import vehicles built abroad, or even from Canada and Mexico as most other automakers do. But it still sources steel, aluminum and auto parts from outside the U.S. so will be hurt by higher costs for those products. And tariffs will especially hurt its most successful business beside EVs: energy generation and storage, where it sells battery packs to homeowners, utilities and companies. In Q1, Tesla posted a 67% jump in this business line’s revenue to $2.73 billion.



But for these battery packs, Tesla relies on lithium-iron-phosphate (LFP) battery cells made in China, which will now get stung by Trump’s 145% tax on imported Chinese goods. Tesla had planned to begin making LFP cells this year at its battery gigafactory in Nevada under a new licensing agreement with China’s CATL, the world’s biggest maker of EV batteries. They would be cheaper than the lithium-ion cells that go into Tesla’s EV packs. But that plan has now stalled.



“The impact of tariffs on the energy business will be outsized since we source LFP battery cells from China,” Tesla CFO Vaibhav Taneja said on the call. “We’re in the process of commissioning equipment for the local manufacturing of LFP battery cells in the U.S. However, the equipment which we have can only service a fraction of our total installed capacity of late.”



That means much higher prices for Tesla’s Megapacks and less business, especially from utilities buying them to store solar- and wind-generated electricity.



“Nobody, not even Tesla, makes LFP in the U.S. The 145% tariffs mean prices for those cells go up for everybody,” said a person familiar with Tesla’s battery operations who declined to be identified for fear of reprisal. “The utilities are just not willing to pay that higher price. It&#8217;s not like Tesla will lose out to competition. In this case, the market just disappears as the price goes up.”



Gerber, a long-time Musk fan who’s become an outspoken critic, sees no sign that Elon has any ideas to fix Tesla’s near-term product strategy, even if he’s doing less DOGE work.



“I just don’t see this as any big change for the better at Tesla,” he said. “It’s not going to solve their problems.”

GERMANY-AUTOMOBILE-TESLA-MUSK

Elon Musk Is Running Out Of Ideas To Save Tesla

From bean to brew, Coffee in Tanzania is starting to reveal the hidden world of plant communication. 



Picture a coffee bean and you’ll probably think back to the bag you picked up from the artisanal shop to grind at home. You’ll tell your friends or colleagues that these beans are a special blend from some free-trade plantation in Rwanda, Ethiopia or Uganda. You may even show off your connected coffee machine that turns on with an app and knows exactly how you like your next cup brewed. It’s incredibly smart, but what you may not realize is that technology has become an intrinsic part of the coffee life cycle, from farm to Frappuccino.


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“As a crop, coffee covers 10 million hectares of land. There are over 125 million farmers involved in coffee production,” says Massimo Battaglia, a tropical agronomist and Coffee Research Leader at Accademia del Caffè Espresso in Italy. “And that’s just the farmers, there are also traders, baristas, roasters… the population that is connect- ed to coffee is amazing.”



Coffee is produced in about 70 countries worldwide, but for 12 nations—including four in Africa—it represents their primary agricultural export. This massive industry now faces serious challenges. Unpredictable weather patterns and temperature shifts are threatening not just coffee yields and quality, but the livelihoods of millions of farmers who depend on coffee cultivation.



“Climate change is a reality,” says Battaglia, adding that another issue is the distance between the origin and consumption. Unlike vineyards, which are in good proximity to their end product–it’s possible to drink a glass of wine while looking at a valley of vines–coffee has a geographical issue. “You have to imagine the plantation. But if we can make a wedding between the biology and consumption, I think we can improve the overall value chain of coffee,” he says. “It’s my dream for this technology to help families have a better standard of living.”



Sensors and gatherers



To understand exactly how the environment is changing, you need big data. One of the ways to do this in an agricultural environment is to use Internet of Things (IoT) sensors. Cisco has partnered with the ConSenso Project, a coalition of Tanzanian espresso farmers and Italian plant and technology (PNAT) researchers, to fit 65 solar-powered IoT sensors on the Tunasikia Farm in Utengule, Tanzania. Angelo Fienga, Cisco’s Director of Sustainable Solutions for Europe, Middle East, and Africa (EMEA), explains that collecting data in a city, for example, where everything is connected, is easy. But on a farm, the challenge is not only gathering data–the type of data you need is completely different. In addition to this, the information is often spread across a large, open environment. You need a solution that doesn’t involve planting dozens of disruptive antennae in addition to your crops. And once this data is captured, it has to be both managed and secured. 


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“You have to protect the data coming from the field,” says Fienga. (LoRaWAN, Cisco’s long-distance, low-power consumption radio-transmission technology, is one of the key solutions helping to connect Tunasikia sensors.) Camilla Pandolfi, CEO and R&amp;D Manager at PNAT, a think tank of biologists, designers, and social and environmental scientists in Italy, explains how these sensors can capture data on soil, sun, climate, carbon capture, insects, and–most interestingly–the plants’ electrical energy fields. “We know we will be able to monitor not only water needs but also pathogen attacks, nutrient needs so we can really improve the sustainability of consumption by helping farmers to perform treatments at the right time,” she says. 



“We’re really monitoring what the plants are doing by inserting electrodes that monitor electrical activity. It’s like performing electroencephalograms on plants.” These electrodes detect the subtle electrical signals that flow through the coffee plants, revealing a hidden world of plant communication. The sensors across the farm take measurements every five minutes. This creates a detailed picture of not just the environment, but also how the coffee plants respond to it. “What we are measuring is something very delicate,” Pandolfi adds. “Even if you touch the plant, you introduce a sort of perturbation of the signal.”



Listen up



Of course, building technology that can survive in Tanzania’s coffee fields was no small challenge. The sensors needed to be waterproof, self-powered and small enough to attach to plant stems without causing damage. “We had to trade-off between the amount of data we wanted to acquire and the electricity we had available,” says Pandolfi. PNAT’s solution was to create compact devices with solar panels that can operate for up to a week without sunlight. Early results are promising–the researchers have found clear relationships between water availability and changes in the plants’ electrical behavior and these insights are turning traditional coffee agriculture on its head. “Normally, I fight with my father about his old farming ideas,” laughs Battaglia. 



“But in this case, it’s upside down–we ask the plant what it needs. It’s the plant that helps us find the solution.” As Fienga puts it: “The technology is making the plant talk to the cloud. You’re giving a voice to the plants to tell us ‘I’m thirsty’ or ‘I’m sick’.” For coffee growers facing increasingly unpredictable rainfall patterns, direct communication with their crops could be transformative. 



The PNAT team believes this approach will eventually allow them to detect not just water needs but also disease outbreaks and nutrient deficiencies through electrical signals alone. “We can really improve sustainability by helping farmers perform treatments at exactly the right time,” says Pandolfi. For coffee, which requires more than 2,000mm of rainfall annually, understanding precisely when plants need water could help farmers maintain yields even as climate conditions become more challenging. “This is a revolution in agriculture,” says Battaglia. “You don’t impose anything but instead listen to the plant to find the right decision at the right moment.”

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