Where Iwe Irohin faltered, Alaroye has triumphed, standing today as the longest-surviving indigenous Yoruba newspaper in print across the Yoruba homeland. Its continued survival is significant, but even more important is its role in the promotion and preservation of Yoruba culture, especially the language—an area where Musa Alao Adedayo has left an indelible mark.

In the annals of Yoruba cultural preservation and promotion, few names resonate as powerfully as that of Musa Alao Adedayo, affectionately known as Baba Alaroye. Born in January 1960, this remarkable figure has dedicated his life to ensuring that the Yoruba language, culture, and heritage not only endure but flourish in an increasingly globalized world. His story is one of unwavering resolve, cultural pride, and a relentless commitment to preserving indigenous identity against formidable odds.

Roots and Early Foundation

Musa Alao Adedayo’s journey began in a family that understood the power of language and storytelling. As he recalls in his own words:

“When I was in Primary 3, he [my father] would come back from Abeokuta to Lagos and bring home D.O. Fagunwa’s books. People would gather in our compound, and he would ask me to read to them. I enjoyed reading those books. That experience gave me the eye for good writing, and I began dreaming of writing in Yoruba someday.”

This early exposure wasn’t merely about entertainment, it was a profound introduction to Yoruba philosophical and cultural worldview. Through Fagunwa’s fantastical tales, young Adedayo absorbed the sociological structures, spiritual beliefs, and intellectual traditions that would later inform his journalistic work. His family background as a Muslim household that embraced cultural diversity also shaped his balanced worldview, teaching him the importance of fairness, qualities that would later define his editorial approach.

The Artistic Path to Broadcasting

Adedayo’s career trajectory began unexpectedly through the performing arts. He recounts:

“I came from Abeokuta to Lagos in 1980 doing Ewi (lyrics) artist. In those days as an Ewi person, you must be attached to a particular musician and I was with Dele Abiodun, who was like my master.”

This traditional Yoruba art form became his entry into Lagos’s cultural scene, leading to connections with entertainment luminaries like Jide Kosoko and Adebayo Salami. The pivotal moment came when Salami invited him to participate in Radio Lagos’s “Kebuyeri” program. Reflecting on this career shift, Adedayo admits:

“My journey into broadcasting was accidental. I didn’t plan to be a broadcaster—I didn’t even think I could be one. But I always knew I would become a writer, especially in Yoruba.”

Educational Pursuits and Professional Growth

Recognizing that sustainable success in media required formal education, Adedayo embarked on an ambitious academic journey. He explains his motivation:

“I went to Lagos Business School and earned master’s degrees in Public and Business Administration, not just for knowledge, but to avoid being looked down upon because I publish in Yoruba. People would say, ‘Well, it’s just a Yoruba paper, what do you expect?’ I wanted to show that even a Yoruba-language newspaper can be run professionally, with a good office, qualified personnel, and high editorial standards.”

This strategic approach to education began at the Nigerian Institute of Journalism (NIJ) and continued through his undergraduate and postgraduate studies. His academic pursuits weren’t merely for personal advancement but were integral to his mission of elevating indigenous language journalism to international standards and challenging prevailing prejudices against vernacular media.

The Alaroye Chronicles: A Testament to Resilience

The story of Alaroye newspaper represents an extraordinary tale of persistence. Adedayo recounts his journey with remarkable honesty:

“It was in May 1985 when I was 25 and while I was still working as a Yoruba newsreader with the NTA that I decided to try my hands in publishing, which brought about the Alaroye. Between May and October of 1985, I was only able to publish four editions of the tabloid that was meant to be weekly.”

After failed attempts in 1990 and 1994, success finally came in 1996. Reflecting on this journey, he observes:

 “I thank God that today, Alaroye is seen not as a happenstance, but a planned revolution in the newspaper industry in Nigeria.”

Each failure taught valuable lessons about production, distribution, and the unique challenges of indigenous language publishing, ultimately contributing to the newspaper’s eventual success and its circulation of up to 150,000 copies per week during critical periods in Nigerian politics.

Professor Toyin Falola provides crucial context for understanding Adedayo’s revolutionary approach to journalism:

“He understood that the newspaper industry in the country was already culturally predatory as many of them, if not all as at the time of Alaroye newspaper’s emergence, were already conducting their communication business in English.”

Alaroye emerged during Nigeria’s political crisis following the annulled 1993 presidential election, positioning itself as a voice for democratic advocacy. The newspaper’s circulation soared to approximately 150,000 copies per week during this critical period, competing favorably with established national dailies. Unlike existing publications that were often translations or repetitions of English content, Alaroye offered original research, thorough analysis, and investigative journalism that addressed issues through distinctly Yoruba cultural perspectives, demonstrating that indigenous language media could achieve both professional excellence and popular appeal.

Success with Alaroye enabled Adedayo to diversify his publications, creating a media ecosystem that served different segments of the Yoruba-speaking community. Iriri Aye Alaroye, a monthly human-interest magazine, provided deeper storytelling opportunities, while Akede Agbaye, a weekly entertainment magazine, became popular among celebrities from Nollywood, Juju, Fuji, Apala, and religious music sectors.

This expansion strategy demonstrated sophisticated understanding of market segmentation and audience needs. Rather than trying to serve all readers with one publication, Adedayo created specialized content that could generate diverse revenue streams while maintaining editorial focus and quality.

Institutional Legacy: The Yoruba World Centre

Perhaps Adedayo’s most ambitious project is the International Centre for Yoruba Arts and Culture, established in 2020 at the University of Ibadan. Speaking about the Centre’s vision, he explains:

“We want to establish something for the Yoruba people—a place where, whenever they arrive, they know they are in a Yoruba environment. A kind of kingdom within a kingdom. When you enter such a place, everything you see, everything around you, should tell you that you’re in your cultural home.”

The Centre, launched by Vice President Professor Yemi Osinbajo in November 2021, serves as a comprehensive repository for Yoruba history, language, arts, and culture. Its vision extends beyond mere preservation to active promotion and global dissemination of Yoruba heritage. The Centre houses a library, archive, museum, recreation and reconstruction facilities, broadcasting and film village, and even an artificial forest showcasing indigenous trees and herbs. Adedayo’s collaborative approach reflects his understanding that cultural preservation requires partnerships with organizations like CEYOLENG, YSAN, and the DAWN Commission.

Recognizing the digital revolution’s impact on information dissemination, Adedayo has embraced technology as a tool for cultural preservation. The Centre’s partnership with Yoruba Wikimedians User Group represents a strategic move to digitize and globalize access to Yoruba knowledge. This collaboration aims to improve the quality and credibility of Yoruba content on Wikipedia while promoting the Centre among international academics and researchers.

The Centre also works to support the growing number of universities, now approximately 39, teaching Yoruba language in the United States, and collaborates with online platforms serving heritage learners and children of Yoruba diaspora communities.

Adedayo’s contributions extend to the technical aspects of language development. His work on Yoruba orthography standardization addresses a critical need for consistency in written Yoruba across different contexts and media. Through conferences and collaborations with academic institutions, he is involved in reviewing and updating existing orthographic standards to support the implementation of national language policies.

This technical work, while less visible than his publishing activities, is crucial for the language’s academic credibility and international recognition. Standardized orthography facilitates translation, education, and digital communication, making Yoruba more accessible to global audiences.

Recognition and Honors

Vice President Professor Yemi Osinbajo captured the significance of Adedayo’s contributions in his launch speech for the Yoruba World Centre:

“Let me commend again the architects of this initiative led by Alagba Alao Adedayo, for the boldness and ambition of their enterprise. And for the enormous self-sacrifice and patriotism that this entailed.”

Adedayo’s contributions have earned him significant recognition, culminating in 2025 with the Nigerian Academy of Letters honoring him with the Award of Excellence in Humanistic Practice. This recognition places him alongside distinguished recipients and acknowledges his role in preserving and promoting humanistic scholarship through indigenous language media. His books, including “Crude Journalism: The History of Alaroye and African Indigenous Language Newspaper” (2006) and “Lateef Adegbite: A life for The People” (2006), document his experiences and insights for future generations. Government recognition came when Nigerian Minister of Information and Culture, Lai Muhammed, visited Alaroye’s office in 2016 as part of efforts to partner with the publication for grassroots policy communication.

A Living Legacy

At 65, Musa Alao Adedayo continues to challenge assumptions about indigenous language media and cultural preservation. His work demonstrates that cultural identity and modern professional standards are not mutually exclusive. Through Alaroye and the Yoruba World Centre, he has created institutions that will outlive him, ensuring that future generations have access to their cultural heritage and the tools to build upon it.

His story serves as inspiration for cultural advocates worldwide, proving that individual determination, combined with strategic thinking and collaborative partnerships, can create lasting change. In preserving Yoruba language and culture, Adedayo has not only served his immediate community but has contributed to global cultural diversity and the broader human heritage.

Today, when cultural homogenization threatens indigenous identities worldwide, Musa Alao Adedayo stands as a beacon of hope, proofing that local cultures can not only survive but thrive in the global age. His legacy reminds us that preserving our past is essential for building our future, and that language is indeed the soul of culture, deserving of our most dedicated efforts to ensure its continuity.