Joyce Onwuka
Thirty-five arts and culture journalists from across Nigeria recently gathered at the Yemisi Shyllon Museum of Art (YSMA), Pan-Atlantic University, for a two-day international workshop designed to strengthen arts journalism, cultural communication, and media engagement within Nigeria’s growing creative ecosystem.
The workshop, titled New Narratives and Singular Communication in Arts Journalism: The Museo del Prado Experience, was organized by the Yemisi Shyllon Museum of Art in partnership with the Embassy of Spain in Nigeria and Casa África through its #PeriodismoÁfrica programme, with the support of the Museo Nacional del Prado, Madrid, and Art Report Africa as media partner.
The intensive programme brought together journalists, editors, critics, museum professionals, cultural communicators, and academics for conversations on ethics, storytelling, audience engagement, media relations, digital communication, artificial intelligence, and the evolving role of journalism in shaping public understanding of arts and culture.
A major highlight of the workshop was the participation of Carlos Chaguaceda, Director of Communications at the Museo del Prado, who delivered the keynote presentation titled The Prado and the Will to Communicate.
Widely regarded as one of the world’s leading museums, the Museo del Prado welcomes more than 3.5 million visitors annually and reaches millions more through its digital platforms. In recent years, the institution has emerged as a global reference point in cultural communication, earning international recognition for its innovative public engagement strategies, including multiple Webby Awards and recognition among the world’s leading social media initiatives.
Drawing from the Prado’s experience, Chaguaceda shared insights into how museums and cultural institutions can build meaningful relationships with audiences, create compelling narratives, and generate public value through strategic communication.
Through presentations and a panel conversation, participants also engaged with leading voices from journalism, academia, and the arts, including Dr. Ike Obiaya, Dean of the School of Media and Communication, Pan-Atlantic University; Sunshine Alaibe, Director of Art Report Africa; Wale Alimi, Artist; Dr. Nwachukwu Egbunike; and Dr. Jess Castellote, Director of the Yemisi Shyllon Museum of Art.
Speaking on the significance of the collaboration, the Cultural Adviser of the Embassy of Spain in Nigeria noted: “One of the most effective ways to strengthen relations between nations is through culture. This workshop reflects our commitment to fostering meaningful exchanges between Spanish and Nigerian institutions and professionals. By bringing together expertise from the Museo del Prado and leading voices from Nigeria’s cultural sector, we are investing in relationships, knowledge, and dialogue that will continue to benefit both countries long after the programme has ended.”
Casa África, a public diplomacy institution linked to Spain’s Ministry of Foreign Affairs and dedicated to strengthening relations between Spain and Africa through culture, education, media, and knowledge exchange, supported the initiative through its #PeriodismoÁfrica programme, which focuses on strengthening journalism and media practice across the African continent.
Commenting on the workshop, Joan Tusell, Coordinator of the #PeriodismoÁfrica programme at Casa África, said: “The way culture is reported shapes how societies understand themselves and how the world understands Africa. Cultural journalism is not simply about documenting events; it helps preserve memory, interpret change, and connect communities through shared stories. Through #PeriodismoÁfrica, we seek to support journalists who tell richer and more nuanced stories about African realities. Bringing the communication experience of the Museo del Prado to Lagos was an opportunity to facilitate a practical exchange of ideas and experiences that we hope will inspire journalists and cultural institutions alike to build stronger narratives and greater public engagement around arts and culture.”
For the Yemisi Shyllon Museum of Art, the workshop reflects a longstanding commitment to strengthening the cultural ecosystem through education, dialogue, and professional development.
Dr. Jess Castellote, Director of YSMA, demystified the hidden mechanics of value, validation and storytelling in the art world in his workshop presentation titled the Art Ecosystem and the Journalist’s Mandate.
He remarked: “A healthy cultural ecosystem requires informed and engaged journalism. Museums preserve and interpret culture, but journalists help amplify those conversations in the public sphere. At YSMA, we believe that the future of the art history of Nigeria depends partly on the stories journalists choose to tell today. This workshop created an opportunity for media professionals, academics, and cultural practitioners to reflect together on the opportunities and responsibilities of reporting on the arts. We hope this experience refines the quality of cultural journalism which ultimately shapes the visibility, understanding, and value society places on culture itself.”
The successful workshop reinforces YSMA’s growing role as a convener of critical conversations within Nigeria’s cultural and creative sectors. Over the years, the museum has consistently invested in workshops, professional exchanges, and training initiatives designed to strengthen cultural literacy, support creative practitioners, and build capacity among stakeholders across the arts ecosystem.
As one of Africa’s leading university museums, YSMA continues to position itself not only as a repository of Nigerian art and heritage, but also as a platform for learning, research, dialogue, and sector-wide development.
Through strategic partnerships with institutions such as the Embassy of Spain, Casa África, and the Museo del Prado, the museum continues to expand opportunities for knowledge exchange while contributing to the future of cultural communication and arts journalism in Nigeria and beyond.