The Plug puts Lagos on global spotlight as IShowSpeed reaches 50m subscribers

Lagos was thrust into global focus on January 21 as popular American streamer Darren Watkins Jr., widely known as IShowSpeed, crossed the 50 million subscribers mark on YouTube during a live broadcast on the streets of the city.

The historic milestone, which makes IShowSpeed the first Black streamer to reach the figure, was curated and executed by Nigerian culture and entertainment agency The Plug, which coordinated the streamer’s movements and cultural engagements throughout the day.

Subscriber data from the livestream showed that IShowSpeed began the broadcast at 49,931,591 subscribers before crossing the landmark mid-stream and peaking at 50,044,380, as thousands of viewers tuned in from across the world.

The achievement coincided with the streamer’s 21st birthday and was marked by a series of cultural and fan-driven experiences that highlighted Lagos’ vibrancy. Among the key moments was a visit to the Nike Art Gallery, where IShowSpeed met renowned artist Nike Davies-Okundaye, wore a traditional Yoruba dansiki, and learned the Bata dance. He also adopted the Yoruba name Mojọ́láolúwà during the cultural exchange.

The livestream featured several viral moments, including the streamer sampling Nigerian Jollof rice, which he described as the best he had tasted despite reacting to its spiciness. Another widely shared clip captured his encounter with a local personality popularly referred to online as the “angriest man in Nigeria,” who declined a $1,000 offer from the streamer before walking away.

IShowSpeed also engaged with young fans during a visit to Meadow Hall School, where he interacted with students and took part in light sporting activities.

The day ended with a birthday celebration at Lulu Beach Club, where Afrobeats star Davido joined via FaceTime to congratulate the streamer on both his birthday and the milestone. Speaking during the event, IShowSpeed said reaching 50 million subscribers in Lagos was the best gift he could have received.

By the end of the broadcast, Lagos had become the backdrop for one of the most-watched creator milestones in YouTube history, reinforcing the city’s growing influence in global digital culture under the strategic direction of The Plug.