Babaeko is a writer, consumer behaviour analyst, brand development expert and motivational speaker.

He was formerly the Business and Creative Director of an advertising agency called 141 Worldwide, one of the biggest advertising agencies in Nigeria with branches in many countries.

While at 141, his team worked on several campaigns for brands including Etisalat, British American Tobacco, Tom Tom, First Bank and Multichoice.

Before he joined 141, he worked with Prima Garnet Ogilvy for five years and close to 20 years at MC&A Saatchi & Saatchi. He shocked the world when he left 141 Worldwide to start his own advertising agency X3M (Extreme) Ideas.

While working in a structured environment, Babaeko discovered he had ears for music, so he set up his record label, X3M (Extreme).