By ABISOLA ALAWODE
Your journey in the Nigerian media is truly remarkable. From being a radio OAP, to working on TV (hosting Maltina dancehall show) and now one of Nigeria’s most recognised director/producer for motion visuals (documentaries, TV content, Music videos, Film, Commercials).. How did this all start for you?
I’ve always been a creative person. I mean, they used to call me Deejay k in school. I used to listen to all kinds of music, my family is very musical. The arts were a big part of our lives and of course you know that my dad used to be in the media so I was brought up in that kind of lifestyle. People that knew me when I was growing up when are not surprised that I turned out this way.
How do you get ideas you use in directing your videos?
The idea just comes. If I think about an idea I usually get pictures. All that is left is for me is to just piece together these pictures and make sure they tell a story and voila! The video is made.
So law was just something you just did?
Yes it was. I didn’t have any particular love for law. You know my house is filled with certified professionals. My mum is one of Africa’s first certified female civil engineers. I couldn’t be an engineer because I don’t like math and I couldn’t be a doctor because I don’t like blood so I just did law.
What is the first thing you consider before you shoot a video?
The first thing I consider is the music. If I don’t like the music, then I don’t do the video. Because if I am not inspired by the music then I can’t make the Kemi Adetiba directed video that everyone likes.
So even if someone offers you a million dollars to shoot a video with bad music, you wouldn’t do it?
I wouldn’t do it. Because I’ll just be motivated by the money. And that’s not enough motivation for me. I genuinely have to like the music. Because what’s the essence of you coming to me if I can’t deliver and give you what you want?
Should we expect a full feature length movie from you?
Yes I’m hoping. I wish I would have done that before now. I have done short films that have done well on the festival route. But with feature length, it’s funding. Because the way I’ll probably like to do it I’ll need more money than the average. But we don’t exactly have a culture for investing in movies. And I really do not know much about that industry. I’m more or less like an outsider just looking in. I’m also concerned with how they make their money. I’ll also like to be the first Nigerian director to have a movie showing at Cannes. The reason why my videos are the way they are is because, I’m first and foremost a filmmaker and story teller and even if I can’t afford to make a feature length movie, I try to make each music video my little movie.
I understand you were in Brazil for the recently concluded FIFA world cup, tell me, what are some of the things you learnt during your trip there that you think our country will do better learning from?
I was in Brazil for work actually. Wakanow had hired me to shoot a documentary for them over there. It was also my second time in Brazil. Though I wasn’t into their culture, so I really can’t speak for that. But I can just speak more on how they organised the world cup. Especially from the media side of things. Everything was precise, well thought of and well put together. I just wish we could have more of that in this country. We are getting there though.
In the entertainment industry, strong women like you are a reference point for young girls coming up. Do you think women can effectively compete with the men in the industry?
Why wouldn’t they be able to do that? Especially when women say it’s tough for them to succeed in the industry. I usually say to them, I’m a woman and I’m here, I didn’t have to sleep with anybody to get here, I didn’t have to beg anybody to get here, what I did is to made sure that any project that I put out I put everything into it. There are many people who do not know I’m a girl they think I’m a boy and that’s fine as far as you pay me. The thing about is that once you are giving a chance, you should be able to deliver. You can’t say because I’m a woman, you have to lower your standards. It doesn’t work that way. If you want to be able to compete, you have to compete on that level. Even if you have to work ten times harder, don’t grumble. Just do it.
So what are your thoughts on the Nigerian entertainment industry as a whole? With the international recognition we’ve been getting?
I think we are getting a lot of attention, for our music and our movies have been getting recognition abroad for some time now. And quite a few n of them are doing well internationally. I’m hoping that doesn’t make us lazy and not keep trying to advance. We might be getting recognition now, but it doesn’t necessarily mean we should sit down and fold our arms. We have to keep pushing and looking for ways to take our craft to the next level. Like I always do when i work, I’m constantly looking for ways to advance. I don’t say because everybody is doing this, I should also do the same thing. I mean, whenever I watch my old videos, I cringe because I see all my mistakes. So on the next project, I try to correct those mistakes and come out with a better video. The whole industry needs to keep the attention for a good reason. Let us be inspiring. Let people outside Nigeria also want to copy things from us. Let us inspire them as well.
With video directors being accused of ‘hijacking;’ other peoples material, have you ever hijacked anybody’s material?
No I haven’t. Because, if I have, you’ll see it. I rarely watch music videos. Except maybe a really popular video that is on the blogs. I don’t usually watch the music video stations so I don’t know the ‘reigning’ thing. I don’t know the latest style, the latest camera angle etc. and that’s why I think my work by the grace of God stands out. I’m not blinded by anything. Sometimes, even unconsciously, you don’t know when you are close to copying someone’s idea. You know, no idea is original and I’m pretty sure that a lot of work I’ve done is inspired by not necessarily music videos but also by TV shows like Good Times, The Cosby Show etc. also, I’m inspired by things that happened in my family. My family is very humorous. So my ideas come from a melting pot of different things I’ve seen or experienced.
From Radio to TV, now you are a lecturer (Kemi teaches a yearly class with Frontline media Academy)
*laughs* I’m just waiting for the day people will wake up and find out I’m a fraud. Because I tell my dad all the time that I feel like a fraud. He had to tell me that I’m not a fraud he said you’ve been behind the camera for about 8 years adding the time you’ve spent in front of the camera you’ve been around for about 13 years so it’s high time you realise you are not a fraud. He also says it’s good that I’m nervous; it’s good that I have anxiety about my work because once you lose that; you will fail to put your all into a project. I’m just glad that I’ve been able to pass on to others some of the things I’ve learnt in my career.
I’m sure your videos have won countless number of awards?
My videos have been nominated a lot of times; I’ve won a couple, though not as much as I’d have wanted to.
But do you think the Nigerian award system is a good yard stick to measure videos? Because of the countless number of people who now organise award shows.
I think especially when people are commenting on these awards, it’s kind of subjective. You are bringing your own bias into it. There are a couple of times when I feel I should have won a particular award but it goes to someone else. Maybe it’s because I don’t release video all the time. I don’t do every body’s video. I’m very choosy about the videos I shoot. I mean, I don’t make my money from shooting music videos, I do commercials, and I do TV content. It’s not one of the things that I have to start churning out content all the time. So it allows me to be able to pick and choose things that inspire me. One thing I’ve trained myself to believe is that my work can never be measured by an award. I prefer that when I go on Instagram or Twitter and people tell me that they are inspired by my videos, that it made them go pick up a camera. Stuff like that. That’s what I measure my work by. If I measured my work through an award, I’ll be miserable every day.
What is your favourite piece of instrument you work with?
It’s simple- my brain is my favourite instrument to work with. Not because I’m very smart, just because i enjoy piecing stories together and when this idea is completed, I can’t wait for people to see it. 80 t0 90% of what you do comes from a great idea. You might have a great idea and shoot it on your camera phone but because it’s a great idea, people would still want to watch it. It’s not the graphics, not the cinematography, not the camera work or lighting that makes a product. Once you make it palatable for public consumption, people will like it.
You mentioned earlier that you do commercials. Is there any particular one you’ve done that stands out?
I’ve done quite a few, I’ve done one for Mouka Foam, and I’ve done about 3 for First Bank. The one that stands out is one of the commercials i shot for First Bank. The one involving a baby. It’s about opening an account for your child. It stands out to me because I got my nephew to star in the commercial. He starred with his parents (my brother and my sister in law) and of course I paid them. It stands out not because I used my family members, but because of the intimacy in it and everybody who sees that videos always appreciates that intimacy. That’s why I like it.
How long does it take you to put together a music video?
Getting the concept usually takes the most time. Like I said earlier, I don’t pick up concepts; I get inspired by them so sometimes it doesn’t come immediately so I just wait for it. But once I get the idea, I cost it and send it to the client. So let’s say, it takes a week to put everything together. If it’s an elaborate video, I try not to shoot for more than 2 days.
Have you worked with everybody you’ll like to work with and are there any musicians in Nigeria you’ll like to work with?
I’ll like to work with Davido; he seems like an exciting character, he has a lot of energy. I’ll also like to work with 2face, Sound Sultan. There are a lot of people I’ll like to work with but for now, I’m just drawing blanks.
Who were your idols growing up? Who were the people you looked up to in the film world?
Mine was different. I didn’t know this was my calling until I went to film school. I actually went to film school to be a director for TV and it was my supervisor that told me that I had a knack for telling stories I was well into my 20’s by then. I grew up watching a lot of movies and I also was into music as well. That was the kind of person I was. So I didn’t think I was going to go in this direction. If there was anything that I thought I’ll be, I thought I’ll be a singer or music producer. Unfortunately I don’t have the courage to do either. So ever since this gentleman told me I had a knack for telling stories that has been all I wanted to do.
As someone who’s been around for more than 13, what advice would you give upcoming females who want a career in the media?
I’ll say don’t be afraid to dream. I dream like a naïve person. To me, everything is possible. When I get knocked down, I give myself a little time to be depressed about it and I always have a plan B. if all you need is a break, do all you can to get that break. You might have to reduce that break, sometimes you might not be paid because you want that break. Once you get that break, you have to put in a 1000% percent because you might not get another chance. Another thing is that it’s a sexless industry. Hard work will always get you the recognition you deserve. Also remember that beauty doesn’t take you anywhere it is what you have in the palm of your hands that does that. Have no excuse when it comes to work.
Was there any video you saw while growing up that made you decide you wanted to be a director?
If I had to pick, it’ll be Michael Jackson’s You Rock My World directed by Paul Hunter. I mean, the extended version of the video is like a movie. The lighting, acting, story line was simply amazing. It’s one of my favourite videos in the world.
In Nigeria, which video director’s work do you admire?
I like a lot of Clarence’s work. I like a lot of work he does for Illbliss and Suspekt. Suspekt is another person I’ll love to shoot for. As in, I’ll give a limb to shoot for Suspekt but Clarence probably has a monopoly on doing that. I’ll also like to shoot for Illbliss. Illbliss has a good understanding of the music industry as a whole.
And your relationship with Banky W and EME?
Banky is like my brother. I met him before he became big. Though we are not as close anymore. We’ve never dated and come to think of it, I don’t think Banky W has ever found me attractive. It’s weird when people say we are compatible. I can understand why people group us together though, because we travel together etc. I also have a relationship with his label now; I work with Niyola a lot also.
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