November 28, (THEWILL) – Journalist turned actress, Idia Aisien speaks with IVORY UKONU about her transition from broadcast journalism to acting and life as a luxury brand influencer
What led to your decision to veer into acting?
I have always been fascinated by the movies and the rise of Nollywood on the global scene. I am the kind of girl that likes to go to the cinema alone and settle down to watch almost every movie that is released, whether in the box office or on platforms like Netflix. I never imagined getting an opportunity to be on screen, but when it came I had to grab it. It was destiny.
What was it about you that made the producers think you could play the lead role in the remake of the movie, Nneka The Pretty Serpent?
I honestly went through the audition process, as well as the entire filming process with an open mind and I was just willing to learn. I think the character was searching for meaning in her life and I was going through the same thing after the loss of my father. I was moldable because I felt like I needed to prove myself. The producers could probably see that.
Despite being praised for your interpretation of the role, looking back, do you think you did a good job of it or you could have done better?
I was honestly humbled by all the positive feedback I received for how I played the character. I gave every part of me to that role; and it was definitely the most mentally and physically exerting thing I’ve done in entertainment. Could I have done better at the time? No. Could I do better now? Yes, absolutely.
What kind of movie production would you like to be part of in future and what roles would you prefer?
I would definitely love to continue in the path of big productions like Nneka The Pretty Serpent. But I would really love to explore being a full villain or play more action characters. I want to be challenged on every level in acting.
You started out as a model, modelling for quite a number of established brands and even walked both local and international runways. How did that aspect of your life shape you to become who you are today?
Modelling was an interesting field because it taught me a lot about rejection and it gave me a very thick skin. It was complicated because it made me feel very confident, but at the same time I was also aware that there will always be someone who is taller, skinnier or more beautiful than I am. This has helped me to prepare for the real world.
You had your education and worked with a few media firms abroad. Why did you return to Nigeria instead of staying back to nurture your career?
Honestly, nurturing my passion in media was the initial plan and growing up, I always wanted to be a broadcaster for the Cable News Network. However, life had its own plans. I was with the United Nations Peacebuilding Commission when I was hired by a private equity firm based in New York City that was investing in banks across Africa. It was that job that brought me to Nigeria in 2016. A few months later I was offered an opportunity to host a lifestyle show on Spice TV.
You later moved to Arise TV. What was the highlight of your career there?
I worked with Arise TV as a business anchor on the Global Business Report until March 2019. One of my proudest moments working for the news outlet was being able to go on the field to cover the Ita Faaji building collapse that happened in March 2019. The way the entire news network swung into action to cover the story was really admirable. It reminded me that that was the reason I studied journalism. Being a news anchor was my dream job. So it is an experience I will never forget. I learned so much on the job and it reminded me of working in the media in Washington, DC.
As an influencer, how do you stay relevant enough in an era where almost everyone is an influencer, to catch the eyes of top brands?
Influencing for me is about being genuine and only focusing on topics you are genuinely knowledgeable about or on products you have actually tried. I also think being influential in a specific field, by building an audience first, will eventually make brands reach out to you so they can capitalise on your following.
What are your criteria for determining the kind of brands you represent?
I really want to work with companies and brands that not only sell products, but also care about the consumer and tell a story. As a luxury consumer, I am mostly drawn to brands that focus on quality instead of quantity. For more mass targeted brands, I am drawn to companies that focus on impact and “feeling good.”
For someone looking at starting an influencing career, what advice would you give to help the person stand out from the crowd?
Find something that you’re really passionate about and create content around that consistently. The key is to keep creating authentic, engaging and fun content. Brands in that niche will eventually not be able to ignore you. Once you’ve solidified one subject area of content creation, you can start adding other facets. It is super important to do it organically and to focus and grow in one area at a time. If you rush into doing everything, people won’t understand what your personal brand stands for.
You have evolved over the years, constantly reinventing yourself. How would you describe your journey in the entertainment business?
I would definitely say that I keep evolving as my curiosity in different parts of media and entertainment grows. Although all I wanted to do when I was growing up was to become a news anchor/ journalist for a major publication or TV channel, I’ve become fascinated with the strides that Nollywood is making globally. I love how fast the industry is growing in terms of production and more. When I was called to audition for Nneka The Pretty Serpent, it was a dream I didn’t know I had.
You come from a fairly wealthy home. Your dad was a champagne magnate and your mum a jeweller. What was growing up like?
Growing up was very interesting for me. Although I had wealthy parents and eleven older siblings, my dad was very strict at the same time. He taught us to work for everything we had and he would always explain to me that money didn’t come easy. I miss growing up with our full house and all my siblings. We didn’t all live in the same country as we grew older, but we always made out time for family dinners and gatherings. My childhood is honestly what grounds me.
One of your parents is from Cameron. What is it like having parents of dual nationalities?
My mum is so different from my dad and it really shaped my idea of love. People don’t have to be exactly the same to find each other. Although they split up when I was very young, I see how committed she is to her family in Cameroon and her family in Nigeria and it’s very inspiring.
You run the Idia Project. What is it all about and what is its impact in Africa and Nigeria specifically?
While working in the US, I was frustrated by the negative media portrayal of African countries and the fact that many people were ignorant of our cultures. In 2007, my American friend’s father asked me how excited I was to be in America and if I got my first set of clothes in the USA. As of 2014, I graduated with a Masters degree and people would still ask me if we had roads, airports and bridges in Nigeria. I decided it was important to tell more stories about the progress being made in various industries across the African continent. Today, Africans are breaking various stereotypes in technology, commerce and various industries. Those stories just need to be told more and to a wider audience. And so, the Idia Project aims at showcasing positive stories from Africa. The project seeks to attract increased investment, capital flow and funding by instilling hope and a renewed faith in Africa. Its mission is to eradicate poverty, promote sustainable growth and development, integrate Africa in the world economy and accelerate the empowerment of women, men and children by telling the other half of the story.
What would you say has been your greatest achievement in life so far?
My greatest achievement so far has been becoming the Global Brand Ambassador for Josien Holdings Limited, one of the largest distributors of wines and spirits for over 40 years. I had to work outside of my family name to prove that I was worthy and capable of promoting a drinks distribution empire. People might not know it, but it’s harder to gain respect and approval from people that have known you your whole life.
Any regrets about life?
If I could turn back time, I would have moved back to Nigeria much later than 2016. My move was premature and even though I was blessed with a progressive career, I didn’t fully understand the Nigerian market and audience. I was thinking like an American girl. There are so many things I believe I could’ve done better in my career. I also wish God had used me to stop my dad from traveling on the day he died. I know it was not in my hands, but I wish it had been different.
You were once quoted as saying a woman can have it all and so much more. What life experiences have you had that informed such statement?
I think the way to work around having it all is realising that life happens in different stages and phases and we have to prepare ourselves so we can embrace them all. When I was younger, I would work two or three jobs at the same time because my priority was my career and making money. Nowadays my priorities are different. So the most important thing is being able to work on what I’m passionate about and prepare to build a family at the same time with my future husband.
How do you unwind when you aren’t working?
I love to watch movies and I love going out for drinks with my friends. Recently, I’ve been craving my first ‘baecation.’
What does the future hold for Idia Aisien?
I hope to act in more films within and outside Nigeria. I’m going to film school soon to sharpen my acting skills. It would be nice to also have my own clothing line or merchandise soon. As for the IDIA Project, it’s in the fundraising phase and we hope to come back stronger next year.
Ivory Ukonu is a versatile journalist with many years of experience, with entertainment and society reporting as her area of core competence.
