You cannot talk about Television or the Nigerian media as we know it today, without recognizing this young lady, who has contributed and is still contributing to its growth and success. A compere, presenter (Radio & TV), host and filmmaker, how can one completely describe this beautiful lady, with an endearing smile and an admirable personality? Pulse.com.ng presents, Cinematographer and Maltina Dance All Show host, a Media Icon in the making, Ms. Kemi Adetiba, as she lets us into her world of visual artistry.
A little about you?
My name is Kemi Adetiba. I was born on the 8th of January 1980. My father is media guru Dele Adetiba and my mother is a civil engineer and first female president of the Association of Civil Engineers of Nigeria.
Why did you study Law?
I studied law out of interest. I knew I would end up in media someway/somehow and needed a safety net. Media at the time I started was not as fashionable as it is right now and the industry was volatile.
How did you find your way into mainstream media?
I have always been surrounded by media. My father was on television, he ran an advertising agency as well so I was always around cameras and on sets. Also in my Primary 5, if I remember correctly I also did an OMO detergent promotion commercial, so I been in media from birth.
The radio and TV experience?
Like I said, I had done a commercial when I was just a little girl, so you could say that was my first taste of 'Television'. Radio came in round about my first year at University of Lagos studying law and was totally by chance. A good friend was trying out to join Rhythm fm and I think had been approached to recruit some young, virgin voices for their radio shows. I have very good music knowledge and he knew this so asked me to come through. One thing led to another, and I ended up with a job on the station even though I wasn't aggressively looking for one. My first show was SOUL'ED OUT with Demola Sadiq (then with the Cyrus da Virus moniker)
[caption id=«» align=«alignnone» width=«300» caption=«Maltina Dance All host- Kemi Adetiba»][/caption]
Would you agree that you come from an influential family?
Influential in what terms exactly? I come from an occupationally successful family. Yes! We pride ourselves in that. My parents have worked very hard to be known for the level of perfection they have put into their respective fields. They are known for their skill and hard work and I am very proud of them and slightly intimidated as they set a high bar to scale.
Has this influenced your success so far?
Not at all as initially my parents were not too stoked about me pursuing the media world. As I mentioned earlier, it wasn't as fabulous as it is now. Plus my dad was very concerned about how volatile the industry was and wanted me to be able to carve a career, not just make a living. So he was very hesitant in the beginning even though he is in media. Funny enough, my mum who is a professional (Engineer) came through earlier than my dad with regards to being comfortable with my career (laughs) but they have both been VERY supportive.
From working with Soundcity, what got you interested in music and what lead you into Videography/Video directing?
I have always been interested in music. I have always said that if I wasn’t doing what I was doing now, I would probably be a music producer or even a singer. I grew up with music, the Classics. My parents are huge music buffs. It was ingrained from birth. The visual aspect of it grew out of my artistic need to tell stories, visual or otherwise. Remember I am not a music video director; I am a visual artiste, a filmmaker. My videos just happen to be on the fore front of my career. I do films, commercials, documentaries, and TV content, anything that revolves around telling stories with visuals. No limitations!
Work done so far, with regards to Videos directed?
Far too many to state, You might have to google (Smiles) However I have been privileged to work with artistes like Banky W, Bez, Omawumi, MI, cobhams, Ego, Wizkid and a host of others. I've been blessed, extremely blessed.
[caption id=«» align=«alignnone» width=«480» caption=«Cinematographer- Kemi Adetiba»][/caption]
Challenges faced in the business and conquered?
I try not to see challenges. There are the obvious but I don't want to give too much energy to them by highlighting them. I could go on about how difficult it is conducting business in Nigeria but it won't be fair. I have the same even shot as everyone else.
You are also known to compere major events and shows, is that work or just another hobby?
Well it started off when I was on radio and television. I think it is the inevitable step if you are on any of those mediums and good, you are most likely to be called to compere events. I have tapered down a bit as I moved behind the camera as juggling it all is a challenge, but I still keep my hand in the hosting cookie pot. For instance, with MALTINA DANCE ALL, I have hosted for three seasons now.
How profitable has business been?
Like I said, I've been blessed. I have no side gigs. I eat from my hands. And my hands are entirely in visuals right now, whether it is in front of or being the camera. God has been more than AWESOME to me in this regard.
How would you describe the Nigerian music industry vis a vis the entertainment industry?
I am excited. It growing and the world is just beginning to recognise and tap in. We still have a lot of areas to grow in, but even the most advanced industries were number 2 before they were a 100. Give us time. I love it! I'm excited! We shall see what happens.
Would you say the name “Kemi Adetiba” is now a brand?
By God's Grace, I'm working very hard so it can be. My greatest motivation is to leave a legacy behind and NOT fail those that believe in me (Smiles.)
Achievements so far?
I'm still a work in progress. Looking back I can't say any of my achievements have been great... Yet!!
Future plans and aspirations?
Right now I am working on a TV show called «Kemi Adetiba's TV Diaries». It’s a travelling set, lifestyle show. Fashion, cuisine, travel etc but each show will be personality driven. I also have a short film I am working on with my brother in production and a couple other projects you will hear about soon, hopefully.
See her latest work: http://www.youtube.com/watch?v=nyCRzex77u0 you can also follow her on Twitter @kemiadetiba