A media entrepreneur, Ayobami Ladipo, is the founder of Porsche Classy Media. He tells Kehinde Ajose of The Punch about his entrepreneurial journey.
How did your journey in the media space start?
My journey in the media started when I was a student of the Olabisi Onabanjo University, Ago Iwoye, Ogun State. I used to be the entertainment editor of a magazine called Splash back then. Those were the days when we would leave Ago Iwoye to ‘cover’ music video shoots in Lagos. I recall that I took part in the video shoot for ‘Fe nu so’, by Lord of Ajasa featuring 9ice in 2008.
After I graduated from the university, I did a bit of acting. I featured in a couple of soap-operas, and acted in some movies as well. After some time, I had plans to travel to Europe. I also worked in a ‘branding’ company for about two years, before I eventually started Porsche Classy Media in 2012. At that time, the big names in blogging were Bella Naija, Linda Ikeji.
Though my educational background is in the sciences, I have always had passion for communication. I always wanted to be someone people would listen to. There was no social media in the nineties, so I used to tell my mother that I would end up on TV. I think I should have studied Mass Communication, instead of Geology. It was quite tough for me at that time, because (even as a student of Geology), I was always interested in anything that had to do with communication.
What niche does your media brand cater to?
Back in the university, I was always around members of the Student Union Government. I remembered when the ALUU 4 incident (mobbing of four students of University of Port Harcourt, Rivers State, on the allegation of being thieves) in 2012, I started the ‘ALUU 4 Say no to Jungle Justice’ campaign. At that time, I did not really know how to go about it. I was still trying to kick start the campaign when it was hijacked from me by some big names who had the cash and connections, to make it big and get credit for it.
It was at that point I decided to go into blogging, in order to create a platform through which I could be heard. The focus of the brand is on politics and general news; not gossip. I am a politically-savvy person, and I want to be a part of nation building. I want to contribute my quota to the success of Nigeria, till it becomes a great country.
What were the challenges you encountered in the early days of the business?
Back then, the challenges were much. Funding was a challenge; as well as getting work tools and Internet connectivity. Those were the days of struggling, when I had nothing. Back then, having N1,000 was a big deal for me. It was pretty difficult. I was ‘squatting’ with a cousin in Oshodi, Lagos. I recall that I used to sleep on the rug. It was a ‘face me, I face you’ (one-room apartment) house. In those days, I would go to the back of the house, put my second-hand laptop on a neighbours’ washing machine, and stand there for several hours. While there, I would source for stories, and keep writing. It was a quest for relevance, because I wanted my platform to be known. Thankfully, I was able to pull through, and I am still pushing till now.
What is your educational background?
I had my primary and secondary education in Ogun State. My tertiary education— Olabisi Onabanjo University— was also in the same town. I have also attended some media-related training, as well as in movie productions.
What strategies do you deploy to make your brand stand out?
I stay true to my niche, and I don’t try to join the bandwagon. My brand is for people who like ‘serious’ content. They know that our platform is for people reading about serious news in Nigeria and the rest of the world.
Timely updates of ‘serious’ content also helps us to stand out.
What were the challenges you faced as a young entrepreneur, and how did you surmount them?
Acceptance was a major issue, and it entailed getting the attention of people who ordinarily do not read the national dailies, and make them to trust one’s brand. I don’t do blackmail; neither do I malign or slander people. Our readers know that whatever we publish is true. We are not purveyors of fake news. Having to get along with veterans was also major challenge. One needs the input of those that had been there before one, especially when one is entering the industry as a greenhorn. A couple of veterans have been helpful and wonderful. They have helped to support the brand to get to where it is right now
As a public affairs commentator, what are your thoughts on the 2023 presidential elections?
The 2023 presidential elections have come and gone. But, there is no doubt that it was keenly contested; which is a good one for our democracy. It was not just about the two biggest parties (like it usually was). This time, there was a third force that disrupted the political space. That brought the much needed ‘rejig’ to the political space. It made our politicians realise that one cannot occupy public office, do nothing and think that one is untouchable.
In a democracy, the power is with the people, and they can always demand and cause a change. The last elections were a real eye opener, and they changed the narrative of politics in Nigeria. Right now, the voice of the people is more powerful than it used to be.
How do you think the spread of fake news can be curtailed?
To tackle the spread of fake news, there has to be more sensitisation. More importantly, media practitioners, including bloggers, journalists and broadcasters, need to be more responsible. We always need to verify whatever information we want to share.
Also, the onus lies on the average Nigerian to be responsibile. If we are more responsible and not in a hurry to spread falsehood, fake news will become a thing of the past.
How do you like to dress?
I love to appear classy. I believe I am a stylish person, and I like to look good. I like to walk into a space, and people would notice my appearance.
Meanwhile, I am proudly African. Ninety per cent of the time, I am dressed in native attire, such as kaftan or buba and sokoto, with a cap to match. I can hardly be seeing wearing native attire without a cap. One is addressed the way one is dressed. Fashion is a lifestyle for me.
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