Nigerian radio host and television personality
Toke Makinwa has explained why acknowledging her personal “brand” was
a crucial element in her journey to success. She gave the explanation while speaking on this week’s episode of African Voices, CNN.
Born in Lagos, Makinwa grew up with her
siblings after both of her parents died when she was eight years old.
She reflects on her father’s ambitions for her: “When my dad was
alive, he thought I was going to be a lawyer because I couldn’t
keep quiet. I was a bubbly, very chatty child. But I was never really
interested in law. I have a lot of respect for lawyers but I’m a
creative.”
After gaining some experience on a
local radio station and graduating from University, Makinwa explains
how she initially faced much rejection, but didn’t let this stop
her from her goal of working in the entertainment industry: “When I
started auditioning, the light and the fire in me was born and I knew
I wanted to do this for the rest of my life. I remember the amount of
auditions I’d go to and wouldn’t get a call back. But with every
‘no’, I used it to fuel my passion. ‘No’ doesn’t mean it’s
not going to happen, it just means it’s ‘not yet’. [Rejection]
fuelled me to keep auditioning and get comfortable in front of the
camera. Eventually there was one big ‘yes’ that opened the door
to so many other things.”
Makinwa credits her faith for helping
her to remain focused and positive and the start of her career: “I
feel like my [Christian] faith has helped me on this journey. I mean
I don’t know where I would be without my faith. There were times
where prayer was all I had, and knowing that this was what I wanted
to do. You know, it may not have been clear at the beginning but
somehow every single thing I’ve done has always been interrelated.
It’s always led to something.”
Today, Makinwa presents a late morning
radio show on Rhythm 93.7 and a television show on Ebony Live TV.
Having made a name for herself all over Africa, Makinwa is now a
social media influencer on top of her day jobs: “One thing I
realised in 2017 was the power of my brand. I started realising that
people would be influenced by certain things I’d wear and post. So
I have some collaborations with some designers and they would sell
out! It’s a very humbling process…”
Makinwa outlines her “brand”
identity and why she wants to inspire her fans: “I’d say my brand
is very aspirational. I appeal to a lot of young people out there…
I only have one mission statement: ‘you can’. Regardless of where
you started from, regardless of where you find yourself, as long as
you have a dream and have a passion for what you do, you can.”
Recently adding another string to her
bow, Makinwa became an author in 2016 after releasing her first book,
a memoir titled On Becoming. She explains to the programme why she
wanted to tell her story: “For many years, as women we’re being
told you have to be a certain type of way as a woman and so many
people are ashamed of things. You know once you face your fear and
shame that shame, there’s nothing else that you cannot take on. As
long as you know who you are and are focused on where you’re going,
you’ll always find your way.”
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