Kemi Ann-Melody Areola is the founder, of Women in Entertainment and Arts and Co-founder of Youths in Charity. In this interview with Yetunde Oladeinde, she takes you into her world talking about her work as a Public Relations practitioner, TV presenter, and author, working in the United Kingdom, and the Minister of Youths and Sports development.
Tell us about your experience as a TV presenter in the United Kingdom.
Although I did not have a background in journalism, working on TV was a thoroughly enjoyable experience for me. It provided an opportunity for me to express my true self and pursue a rewarding and exciting career path that required a combination of talent, hard work, and dedication to succeed. Through this experience, I was able to build a strong personal brand, leverage my loyal audience base, and maintain a strong presence on social media. Adapting quickly to unexpected changes or challenges during live broadcasts was a necessary skill I acquired, but I was able to get paid for something that came naturally to me and didn’t take much of my time. I had the pleasure of interviewing many interesting people, some of whom have become close friends and family to me until today.
What inspired you to write your book titled, 40 Going on 80?
As I approached my 41st birthday, I had the opportunity to speak with several individuals who were either my age or older. I noticed that many of them had not experienced even a quarter of the life experiences that I had. Despite this, some people looked at me and assumed that I was a privileged British-born individual who had never faced any hardships. However, this was far from the truth, and I wanted people to understand that I had to work hard to achieve happiness and success. Life has not always been easy for me, but I have developed daily principles that keep me moving forward.
Initially, I was apprehensive about sharing my experiences, but I felt compelled to do so in the form of a book. I wanted people to know that success is attainable for anyone, regardless of their background or circumstances. The book sold thousands of copies and received excellent reviews, and one individual even shared on Twitter how the book helped prevent her from committing suicide.
What are some of the achievements and challenges as a Public Relations Manager within the Public and private sectors?
During my time as Special Assistant on New Media to the Honourable Minister of Communications, I initiated a program known as “Social Media for Good Governance”. This program aimed to educate top-level government officials on the principles and importance of social media, as well as teach social media handlers the best practices for using social media in the government space. Social media usage in the government space differs from personal usage, and over a period of two years, we organized workshops in Abuja to educate officials. Though I believe there’s still a lot to be done in Nigeria’s online norms, it’s important to start somewhere.
Currently, I work as the Special Assistant for Youth, ICT, and Corporate Relations to the Honourable Minister of Youth and Sports Development, where I continue to engage with the private sector. As PR professionals, we utilize our relationships to get things done. We have successfully trained about 400 thousand young people in courses such as cybersecurity, e-commerce, robotics, and more by, leveraging private sector relationships.
In both public and private sectors, challenges persist due to the lack of understanding of the importance and skill set required for PR managers.
You are also inspiring other women. What is your assessment of the performance of women in the sector?
When I was studying Electronic and Telecommunications Engineering at London Metropolitan University, I observed that only 2% of the class were female students pursuing a Bachelor in Engineering. This was a concerning trend, and I conducted research to investigate why women were not understanding of the challenges and issues affecting youth and to develop effective solutions to address them. Evidence-based policies are crucial as they can effectively address the root causes of problems and achieve the desired impact. In order to achieve this, we needed to conduct comprehensive research to understand the audience, identify trends and issues, study the demographics, and segment the market.
Tell us about your experience working with the Hon. Minister of Youths and Sports Development.
I thoroughly enjoyed my experience working with the Honourable Minister of Youth and Sports. One reason for this is that I gained a better understanding of the extensive work involved in sports administration. Previously, I used to attend football matches without realizing the amount of effort put into the athletes’ lives, infrastructure, and planning.
Working with the youth has been an ever-so-fulfilling experience, my principal is one who encourages outside-the-box thinking, innovative ideas and has a listening ear. Representing the Honourable Minister at various national and international events has broadened my horizons in policy creation and implementation, public speaking, press and speech writing, and managing people. Since I am in my early 40s, I can relate to the youth while also comprehending the concerns and limitations of the administrators who are mostly in their 50s. I found myself bridging the gap between these two generations, enabling me to understand the youth’s needs and the administrators’ constraints.
What are some of the memorable moments working with communities?
The Minister made the decision to host a national youth conference, which required at least 10 young individuals from each state in addition to the Federal Capital Territory to attend. In the end, we welcomed about 800 young people from all corners of Nigeria who flew to Abuja to attend the event. I had the privilege of meeting with each one of them, and the experience of seeing a diverse mix of cultures and genders living together for three days was truly inspiring. Nigeria is well-known for its diverse culture, and each community has its unique traditions and celebrations. The conference provided an opportunity for participants to learn more about Nigerian culture from different regions of the country.
What are some of the lessons learned working in the UK as a Program Office manager and PR manager?
One of my most fulfilling roles was working as a Program Office Manager and PR Manager for a telecommunications company in the UK. This role allowed me to combine my background skills in electronic and telecommunications engineering with project management and public relations. Each day presented dynamic challenges, from hardware and software problems to user acceptability, and required me to hone my communication skills when engaging with stakeholders. I also had to be flexible and move between departments as the day progressed. This job inspired me to pursue an MBA as I realized that while I had the technical knowledge, I lacked the business development terminology.
You are the founder of Women in Entertainment and Arts. What is the focus and inspiration for the Organisation?
Women in Entertainment and Arts (WIEA) is a distinct platform that was established to recognize women for their noteworthy contributions to the entertainment and arts industry. WIEA organized international appreciation nights and events in various countries, with the first event having taken place in the UK in February 2009. The primary objectives of WIEA are to promote awareness and emphasize the significance of African women being strong and purposeful, not only in entertainment but also in community building. WIEA aimed to showcase the best talents in every segment of the entertainment and arts industry. Through WIEA, there were opportunities to showcase vibrant African women in Africa and in the Diaspora, to inspire and encourage them to play their part in the development of their communities.
You also Co-Founded Youth on Charity. What are some of the achievements and who are your targets?
Youth Charity was dedicated to raising awareness about issues in underdeveloped countries across the world, particularly in the UK and other developed nations. Our primary goal was to engage young people and provide them with opportunities to make a positive impact on the lives of others.
Our ultimate objective was not just to be a charity but a movement that inspired action. We aimed to transport young people metaphorically to the places that required help and work alongside them in the physical rebuilding of communities. Using media, we planned to create a project that connected people across the globe and enabled them to support those in need.
After moving to Nigeria, I modified Youth on Charity to better address the challenges facing young people in this country, and rebranded it as the Glocalisation and Branding Summit. While still targeting youth, the focus shifted to creating strong and sustainable business alliances in key sectors such as ICT, PR, fashion, cosmetics, automobile, art, law, finance, culture and tourism, retail, hotel and hospitality, education, mining, renewable energy, infrastructural development, real estate, health, and more.
To date, we have successfully held a number of summits in different Nigerian states.
What are some of the other things that occupy your time?
If I’m not conducting research or working on initiatives, I’m meeting with stakeholders, preparing press releases and speeches, attending events, managing our social media platforms, or addressing any IT issues that may arise unexpectedly. Due to the demanding nature of my work, I don’t have much time for other things, but I do make time for my non-profit organization, the Kemi Ann-Melody Areola Foundation (KAMAF), which was established in 2019. Our focus is on increasing access to education, advancing family welfare, and protecting the rights of the child. KAMAF has successfully carried out a number of projects in Nigeria, such as providing schools with necessary materials, paying school and exam fees for underprivileged students, and more.
Additionally, I own an underwear store in Abuja and occasionally assist Nigerians in finding the right fitting undergarments. My brand, Simply Vivacious, offers luxurious and high-quality undergarments and accessories for both men and women. I am also in the process of opening another clothing brand that focuses on outer garments.
I travel frequently to participate in international dialogues and work on new projects. My position as the SA on Youth ICT and Corporate Relations has allowed me to bring many exciting projects to life with the approval of the Honourable Minister. I also have a private group of 300 mentees whom I regularly interact with and share knowledge.
Finally, I’m working on completing my PhD, God willing.
What are some of the changes that you will like to see in the country today?
Nigeria has tremendous potential, but as a society, we tend to shift the blame for our individual setbacks instead of taking responsibility for them. It’s crucial to take ownership of our mistakes and shortcomings. During my experiences, I have faced individuals who tried to bully me due to their own inadequacies. If we keep tearing each other down, we cannot progress as a nation.
While it’s understandable that people are hurting, damaging property and hurting others won’t solve anything. I aspire for a Nigeria where each individual’s conscience holds them accountable for their actions. If that doesn’t work, we need a systematic deterrent that enforces fair processes.
To illustrate my point, I use the seat belt analogy. Once upon a time, Nigerians didn’t wear seat belts, but now most of us do. Why? It’s because of the fear of VIO, the seat belt reminder alarm, and safety. This analogy proves that a change in orientation is possible for most of us. We need the right deterrents, including fear of consequences, to encourage positive behaviour.
Did you have mentors at the beginning? What has been their impact?
Absolutely, I am fortunate to have mentors who act as a virtual board of directors for my life. When I am faced with tough decisions, I mentally consult each of them and can usually anticipate their responses based on my knowledge of their perspectives. Life’s challenges are like grains of salt – many have gone through them before us, and many will after us. Therefore, having someone who has gone through what we are experiencing can be invaluable.
My mentors provide guidance, encouragement, and advice. Without them, I doubt I would have made it this far. They help me see things beyond my current perspective and have assisted me in making important decisions, such as the choices I made regarding my two appointments within the government. They continue to guide me as I navigate my future career steps. With their diverse knowledge of investment, career, and personal development, I highly recommend having at least one mentor.
If you had to change something in the sector what would it be?
I intend to switch the study mode. With the evolving job landscape, it’s becoming increasingly clear that those who solely focus on theoretical knowledge without practical experience will be left behind. Merely carrying CVs around without practical skills won’t cut it anymore. It’s important to choose a specific skill set, enroll in a relevant short course, and gain as much practical experience as possible. In the absence of practical experience and solid work ethics, the rate of unemployment and underemployment will likely continue to rise.
What advice do you have for young people about the current challenges in the economy?
The economic challenges we face are not unique to Nigeria; they are a global issue. However, we should not accept these challenges just because they are global.
Here is my advice:
First, take responsibility for your future, as it depends on you. Second, identify your skills and interests. Third, research the market related to your niche. Fourth, take action. Keep in mind that you should look for a business that requires little to no start-up capital, and be prepared to persevere. Rome was not built in a day. Look for opportunities, seize them, and travel the world, but don’t abandon your country for good; “don’t japa!”
Who or what do you consider as the greatest influence in your life?
To be honest, I don’t believe that any single individual has had the most significant impact on me. Instead, I believe that I’ve been influenced by various small things in many people. I intentionally seek out admirable traits in different individuals and try to imitate or use them as a reference point. I understand that no person can be flawless, but I believe that we can each work towards becoming the best possible version of ourselves.
