Inspired by the need to encourage SMEs, sustain the creative industry, raise cultural ambassadors, award cultural icons as well as celebrate African values, he set up Sisi Oge: My Heritage, My Pride. The brain behind the initiative, Idris Aregbe, in this interview with Omolara Akintoye reveals why Sisi Oge was recently re-branded to Culturati, how the premiere beauty pageant has empowered over 50,000 models and 11 queens, among others, even as the brand holds its 12th edition presently. Excerpts
You are a man of many parts, where do you draw your inspiration from?
I have never believed in impossibilities. As such, my inspirations are drawn from my desire to create something of value out of nothing. My passion for hard work and little beginnings has always inspired me to take on challenging ventures. And even when I go wrong in my decisions, I learn new dimensions to approach situations and get better at it.
The need to give back to the society is also one of my fond inspirations. From my cradle days, I have always wanted to offer help in any capacity that I can; no matter how small it may seem. So, with these, I am constantly reminded that I have lot to do to make the world a better place than I met it.
Why did you establish Sisi Oge, and what impact has the initiative had on people?
Sisi Oge, now Culturati, was established to redefine and celebrate the rich cultural diversity of the African continent. There are so many potential embedded in the African soil and some of these potential are yet to be harnessed. Westernisation, on the other hand, is gradually eating up our values and heritage, especially amongst the youths.
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This is one major reason for the establishment of My Heritage, My Pride & Sisi Oge movement. Every year, we re-awaken the consciousness of our heritage in the heart of younger generation. Sisi Oge, has, overtime, empowered young starters who are doing well in different fields.
Has it achieved its purpose in the last 12 years?
Of course, it has, sincerely, without mincing words. Culturati, formerly known as Sisi Oge, has been nothing short of success. Through Culturati, we have changed the fortunes of many young models; put smiles on the faces of many and given hope to those whose dreams were once shredded by unforeseen circumstances.
Culturati has not only changed the lives of many, it has also put Lagos State on the global stage, because it has been consistent in celebrating Lagos’ invaluable culture and tradition.
The brand, Culturati, has been in the act of propagating, preserving the African culture and promoting peaceful cultural co-existence among other foreign nations. It is not just an event celebrating Africa’s diverse cultures, but a movement through which a variety of rewarding programmes have been promoted including “pageantry, fashion show/exhibition, arts, dance drama, music, cultural festivals, skill empowerment and awards.”
Through this initiative, we have also formed mutual collaborations with both local and international organisations that share our beliefs and appreciate what we do to sustain our heritage.
How has Sisi Oge preserved our local arts and culture?
Sisi Oge, now known as Culturati, has preserved our local arts and culture through empowerment programmes, skill acquisition and the celebration of cultural icons that have pushed the boundaries of our cultural heritage to the global stage. We have not only identified with young talents, we have also engaged cultural experts, as a measure to bridge the gap between the younger generation and the elderly ones. We have further given these young art enthusiasts rewarding platforms to ply their trade and showcase their works to the world through our sponsorship programmes, skill acquisition, art exhibition, etc.
For us, there is no better way to preserve our cultural heritage other than encouraging young ones to expand the scope of existing works through innovative programmes that will consciously create a nexus between the people and our local arts and cultural heritage.
What were the challenges when you started Sisi Oge and how were you able to overcome them?
Well, it is never easy to float a new brand due to financial snags and many other unperceived challenges. I think the biggest problems I faced at the early stage of Sisi Oge, now Culturati, was finance, sponsorship and how to convince people to believe in the dream, because of our approach and direction. But we thank God that Culturati has been able to carve a niche for itself with a vision that stretches beyond the scope of celebrating the African culture.
We overcame these challenges through consistency, commitment and passion, but that is not to say that we do not face challenges. However, we have stayed focused and learned to manage every situation by being positive and giving our very best.
So, challenges are inevitable in every endeavour but one must learn to always look beyond them and gaze at the bigger picture – which is winning.
Why did you decide to re-brand Sisi Oge to Culturati?
Sisi Oge was rebranded to Culturati in order to capture the diversities of the African culture with an urban appeal that will resonate with all ages. Sisi Oge limited the scope of our vision and mission. It was not an easy decision, but we just had to do it, in order to capture the entirety of our set goals.
Culturati is a fusion of cultural event, art and fashion exhibition and an award brand tailored towards recognising the tireless contributions of art achievers in different creative endeavours, nurturing cultural ambassadors, supporting SMEs and celebrating Africa’s long-standing traditional values through a variety of exciting programmes. The brand is committed to preserving and projecting the African cultural pieces and its timeless traditions.
What should people expect at Culturati Night event?
They should expect nothing short of excitement and rich display of African culture in its finest beauty. We are setting a standard and trend that will outlive us, so the grand finale of Culturati 2019 is going to be epic and memorable. The second phase of Culturati empowerment programme was scheduled to commence in July at the conclusion of this year’s cultural festival on June 30 at the Balmoral Convention Centre, Federal Palace Hotel, Victoria Island, Lagos.
What business angle can people explore from Culturati?
A lot of business opportunities have been built around the brand Culturati. We have already empowered 408 Nigerian youths in different areas of skill acquisition and sponsorship. Some major brands that believe in the values of our culture played huge roles in making the empowerment programme a reality.
The likes of Indomie Noodles, Bank of Industry (BOI), Motherland Beckons, La Campagne Tropicana, Polystar, Lush Hair, natnudO, Nike Art Gallery, Lagos Fries and Fashion Designers Association of Nigeria (FADAN), all played significant roles in the empowerment process. The second phase of our empowerment programme will commence immediately after Culturati Night.
Also, we have further created platforms for exhibitors to meet new and potential customers, create one-on-one interaction with clients, increase brand visibility and reach new target market.
Similarly, we have created a Culturati Fashion Hub in order to assist would-be fashion designers and stylists to actualise their dream.
How do you think government can assist the industry?
Well, the government has been supportive in some areas, but we believe that they can do more to expand the scope of cultural appreciation.
They can set aside certain grants to help fund the creative industry. They can also include cultural education into our academic curricula in order to familiarise the young ones with our cultural values, while preserving our rich legacies.
What else takes your time?
Creating business models to generate value takes occupies my time. For me, creating value is a continuous process that requires constant thinking and research. So, I never fail to discover new businesses.
How do you recreate?
I spend quality time with my family and enjoy some good old African tunes.
Any plan to contest in future?
Yes. I mean, certainly not now, but I would not reject the offer of serving the people, as I have always done that through the laudable initiatives that I have spearheaded.
You see, my passion for humanity has always been a driving force for me and if opportunity beckons me to serve, in any capacity, as I am currently, I would not hesitate to honour the clarion call to serve at the appropriate time.
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