0• Talent agent expresses fear of exploitation
• ‘Banks should help poor persons, small businesses’
IN just two weeks, she has soared above her painfully obscure
background. Her fortunes have changed. From a bread seller on the
streets of Lagos to a model. She is now set to mount the rostrum on
February 20 at Transcorp Hilton, Abuja. As a motivational speaker, she
will talk on the theme “ If we were the government .”
In local parlance, God has picked up and answered the call of Jumoke
Orisaguma. Fast-rising afro-pop artiste and Orente crooner, Adekunle
Gold, last December dropped a new song, titled Pick Up, which has become
an instant hit and upstaged Korede Bello’s I Don Get Alert, Godwin.
Pick Up, which is rendered in Yoruba, is a prayer asking for God’s
blessings. Modeled after a telephone call, the musician in the song
implores God to ‘pick up’ and answer his call.
Since Jumoke got her ‘pick up’, her life has never remained the same.
The mother of two is now the face of online shopping brand, Payporte
and Stanbic IBTC Bank. Jumoke is also the proud owner of a luxury
apartment in Lagos. These days, people no longer pray for daily bread,
they want to hit the streets to ‘sell’ the proverbial bread.
The latest model whose full first name, Olajumoke, is affectionately
shortened to Jumoke has now joined popular on-air personalities, Toke
Makinwa and former Big Brother Africa first runner-up, Tayo Faniran, as
fellow brand ambassadors of Payporte.
Stanbic IBTC was also quick when it used her image in one of its
adverts, which went viral on the Internet on Monday, cementing her place
as a model to be reckoned with in the country.
Basking in the glow of her new fame, Jumoke is also enjoying massive
media exposure locally and globally, the latest coming from
international news network, Cable News Network (CNN.)
Her story has become an inspiration to all categories of people with
little means of income, especially every tall, model-looking bread
seller out there, hanging on the statement that someday luck might smile
on them.
It’s a classic case of being in the right place at the right time. A
young street seller oblivious to the scene ahead, her wares perched atop
her head, photo-bombed a shoot and in that split second her life
changed forever.
Originally a hairstylist from Osun State, she was struggling to make
ends meet, and left her husband and two children in their home town to
become a street vendor in Lagos. Renowned photographer, TY Bello, was
behind the change in Jumoke’s fortunes.
TY Bello was photographing UK pop star, Tinie Tempah, when Jumoke walked into the shoot.
“She seemed a little confused,” said Bello. “Some people were asking her
to walk past really quickly, others were asking her to stay, and she
was just in limbo. I said ‘is it okay to take your photograph?’ And she
nodded ok.”
A teary-eyed Jumoke said she never expected her fortunes to turn
around like this. “I never expected that this could ever happen to me.
My friends have told me they saw me on TV and they are really happy. My
parents cannot believe their own child can become such a success. They
are all so happy,” she said.
However, Ayo Shonaiya, a TV producer, lawyer and music talent agent,
has expressed his fears for the former Agege bread seller. Sharing his
opinion on his Facebook page yesterday, he noted that at the risk of
sounding like a hater, he is genuinely nervous about the amazing story
of Jumoke.
“This type of story gladdens everyone’s heart and serves as
inspiration to millions of people, but I can’t help but look beyond the
fairytale and feel a sense of apprehension at the same time. In my line
of work, my job is to look where no one else is looking when it comes to
negotiating contracts, maximising earning potential for talent, and
pretty much protect such talent, and I pray to God there’s someone doing
that for this girl.
“When I saw that this Olajumoke girl couldn’t even speak or read
English, my first concern was she’s going to be bewildered by a lot of
things, especially in the fashion and modeling world in Nigeria. The
sudden fame and spotlight, even often times confuse ‘experienced’
talents. I really do hope and pray that, whatever happens to Olajumoke
from now on, she is well protected. The fashion and modeling industry
can be the worst place you wanna be when ‘they’ decide you’re no longer
happening or trending, or worse, not useful anymore,” he stated.
Also, popular fashion designer and CEO of Ouch! Clothing, Uche Nnaji,
has taken to Instagram to write an open letter to Nigerian banks as
they struggle to use Jumoke as the face of their brands, to forget about
the mad rush for her endorsement and rather help grow small businesses.
“I am still excited and happy that TY Bello allowed God use her to
turn around the captivity (circumstance) of Olajumoke, but I am shocked
at the sudden awareness by corporate bodies to jump on the bandwagon to
celebrate her with all sorts of ‘gifts’ from apartments to endorsements,
as if this act has or will take away all the other million Jumokes on
our streets searching and waiting for their own TY Bello.
“The shocker for me is seeing a Nigerian bank rushing to make
Olajumoke a brand ambassador when they would not move an inch to save a
dying Nigerian. This action has further shown that most banks seldom
grasp their role in growing the economy. Olajumoke is one individual,
but a business or an idea the Nigerian bank supports or celebrate can
become a new Facebook or Dangote, which would create jobs and feed
families,” she wrote.
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