Content creator and actress Amarachi Amusi, aka Ashmusy, tells KEHINDE AJOSE about her career and other topics
Have you were a content creator. What motivated you to become self-employed?
Productivity is deeply rooted in my family. I grew up in an environment where everyone was working for a cause or a trade. I learned a lot from the people around me.
I also understood that activity doesn’t always mean productivity. I always put in my work. I was determined to succeed, to be different, and to take my family from where we once lived in a one-bedroom apartment to where we are now: in comfort and prosperity; and we can travel, see the world, and afford whatever we want.
How did I do it? First, I continued my education. I’m sure many people don’t know this, but I have a degree in medical anatomy. I graduated with good grades, but I had a burning desire for business and entertainment.
So I took certification courses from institutions, took private lessons from trainers, learned from mentors, surrounded myself with the right people and took risks. There were times when I took night buses to auditions just to get cast in movie roles with little to no pay just so I could put my best foot forward and show the world my God-given talent. Actually, I started my journey as a sketch writer and social media influencer to fulfill my desire.
Today, by the grace of God, I am the President of Commonwealth Women’s Network Nigeria. I have been to over 30 countries and won over 45 awards. I also own a real estate company. In addition, I have played lead roles in movies with Nollywood stars like Ini Edo, IK Ogbonna, Jim Iyke, Lateef Adedimeji and Mercy Aigbe. I am steadily building a worthy reputation in Nollywood.
Managing multiple businesses can be a huge challenge. How have you managed to find a balance?
At one point, I hit a dead end asking myself this very question. For the finance access I was pursuing, I wondered how I could be in multiple places at once. Unlike my previous style of content creation, I am focused and detailed in my studies and deals, right down to dates, numbers, people, and awards. I also manage my deals by putting the right structures in place. Plus, I hire the best people to run the deals. In fact, I’m answering these interview questions right now from London, UK, right after a trip to Qatar with my family. I’m rarely at my workplace and everything runs smoothly while I’m on set or dealing with other brands. I hold mandatory meetings with my staff on Mondays to discuss strategy, updates, operations, and new implementations.
Being in the spotlight brings its own challenges. How do you deal with the pressure of fame and the expectations that come with it?
If people told people to their faces what was being said behind their ears, society would not be able to handle it. No one is really prepared for fame. I could be standing exhausted on a film set and at the same moment go online and find that I am trending for things I know nothing about. It used to bring tears to my eyes when I saw some deceitful and unscrupulous people defaming me. But now I have thick skin, hard bones and an elastic heart (smiles). I ignore what distracts me and focus on what is most important. Concentration remains my most valuable asset. No one runs around the village square chasing shadows when their soup is on fire.
What inspired you to create your cooking show?
My inspiration is simple and comes from my love of good food. Good food is medicine. Some people even joke that it can cure depression. That’s why they say that no matter what you’re going through, you should eat first.
Good food is fun, so when I travel, I always interact with cultures through menus. Food is a universal language that is occasionally expressed and celebrated through traditions and culture. My team and I decided to design the show in a way that would bring food and entertainment together while integrating my colleagues and fan base.
Celebrities often use publicity stunts to attract attention. Do you think strategic publicity stunts can increase a celebrity’s brand value?
The advent of social media and its adoption and growth have made this question even more relevant. Attention is currency. As an expert in my field, I consider advertising to be my business partner. The average attention span of people has reached a non-scalable decline. Audiences are tired of the same old, predictable content that lacks creativity.
When you understand this, you realize that “normal” or direct marketing is a long shot for entertainers and creatives. That’s why excitement and unpredictability ensure that everything we do becomes the subject of attention. Using unusual techniques to attract, hold and increase attention is simply a “publicity stunt.” Can strategic publicity stunts add value to a brand? Yes, they can. Thanks to my PR team and management. A PR stunt can only add value to a brand if it is done right. If done recklessly, it can damage the brand and miss the intended goal.
