THEWILL DOWNTOWN JUNE 05, 2022 EDITION by THEWILL NEWSPAPER

VOL 2 NO. 23 • JUNE 05 - JUNE 11, 2022

the INFLUENCER

? Starring Kaylah Oniwo & Noble Igwe

VOL 2 NO. 23 • JUNE 05 - JUNE 11, 2022

THEWILL DOWNTOWN • www.thewilldowntown.com

BOARD LISTED

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Photo: Kola Oshalusi @insignamedia Makeup: Zaron

EDITOR’S NOTE

his week we take a look at the coming of age of Influencers in Nigeria, and I can't help but think back to my early days as a young Editor. Believe it or not, per my CEO's advice (at the time), I made content for a few brands in video product reviews, but only for the magazine. He predicted that social media would transcend beyond just pictures and, in preparation for the transition, suggested that we make more content(video including) around fashion, beauty and lifestyle to position ourselves in a way that people would come to want those things and thus become Influencers. This, he said, would attract brand partnerships. He was right.

The influencer marketing space has since witnessed a boom, and nowadays, the type of content an influencer puts out there can potentially secure them “the bag.” This week, we spotlighted Influencers as our cover story and invited Noble Igwe, and Kaylah Oniwo to speak to DOWNTOWN about the possibility of Influencing as a career. Counterfeit luxury designer accessories have been in existence for ages. Our fashion pages list some tricks to help you spot them from a mile away for those who can't seem to tell a fake from the real deal. Oddbod opens up about struggling with an empty nest while taking us on a trip to a cafe that seems a good idea to visit for its scrumptious food. And Downtown Confidential discusses how many rounds humans can go in a lovemaking session. I know we have a lot of apartment buildings to rent for the weekend in Nigeria, but do we actually offer the Airbnb model? The system where you live with someone or a family for a couple of days while on a trip? I don't know about you, but I'm certainly not ready for that in Nigeria. All sorts have run through my mind just thinking about it. You can guess where my head is, considering we are Africans. Our movie review page has got me all excited about Top Gun: Maverick, and from what I have read, I will be heading to the cinema as soon as this week's issue is published. Until next week, enjoy your read.

Onah Nwachukwu @onahluciaa +2348033239132

AUSTYN OGANNAH

PUBLISHER/EDITOR-IN-CHIEF Editor: Onah Nwachukwu @onahluciaa Editor-at-Large: Chalya Shagaya Writers: Kehindé Fagbule, Tilewa Kazeem Interns: Sophia Edisi, Abdul Auwal Graphics/Layout: Olaniyan John ‘Blake’ Digital Media: Oladimeji Balogun Guest Art Director: Sunny Hughes ‘ SunZA’ www.thewilldowntown.com thewilldowntown thewilldowntown

VOL 2 NO. 23 • JUNE 05 - JUNE 11, 2022

CONTENTS 16

COVER THE INFLUENCER: CAREER OR HOBBY? STARRING KAYLAH ONIWO & NOBLE IGWE

REVIEW TOP GUN: MAVERICK

04-05

FASHION HOW TO SPOT AUTHENTIC DESIGNER ITEMS FROM FAKES

ODDBOD & THE CITY REVERTING TO TYPE

THE SCENE DOWNTOWN WHEN CREATIVES MET MEN OF GOD

DOWNTOWN CONFIDENTIAL ROUND…

12-13 BEAUTY LET’S TALK ABOUT HAIR TOOLZ

Odun Ogunbiyi @oddbodandthecity

- Contributing Editor Odunayo Ogunbiyi is an ex pharmacist with a passion for food and pampering. Writing about her exploits wherever in the world she may find herself is just her way of staying sane in this zany world.

Boluwatife Adesina @bolugramm - Contributing Writer Boluwatife Adesina is a media writer and the helmer of the Downtown Review page. He’s probably in a cinema near you. David Nwachukwu @ebube.nw - Contributing Writer David Nwachukwu has always been immersed in fashion from the age of 10, watching a Dior by Galliano show on television. His work in fashion stretches across media, marketing, brand communications as well as design.As a fashion & lifestyle journalist, David has tracked key industry data for various publications including Industrie Africa, Culture Custodian, Haute Fashion Africa, and HELLO! Nigeria. A Geography graduate from The University of Lagos, David consciously aligns this background in environmental advocacy and sustainable development with the need to promote a more ethical fashion ecosystem. He currently oversees strategic communications at Clean Technology Hub.

TRAVEL BED AND BREAKFAST IN NIGERIA? YES, PLEASE

WHAT YOU SAID INSTAGRAM @junewisse

Thank you Thank you @kidmodelkhaira

@junewisse

@charismacynthia

Uzo Orimalade @uzosfoodlabs

- Contributing Writer Uzo Orimalade has a background in Law and Business and spent over a decade working in Corporate America and Nigeria in the management consulting and investment banking sectors. She switched careers to pursue her passion for baking, cooking and home entertaining. She is content creator and host of shows in various media platforms. She has been recognised by local and international media outlets including a feature on CNN’s African Voices.

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FASHION

How to Spot

Authentic

Designer Items From Fakes

BY ABDUL AUWAL

ounterfeit fashion products are items that appear to be from high-end fashion brands but are actually low-cost, lowquality knock-offs. Some individuals don't mind carrying or wearing a fake accessory or outfit, but it's not acceptable when someone selling an almost perfectly crafted fake dupes you. You finally have an expensive item and want to show it off to your friends, but they spot it as fake from a mile away. Sometimes, the costs

are comparable to those of the original item, or when you find a ‘good deal’, and you get it at a low price. But how can we separate the jewels from the ordinary stones, and how simple is it to recognize a fake item when purchasing a luxury item?

Model Numbers Box Fake Bag CHANEL

Bags The interior of most designer bags will feature a brand name and a serial number. The interior tags are handstitched equidistantly and are usually imprinted onto the leather. Look for brand badges, authenticity labels, and serial numbers on the bag.

Lisa Folawiyo Carries Original Louis Vuitton Bag

Shoes SKU numbers are assigned to all genuine footwear. The number may be found on the inner labels of the shoes, and it must correspond to the one on the package. If these numbers do not match, it is a counterfeit. When it comes to leather shoes, the quality of the leather counts, and you should always look for trademarks that say "100% leather."

Model Numbers Orignal Black Bag CHANEL

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FASHION

GUCCI belt Serial Number

Original Submariner ROLEX

Belts Yes, there are serial numbers on belts. Most belts have a unique serial number, especially the last set of characters; the serial number is just an additional measure to identify the belt's legitimacy. The quality of the leather must also be evaluated.

Deremi Ajidahun Wearing an Original Jacob & Co Watch

Watches The key is in the details. Visit the official websites of their individual brands, or visit their official store in your region, to see what the original timepieces look like. Genuine watches are precisely developed and handcrafted. They go through a series of quality tests to ensure that there are no errors. You're looking at a fake if you see irregularities and mistakes such as a little smeared lettering, bad engraving, misspelt words, or peeling paint.

Black Belt GUCCI

Fake Submariner ROLEX

Sunglasses RAY-BAN

Packaging Box CHANEL

Serial Number on RAY-BAN

Sunglasses Some authentic sunglasses come in plastic frames and are lightweight; however, counterfeit sunglasses are usually mixed with stainless steel, making it heavier. When worn, genuine frames manufactured of high-quality materials should feel balanced and comfortable. Charles Okpaleke

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VOL 2 NO. 23 • JUNE 05 - JUNE 11, 2022

ODUN OGUNBIYI

Reverting

Type

have been struggling with a particularly raging case of ennui. I am basically always to be found on my couch, avoiding calls, eating junk food, and binge-watching Modern Family. In the back of my mind, I kept thinking, “This will be my last day of moping. Tomorrow I will get up, get out and do something interesting.” You know you are special when you deferred the proper symptoms of empty nest syndrome for eight months and only now decided to proper wallow in the textbook fashion. Okay, fine, it has not been officially classified as a mental health disorder in any medical textbook or journal. Still, anybody who tries to tell me this doesn’t exist is a joker.

THEWILL DOWNTOWN • www.thewilldowntown.com

ODDBOD & THE CITY In the Meantime, Chai Latte In this bid to stimulate my mind and change things up, I found myself bundled in my friend Tolu’s car and headed to The Palms. We decided it would do us both some good to take our laptops out and work remotely, and Tolu wanted to try out a café that had opened a few months ago. Pause Café and Expresso Bar is in the outside strip mall area at The Palms. It has indoor and outdoor seating options. The vibe is young, sunny and fun. I really love what they did with the mint green, gold and yellow colour pallet. The clientele that day really suited the mood, a young laptop-toting, vivacious, colourful crowd that made for satisfying people-watching. This was just what the doctor ordered as far as I was concerned. The menu has a friendly, bistro vibe with a comprehensive breakfast menu, sandwiches (someone spelt it with an H on the menu… is this a thing?), salad, melties and munchies items like nachos which I really must try next time I am there. There is a fully stocked bar on the right when you come in, and at the back, you have ready-made sandwiches, cookies etc., to take away. Down the centre aisle are all sorts of candy, pastries, and knick-knacks to take away. As usual, I decided to ignore my lactose intolerance and ordered the chai latte to start. It was so good I had two, followed by waffles and maple syrup basically because the lady next to me was inhaling hers in a manner that could not be ignored.

I have all the classic symptoms:

My only complaint is that it did not get to me piping hot, which meant that my butter didn’t melt and that basically took away from my full enjoyment of the matter. My lunch partner had the chicken melt with the mocha, which she loved, but her star of the show was the true dark horse—their lemonade. It tasted like the store looked—minty green with a ginger hit, unique, ice-cold and absolutely delicious.

We shall be back.

2. 3.

4. 5.

Emotional distress (yes, I am going there) – what’s a girl to do with all this newfound space and freedom? Loss of purpose – you do not want to know about the horrible chest pain that occurs whenever I pass the gates of our old school. Fear of lack of control – I watch way too much Law & Order to be entirely comfortable with the fact that she is out there in the world, making decisions and interacting with “people”. Worry and anxiety. Which leads nicely into the last symptom… depression!!!

The good news is she is genuinely leading her best life, so if I know what is good for me, I will get on with doing the same. Still, looking to change up my extroverted introvert ways.

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DOWNTOWN CONFIDENTIAL

ROUND…? BY TILEWA KAZEEM

Another thing you can try out if you’re uncomfortable with mildly suffocating your penis is a kegel exercise. Kegel is a simple pelvic floor excercise that is done by contracting the muscles that assist you in stopping urine flow. Hold them for five seconds, then release and repeat ten times. Do three sets of these every day for a few weeks, and you should see an improvement in orgasm control. Whichever choice you end up going with, it is worth noting that not all men can go more than a round without breaking a sweat. Things like health, age and several other things could be in play. I guess it is safe to say it is different strokes for different folks.

ongevity, endurance, and stamina have been forms of sexual accreditation since the beginning of humanity, and have infiltrated everything. If you can't keep it going for more than a minute, you're labelled a one-minute man. For this and other reasons, the world looked to medicine for a solution. Businesses make a fortune each year from selling viagra and other sexual enhancers. But, to remain on track, I'll stick to what ignited this piece. I read about two polytechnic students who drugged themselves and had sex until the girl fell into a coma and her male lover reached the finish line, pun intended. The pair allegedly had eleven rounds of coitus before kicking the bucket. And although the internet had a field day joking about their sexual tragedy, it got me thinking; how many rounds should sex go on for? We know from the two deceased lovers that eleven rounds is the supposed limit, but one could argue that their death was as a result of the doses of tramadol they both ingested before oinking themselves to death. So without drugs or any sexual enhancers, just how many rounds can an average human go without getting drained? Just like in a boxing match, the fighters can only go as far as their fists and legs can carry them, and the same goes for sex. You see, when two sweaty, blooded fighters are slugging it out in a ring, each fighter has to make sure neither of them gets KO’d before a round of two minutes ends. That way, they progress to the next round. So things like grit, endurance and stamina among other things are very important. Paraventure a fighter gets knocked down within a round, they have to shake off the knock before the 10th count. In sex, this is called a refractory period.

can be exceedingly brief and over in a matter of minutes, although that is often a young man's game. According to studies, the refractory period for older males might be substantially longer, extending up to 24 hours. How then can you try to make it past the first round? Well, there are quite a few methods one of which is pumping the breaks on masturbation. Not ejaculating for a copule of days or weeks-depending on how long you can abstain- will heighten the sensitivity of the penis and do marvels for your sexual urges.

By research standards, a round of sex should last for 15 minutes give or take–if you account for foreplay. The refractory period is the duration taken to catch your breath after climaxing. Following an orgasm, most men will endure a period of inability to ejaculate, and some will even lose their erection. For some guys, the refractory phase

Penis rings have been said to boost stronger and more powerful orgasms. It can cause ejaculation to be delayed, resulting in a more intense orgasm for him while also providing his partner more time to attain climax. But before you grab this tip and run around prodding people with it, ensure that you are purchasing the correct material. These things are available in a variety of materials, including stretchable silicone, metal, and glass. Only skilled users should utilize solid materials such as metal, while beginners should start with elastic cock rings. They can be worn around the base of the penis, or it can be worn around the penis and testicles for an even more powerful feeling.

I wouldn’t necessarily call myself Muhammad Ali in the bedroom, but then again, I know my way around the four corners of the turnbuckle or in this case, a room. On many occasions, “banging one out” has been deemed the immediate antidote to a broken heart. But what happens when you’ve banged several ones out and there’s nothing cumming?

ORIGINAL IMAGE FROM iSTOCK.COM

Breakups cause a physiological response, in which numerous confused, swooning sensations ricochet about, rendering an individual emotionally immobilized; you are internalizing anger, heartache, anxiety and sometimes depression, all trying to keep up appearances and life basically. I couldn’t do that, I needed to stop feeling like sh–t and quickly. Greta had made moves toward me since we crossed paths. We had established a spark worth exploring, but I was in a serious relationship, so anything sexual was very much off the table. But as I was on my way to hers, I was unhindered, unshackled and newly single. Of course, I was hurt, but I wasn’t ready to dwell on that. I just wanted to pound it out, and that was exactly what I did. Greta had desired me deep in her loins since we met, but now she had me all to herself. I drank from her enormously large breasts like a newborn. What was even more absurd was the size of her derriere. With each stroke, it bounced, jiggled, and encompassed my phallus. Every pound was greeted with a meaty, soft hug. Her moist insides tightened their grasp on the trunk of my penis. Her cherry was too tasty for just one bite, so after orgasming, I was ready for another mouthful and another, and another. We persisted, and with each orgasm came less sperm. And eventually, with every ounce of energy depleted, I climaxed with no sperm. My sperm reserve had run dry, and so had whatever reserve she had. We had petered each other out, and eventually, we passed out cocooned in each other's arms.

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VOL 2 NO. 23 • JUNE 05 - JUNE 11, 2022

COVER

Influencer

The

Career or Hobby?

Starring Kaylah Oniwo & Noble Igwe BY THE DOWNTOWN TEAM

ook around; influencer marketing is a big deal now. Throughout history, influential people have driven pop culture and impacted individual perceptions and behaviours across several sections of life, from politics and religion to business and personal choices. With the advent of technology, influence is now democratised, thanks to social and digital media allowing anyone—not just authority figures—to exercise it. Today, influencers are social media celebrities serving both local and big foreign clientele bases; some are even considered experts in their field. According to Wikipedia, influencer marketing is a form of social media marketing involving endorsements and product placement from influencers— people and organisations who have a purported expert level of knowledge or social influence in their field. Influencers are people with the power to affect the buying habits or quantifiable actions of others by uploading some form of original—often sponsored—content to social media platforms like Instagram, Twitter, YouTube, Snapchat, Tiktok or other online channels. True influencers can raise awareness in niche audiences, amplify messages and lead their followers to the desired action, whether they buy, vote or simply change their minds. As more people litter various social media platforms daily and exponentially, brands—especially top foreign fashion and beauty brands—have adopted this subset of digital marketing as a critical strategy to penetrate a teeming online Nigerian population. The importance of reaching a target audience that is peculiar to a niche has become clear to brands. And so, influencer marketing has filled a void that was begging to be filled. Modern marketing now often turns influencers into a crucial part or centrepiece of their campaigns to break the noise and attract consumer and media attention. However, in Nigeria, influencers weren't always recognised as a force to reckon with in the digital marketing industry or the entertainment scene. As a matter of fact, brands would rather explore mainstream film, music and sports celebrity endorsements as a means to broader reach and consumers’ trust—this was the original form of influencer marketing. Just like power dynamic in terms of social status and class exists outside of social media, a similar arrangement mirrors it online, and it comes with many perks. This comes years after questions were asked—often mockingly—of social media

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influencers. ‘What have you done that has given you the power to influence people's decisions?’ ‘Who are you influencing?’ ‘You are an influencer because you can't find a real job.’ However, we have seen its evolution in recent times from just what young people do on their phones to contract-signings that set people up for life financially. And with the high unemployment rate, the number of social media influencers is bound to experience an upward curve.

Generational Differences And A Clout-Chase Epidemic

upon a time, models and celebrities within the entertainment industry had immense appeal to the fashion industry. They were the primary source of fashion inspiration for end-users and the best way for designers to introduce new styles. Nowadays, an increasing number of social media influencers have forged a path as innovative creators who set trends that are visually appealing to the public, trying new looks and sparking off new trends. Fashion brands have taken notice of this development and have leapt at the possibility of collaborating with these influencers to successfully increase their reach. One man has been around for over a decade as far as influencer marketing and influencing goes in the Nigerian fashion and lifestyle industry. Noble Igwe(@noble_igwe), who started as a blogger, known for launching the entertainment website 360 Nobs, and then Style Vitae, a fashion blog, has been a mainstay in the fashion scene since the mid-2000s. When asked when he realised that he was becoming influential online, he said, “I realised that I am an influencer the moment people started taking my pictures to their tailors to make something that I wore. I also had moments when people posted pictures and tagged me as the inspiration.” Most influencers don't set out to become an influencer. For a lot of them, the role chooses them after they have garnered a lot of attention doing whatever creative endeavour they became popular for—it is a similar situation with Igwe. When asked to narrate his journey to becoming an online influencer, he responded, “I don’t call myself an influencer. I’m just the dude with an influence over a certain group of people with a love for fashion, lifestyle and family.” Due to the nature of their job, which is often very flexible and doesn't take an extremely formal route, people have grown to look at influencers as doing a relatively easy job. Noble Igwe shared his thoughts on this, “it could be easy, but

Being an Influencer has been met with polarising reviews. Whilst Generation Z and some millennials consider it a sustainable job to build a lifetime career, the older, more traditional generation primarily views it as a waste of time. The concept of making picture and video content for a fanbase for a living doesn't exactly resonate with them. For young people, however, the prospect of living an often glamorous lifestyle ‘on the gram’, and making moves similar to that of regular music and film stars without having to face the hassles and sometimes frustrating demands of the corporate world is something to fantasise about. But the journey to the top of the food chain is not an easy climb. If you have been on social media ever, you will see a trend of young people doing all sorts of weird things in a bid to go viral, hoping for a quicker route to increase followership—this has become an epidemic. But one can see why they want to become an influencer so badly. Recently, top international brands have chosen the influencer marketing route as their online strategy to penetrate the Nigerian market—and it is happening in every industry. We take a quick dive into just how effective influencer marketing has been in the fashion, beauty, music and film industries.

Influencers And Fashion Trends The fashion industry in Nigeria has been standardised and integrated into our daily lives. We drink in excess amounts of creativity to develop a culture, almost as much as we do water. The industry sees its purpose in the development, manufacture and marketing of style based on wants rather than as a means of meeting customer needs. Once

Noble Igwe

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COVER if you want to create a lasting impression, you need to look at your content as an art, and no art is easy.” The relationship between brands and influencers is very dependent on social engagements. The biggest influencers are usually measured by how many people they can reach, so the more often an influencer creates viral content, the more brands want to associate with them. But are there steps to follow to go viral, or is it sheer luck? Igwe says, “there are no standard steps, you just have to keep creating great content, and the good ones will take off and fly.” So many things are in an influencer's control—what content they post, who they choose to work with, and at what interval they schedule their posts. However, one thing they can't influence is how well those contents are received by their audience and the internet at large. In typical ‘you win some, you lose some’ instances, sometimes influencers fall short of the expectations of brands they partner with. Igwe explains how he handles such situations when they arise. He said, “I must have had, but I also find a way to make sure that I look for a way to make it up beyond what we agreed on.”

which she serves as the creator and creative director—reflects her sense of style. Social media has now grabbed the centre stage from bloggers, ushering in a new era of influencer marketing. Influencers now use social networks like Facebook, Instagram, YouTube, Pinterest, and TikTok as their stomping grounds. In a way that TV advertisements and other traditional media cannot, the fashion influencer marketing area links consumers with the runway and cultural fashion. Influencers are simple to follow and connect with, and their content is easily shared; therefore, their popularity has skyrocketed. As a result, brands can create vibrant communities around their products by collaborating with fashion influencers and creating a strong social media presence for themselves. Another fashion influencer, Ozinna Anumudu (@ozzina), is a branding guru for durable and reputable Nigerian fashion products. Her following base is large across the country. Thanks to social media, consumers are adopting and abandoning fashion trends faster than ever before, and manufacturers must keep up with the trends to satisfy their buyers. What better approach for them to accomplish this than to utilise fashion influencers? It simply goes to show how essential fashion influencers are to the industry. They would emerge wearing the cloak of creative aesthetics, nourishing the eyes of followers whose decisions they influence.

Beauty Influencers Glowing In Endorsements Beauty influencers are social media users passionate about the beauty industry and engage their followers while endorsing specific makeup and beauty brands through digital content or other means. Cosmetics brands are no strangers when it comes to collaborating with influencers. Nigeria's beauty industry is making many improvements as brands produce better quality products on the back of significant reviews from popular influencers. To become a successful beauty influencer requires being relatable to your audience, having in-depth knowledge of the industry, being confident and providing helpful content for your fan base. Beauty influencers are professional

Noble Igwe

Bloggers were the beginning. They challenged the status quo in fashion marketing by their ability to quickly deliver both unique looks and interesting criticism of designs. Up-and-coming fashion designers began working directly with them. This decision reduced their dependence on traditional fashion magazines and runway events. The appeal for this was straightforward. Brands were able to target specific niche markets on a budget while humanising themselves and providing bloggers with new and intriguing subjects to discuss. Eventually, renowned luxury firms began to look into the influencer marketing sector after their success with smaller designers. A prime example of these blogger success stories is Fisayo Longe (@fisayolonge), owner of ‘Mirror Me,’ a fashion, travel, and personal development blog. Her website was named the Best Travel and Lifestyle Blog of 2016 by InStyle U.K. Her ready-to-wear collection, Kai Collective and Accidental Butterfly—

Kaylah Oniwo

makeup artists or beauty enthusiasts obsessed with makeup and skincare. Media personality, Kaylah Oniwo (@kaylahoniwo) was created with beauty, fashion and lifestyle influencing in her DNA. She first ventured into the media industry, landing her big break when she joined Cool FM in 2020, and has since morphed into one of the strongest voices in the beauty industry. Like Noble Igwe, Oniwoh didn't set out to become an influencer. She shares her journey to becoming one. “I don’t recall the exact year I realised I was becoming influential online, but I definitely noticed people requesting to know where my clothes, skincare, makeup products, what I eat, etc, were from. People will also recommend me to others by saying if ‘Oniwo talks about it, it will create awareness.’ They would also reach out requesting to send me products or services in return for a mention.” Of course, being on the radio plays a huge part in giving her a voice. Oniwo speaks about how she had already built a foundation for her brand as an influencer—having hosted her own radio show, Catwalk With Kaylah, where she talked mainly about fashion—even before social media. She said, “being on radio back in the day automatically meant influence. People wanted to hear your opinion and know more about you, but social media wasn’t this big, so many people knew the voice and less of the face. I joined Instagram in 2012, there wasn’t anything like the term ‘influencer.’ We just posted nice pictures, liked other people's pictures and kept it moving. Social media was for bants and disseminating information. As a radio host, it was also a platform for people to put a face to the name/ personality. Everything happened organically. As my personality grew online, brands started reaching out to work with me, and the rest is history.”

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COVER

Kaylah Oniwo

‘How difficult could being a beauty influencer possibly be?’ One might ask. On the surface, it does seem like all they do is look nice and take pictures. This notion has often created a negative perception of beauty influencers. Oniwo speaks passionately about some of the challenges of the job, “nothing is really easy to be fair. Just as with every other career, challenges come with it. There are a lot of things that aren’t easy in the content creators' world. There’s burnout, being underpaid or undervalued, being referred to as ‘an influencer’ in a derogatory term, clients’ comments like ‘is it not just to take a picture and post,’ people or brands plagiarising your work, clients insisting on the narrative, the list is endless. I have been doing this for a long time, and I know how to handle most of these situations. I own my space confidently and proudly while creating as much as I can in the most authentic way possible.” She also shared her opinion on content virality. When asked if there are steps influencers take to mastermind viral content, she said, “yes! Going viral can either be premeditated or organic. Brands and individuals use the former when trying to send out a message, build a following or create engagement. The latter create regular content that goes viral beyond their imagination. The likes of Majimbo and Khaby Lame are examples of people who went viral organically. Whatever steps anyone intends to take, it really boils down to acceptance. Sometimes you don’t really know what can get millions of people talking.” If influencers have one job, it is to get people talking. When brands partner with them, that is usually the result they are looking for, but sometimes influencers fall short. Oniwo talks about her experiences working with brands. When asked if she ever had a campaign that didn't exactly meet expectations, she responded, “yes but rarely. I have had successful encounters with most brands. The post didn’t do well because the brand tried to speak in their voice instead of mine, and when we saw the results, we re-created and executed the project, which turned out successfully.” Kaylah Oniwo, who had started garnering influence over a decade ago in the ‘she is just an influencer’ era, thinks the industry has a bright future as a career path. “Indeed, it is a career path for generations to come. It will evolve beyond creating content,” she says emphatically.

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Beauty Influencing is quite powerful. Some brands partner with influencers to make entirely new makeup lines simply because said influencers have become a go-to for product and services review— which often involves live demonstrations of the products in the form of promotional videos—for their large following. It is also safe to say that many people have testified to buying some beauty products simply because they were recommended by their favourite beauty influencers. For brands releasing, promoting or trying to revive an old product, working with an influencer has become the norm in recent times. Launching collections with influencers get them a new audience within the same demographic they are targeting. Some makeup artists also get placed on a digital pedestal as key influencers in the Beauty Industry. One of them is Anita Adetola (@anita.adetoye), who is also a content creator. Anita has built a large fan base over the years, working with A-list celebrities, and has experimented waith all kinds of products ranging from makeup to skincare and hair products. She often shares tutorials and ideas on her social media platforms, and her work is widely recognised. Sometimes, players within the creative industry double as beauty influencers. Media personalities such as Enioluwa Adeoluwa and Daala Oruwari, known skincare and beauty enthusiasts, also secure top influencer marketing deals. Although some are part-time influencers bagging endorsements as side gigs, others are dedicated to the course full time. Either way, the job requires influencers to pay attention to detail, arm themselves with information about the products and services they are endorsing,

and be consistent in posting helpful beauty content.

Tiktok Influencers Shaking Up Music Charts Music is boldly embroidered into the fabric of lifestyle, and this is no different in Nigeria’s case. If the Nigerian entertainment industry was, let’s say, an unmeasurable acre of land, the music and lifestyle ecosystem would make up for the trees, animals and a huge, ever-flowing body of water furnishing this land. You can argue that it’s not true and that this theory has no legs to stand on, but you are sorely mistaken. If you were to pick your preferred device and google “Nigerian Influencers” three out of the five names mentioned are musicians. And although their primary role under the societal umbrella is different, their notoriety adds an extra feather of influence to their hats. That way, they leverage it when brands approach them with the proposition of becoming ambassadors. In recent years, the emergence of monetising social media influence created an official identity for this niche while also opening an unconventional portal into music and the country’s lifestyle. Now, with society hurling at the speed of light toward new technological developments, ever-changing algorithms and out-of-the-box marketing strategies that hinge on social media, the need for this profession actively participating is a huge determinant. Before it, influencing was pivoted on what people read but with an ever-growing disinterest in reading and the littering of fake news, the attention has shifted and adapted to a visual derivative. TikTok, Instagram, and Youtube modelling their algorithms to suit people's lack of interest presented a new opportunity for music and its marketing. It’s a win for these otherwise normal individuals in this field because, unlike artists, they leverage their massive following on these platforms, as social media influencers, to propel streams and airplay. Their creative improv videos using these tracks also actively influence their positions on local and global charts. A case in point would be Melvitto and Wande Coal’s recent hit song, Gentility. Released as far back as 2019, the track re-entered Apple Melvitto's Gentility

Anita Adetola

Enioluwa Adeoluwa

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THEWILL DOWNTOWN • www.thewilldowntown.com

COVER

have also been infiltrated through the portal this new age job has created. A dollop of these Instagram influencers who started off making viral skits or video content has built a steady fanbase and has branched out of the quadrants of influencing to take on bigger jobs and roles. These select creatives whittled their own way into becoming significant players in the Nigerian lifestyle space. Stand-up comedy, for example, which was of immense cultural significance in the past, can no longer boast of the same relevance in today's world—as it once did—due to the rise and success of viral comedy. It is easily accessible, shorter, offers a broader audience, and you have the choice to view or not to. Not to mention the more opportunities it creates for those who really know their onions.

Poco Lee

Music’s Nigeria Top 100 chart and quickly rose to the pinnacle of the summit, thanks to a viral dance that ensued on TikTok a few months ago. Although it is hard to tell if the orchestration of the trend was deliberate or completely organic, employing the services of several influencers is a marketing technique adopted by music managements. Instances like these are among the many benefits of influencer marketing in the current web 2.0 era. For fans of street hops, one particular influencer, Iweh Pascal “Poco Lee” Odinaka (@poco_lee), has carried the mantle of transporting sounds from the grassroots (read: trenches) right up to the top of national charts. Poco Lee who had originally penetrated the mainstream music industry through his dancing skills—earning acclaim as one of the most famous street dancers in the country—has over the years been responsible for bringing underground artists through the ranks and helping them get their first hit songs. Some of these artists to have achieved national stardom through his influencing powers include recurring street anthem singer, Bella Shmurda, ZaZoo Zehh singer, Portable, and sensational Ghanaian rapper, Black Sherif, to name a few.

Nollywood’s Relationship With Comic Influencers Like music, aspects of the lifestyle ecosystem

Mr Macaroni

get the recognition that has now thrust him back into Nollywood as one of the most popular actors in the industry. He currently stars veteran actors in his short films. His influence has also seen him become one of the loudest activist voices in the country, thanks to his heroics during the #EndSARS protests. The impact of influencer marketing in Nollywood can also be felt through the Africa Movies Viewers’ Choice Awards’ introduction of the ‘Online Social Content Creator’ category, won by comic, Chukwuemeka Emmanuel “Oga Sabinus” Ejekwu (@mrfunny1_) at this year's edition. Broda Shaggi was also awarded The Best Actor In Comedy that night.

In Finality

Broda Shaggi

The likes of Nosa “Lasisi Elenu” Afolabi (@ lasisielenu), Samuel Animashaun “Broda Shaggi” Perry (@brodashaggi), and so on are examples of social media content creators who leveraged their influencer popularity to become consistent faces in the film industry. Nollywood has also been an eager recipient of this influencer culture. Since influencer marketing became mainstream, the movie industry has welcomed with open arms several viral comedians, the most popular being Dayo “Mr Macaroni” Adedayo (@mrmacaroni1). Although Mr Macaroni started his career in the creative industry as an actor, it wasn't until he switched paths to creating social media skits as an influencer that he began to

Lasisi Elenu Oga Sabinus

A few higher institutions worldwide, such as the Bircham International University in Spain, the University of California San Diego in the United States of America, eCampus University (online) in Italy, and so on, are already offering Bachelor's degrees in Influencer Marketing. They are taking steps to educate regular students and challenge society's perception of influencers. Asking Nigerian tertiary institutions and the education board to include Influencer Marketing in curriculums or as an entire course of study may prove more difficult than getting them back from the ongoing strike. However, the popular miseducation of influencer marketing is not only unhealthy as it dismisses the young people's dreams of building a whole career around it. It also deprives brands of the prospects of working with influencers with actual education in that section of digital marketing. Another significant change that is bound to happen with society's full acceptance of influencer marketing is a new generation of social media users taking a more measured path to digital stardom. This will take prominence instead of the consistent chase of often fleeting online relevance popularly referred to as clout. As the popular saying goes, ‘if you love what you do and do what you love, you will never work a day in your life.’ Although it is clear how enviable influencer marketing is, most people still see it as a hobby. And so the billion Naira question is: When does it start getting mainstream recognition as a sustainable career path? Going back to the words of Noble Igwe, when asked if he thinks influencer marketing could be a career path or it will remain a hobby that can generate revenue, he said, “it could be, but also know the right time to scale. People will always come from behind and do it better. You just need to make your influence grow into a business.” Will society finally come around to acknowledging Social Media Influencer as a career, or will we continue to see it as a hobby?

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VOL 2 NO. 23 • JUNE 05 - JUNE 11, 2022

THEWILL DOWNTOWN • www.thewilldowntown.com

BEAUTY

LET’S TALK ABOUT HAIR TOOLZ BY SOPHIA EDISI

acation hair is a thing for some people and if you are planning a weekend getaway or short trip, booking an appointment while on vacation doesn't have to be on your to-do list. These easy-to-use tools can switch up your look and give your hair a professional touch-up from the comfort of your room. From waves to curls, pony or straight hair, they will help keep your hair looking properly styled and ensure that you have a vacation entirely filled with good hair memories.

FOLDABLE WIG STAND You should not have to cramp your wigs in your luggage when you can keep them neat and in perfect condition with a portable wig stand. Putting your hair on a wig stand helps to maintain the original styling because closing it up might utter the appearance and make it look tacky. Besides, you need a stand to style your hair with your personal tools.

CHIC HAIRDRYER Imagine getting your hair wet and waiting long hours for it to dry up. Thankfully, the portable hand dryer is specially designed for on-the-go use. They dry your hair evenly whilst giving it some extra lift and volume. The fold-away handle makes it easy to carry on.

Air Hair Dryer GHD HAIR

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VOL 2 NO. 23 • JUNE 05 - JUNE 11, 2022

THEWILL DOWNTOWN • www.thewilldowntown.com

BEAUTY WAX STICK Get a lightweight styling wax that allows you to mould or sculpt your hair into a defined style. This helps to tame those flyaway hairs, giving your wig a smooth and sleek look, and it is ideally for ponytails, edges, frontals or closure.

Saskay

Styling Wax Stick BELLAMAY

STRAIGHTENING OUT If you prefer having silky, frizz-free, and smooth hair, you would need the best flat iron. One that prevents the escape of the outermost strands and applies tension evenly. Instead of the thin heat strip that many flat irons have, go for one that has extra-large ceramic heaters, so you have more coverage, and it saves you time.

Curl Tong NAOMI CHANTELLE

CURLY CURLS

Straight Heat Brush SALONIA

411 Flat Styling Iron CLOUD NINE

Switch up your look with a curling iron to get more defined curls that stay on. Heat up to an average level that you only have to hold onto the hair for just a few seconds, so it is not too hot. Also, use a heat protectant to ensure your hair stays healthy. Alternatively, hair rollers also come in handy if you seek zero heat.

24k Gold 3-Barrel Waver HOTTOOLSPRO

WIG GRIP Unlock a new level of confidence with an elastic wig grip. Just as the name implies, this helps keep your wig in place or prevent it from sliding back. Wig grips help you minimize the amount of time you spend adjusting your wig in front of the mirror. It allows you to party non-stop without worrying about embarrassing situations like your wig falling off.

The Wig Fix RENATURAL

Wig Fix RENATURAL

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VOL 2 NO. 23 • JUNE 05 - JUNE 11, 2022

TRAVEL

THEWILL DOWNTOWN • www.thewilldowntown.com

BED & BREAKFAST In Nigeria? Yes, Please BY KEHINDÉ FAGBULE

n October 2007, after moving to San Francisco, Brian Chesky and Joe Gebbia, two roommates and former schoolmates, came up with the idea of putting an air mattress in their living room and turning it into a bed and breakfast. The following year, they set up a website offering short-term living quarters and breakfast for those who couldn't book a hotel within the saturated market. They called it “AirBed & Breakfast,” which was eventually shortened and stylised as “Airbnb.” I remember growing up and receiving a lot of relatives in our house. I was largely unfamiliar with most of them, so we'd often call them August visitors because of the scarcity of their visits. Usually, they would come into town for whatever reasons. Rather than booking a hotel room, they stayed at ours, and we accommodated them with open arms because that's what families do. Sometimes I think about those days and try to drum up the numbers involved if they had to pay for those “favours.” Humans are wired to always ponder ways to maximise potential and make passive income whichever way we can. It is why we buy cars to take us to our 9-5 jobs and afterwards try to profit off of it by turning it into an Uber. However, this hasn't transcended to our homes. When Chesky and Gebbia came up with the Airbnb idea, they envisioned a personal experience where the hosts rent out a portion of their house (or all of it in cases where they are out of town) to guests imitating an overall breakfast inn geste. Fast-forward fourteen years later, the venture now has a global reach as there are Airbnb services in almost every country and headquarters in major cities worldwide; but it hasn't yet cracked the Nigerian market. Recently, there's been a boom of short-term lease accommodations akin to what Airbnb offers, in Nigeria. Serviced apartments also referred to as “shortlets,” offer facilities much like a traditional hotel but with added space, convenience and privacy like home, so you can enjoy living like a local when travelling – and usually at a much lower cost. Shortlets offer much more than just the physical dimensions of an apartment, and the experience is very different from what you get in traditional hotel rooms. The industry is slowly becoming more well-known even outside the business travel space as more leisure travellers are finding that serviced apartments are available and offer a credible and cost-effective alternative. They are especially economical for longer stays and for group and family travel, both because of the actual cost of the apartment compared to a hotel room but also because of the possibility of cooking for yourself and not having to eat out on every meal. These days, especially business travellers are looking for alternative accommodation solutions to have a more comfortable stay away from home. If you are a business professional who is continuously living out of a suitcase and staying in traditional hotel rooms, you will appreciate the features of a serviced apartment. They allow for space, privacy and comfort in your own surrounding and the freedom to do the same things you would do at home: Prepare your own

PAGE 14

meals in your kitchen, finish up work in the living room, throw your sports clothes in the washing machine after a run, then kick back and watch TV programmes in your bedroom. Although this mirrors the Airbnb business prototype, it doesn't quite include the shared experience that comes with harbouring a complete stranger in a room inside your home. The global franchise, which meddles in the real estate and hospitality industries, has its services set up in Nigeria with its website and mobile application fully functional here and gets its fair share of hosts and guests interacting on its platform. However, the involved parties (hosts and guests alike) here in Nigeria would rather go through the serviced apartment route, which completely goes against Chesky and Gebbia’s vision. Maybe we don't have the best security globally; one could even argue that we are not the most welcoming of

people of different ethnicities. Perhaps it's ridiculously optimistic, and I'm immersed in the fantasy of a oneNigeria, but “Bed & Breakfast” in a stranger's home in Owerri for a weekend getaway, learning their culture and languages, eating their delicacies, might be nice. The question is: Are we ever going to get to that point?

Godwin Ndosi of Tanzania (center) rents rooms in his family home using the Airbnb model and sometimes takes guests to visit his relatives, including his aunt and uncle

VOL 2 NO. 23 • JUNE 05 - JUNE 11, 2022

THEWILL DOWNTOWN • www.thewilldowntown.com

THE SCENE DOWNTOWN

When

Creatives Met

Men of GOD BY ONAH NWACHUKWU

Professionals across the creative industry came together at HSE Gourmet, Lekki, for an evening of Media & Entertainment conversations with Pastor Bolaji Idowu, Harvesters International Christian Centre lead pastor, and Apostle Tomi Arayomi, founder of RIG Nation. The event was moderated by Toyosi Etim-Effiong and hosted celebrities such as award-winning Nollywood veteran, Joke Silva, Stan Nze and his wife, actress Blessing Obasi, Akah Nnani & Claire Idera, award-winning actress and producer Adunni Ade, renowned dancer, coach and entrepreneur Kaffy Shafau,

and media entrepreneur Tosin Ajibade of Olori Supergal, among others. Conversations revolved around fostering stronger partnerships between the church and the media & entertainment industries in the coming years. The group's main requests to the hosts were community funding for projects and spiritual covering. By the end of the event, the attendees shared what they hoped such meetings would achieve over time, with most of them commenting that the gathering was long overdue. The next event is slated for August 2022.

le n of The Tab

Cross Sectio

Jimmy Odukoya

Blessing Jessica Obasi

Selfie Time

Claire Idera

Yolanda Ok Toyosi Etimereke-Fubura & -Effiong

Ajoke Silva

mi Arayom

Apostle To ji Idowu

Pastor Bola

Biodun Stephen

Akah Nnani

Kaffy Shafau

Stan Nze

Daniel Atteh

Adunni Ade

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VOL 2 NO. 23 • JUNE 05 - JUNE 11, 2022

THEWILL DOWNTOWN • www.thewilldowntown.com

BY BOLUWATIFE ADESINA

Scan this with your camera to access the playlist (Apple Music)

Movie Review:

TOP GUN: MAVERICK

very once in a while, a movie comes along that renders even the most hardened critic unable to give an unbiased analysis. They brush off flaws that they would ding other films for, and blow the things the movie gets right completely out of proportion.It’s just what it is. Top Gun: Maverick is unapologetically that movie for this reviewer. 1986’s Top Gun was too cool. The fighter jets, impeccably cool pilots, awesome call signs (Iceman, Maverick,Viper, Cougar, Wolfman) appealed to a primal desire I didn't even know I had as a child. I remember watching it endlessly on DVD and even more regularly once it arrived on streaming. When the sequel was announced in 2010, I was elated. Upon the original director’s (Tony Scott) sucide, I was devastated. However, nearly 36(!!) years to the day we finally have Top Gun: Maverick. I raced to see it in IMAX at the very first opportunity. Was it worth the wait? As previously mentioned, I’m biased but Director Joseph Kosinski along with a cadre of screenwriters (Ehren Kruger, Eric Warren Singer, Christopher McQuarrie) have focused their energy on bringing the charm of its 36-year-old predecessor into the 21st century with a film that leaves behind any sticky realities of the modern era and attempts to reencapsulate the romanticism so characteristic of 80s Hollywood blockbuster cinema. Social media and cellular communication are ignored. Entertainment is found primarily at the local bar in the form of a jukebox and pool table. Its wholesomeness is earnest, and the film’s familiar soundtrack taps at our brain’s nostalgia receptors, allowing even those without any attachment to the first film to appreciate this new installment. (But certainly for those of us who cruise down the road belting the film's catchy unofficial anthem by Kenny Loggins, there is much more here

PAGE 16

to get you approaching the "Danger Zone.") There are nods everywhere from the iconic bells ringing in the first few seconds of the film to the shot-for-shot reconstruction of the original movie’s opening scene. Top Gun: Maverick follows Navy Pilot Captain Pete “Maverick” Mitchell (Cruise) in his current job as a test pilot for new and experimental aircraft. As Mitchell’s current superior, Admiral Chester Cain (Ed Harris), tersely notes,“Your kind is headed for extinction,”. He then transfers the insubordinate officer to the Navy’s fighter training program (a.k.a. “Top Gun”) as ordered by the Commander of the Pacific Fleet, Admiral Tom “Iceman” Kazansky (Val Kilmer). Iceman believes that Maverick has the qualities necessary to prepare an elite group of pilots for a top-secret, potentially suicidal mission. Maverick’s new bosses, Admiral Beau Simpson (Jon Hamm) and Admiral Solomon Bates (Charles Parnell), are skeptical. Complicating matters for Maverick is the presence of Lt. “Rooster” Bradshaw (Miles Teller) in the group. The son of the deceased “Goose” Bradshaw, Rooster holds a mammoth grudge against his new instructor. As was the case in the first movie, there are too many secondary characters for any of them to achieve anything resembling three-dimensionality, but at least in this case, they have enough defining characteristics to avoid them seeming like a lineup of doppelgangers. Glen Powell’s “Hangman,” is an Iceman clone in the very best way. Another, Monica Barbaro’s “Phoenix,” is the first female pilot in the Top Gun mythos. And Lewis’ Pullman’s “Bob” is well, Bob. Maverick’s flight sequences are some of the most brilliant in-air scenes ever filmed. Coherent, exhilarating and frequently breathtaking, the crew's work to make some of these sequences possible without the use of CGI deserves a multitude of technical Oscar nominations, which I fully expect this film to rake in. Still, as eye-popping as the dogfights and aerial maneuvers are, the centerpiece scene (and the one that will have the greatest meaning for Top Gun fans) is a simple one-on-one meeting between Maverick and Iceman. With the screenplay overlaying elements of actor Val Kilmer’s real-life struggle with throat cancer onto the story of Admiral Kazansky, the movie achieves something powerful and deeply moving in that scene. The subtext makes it about much more than a reunion between two rivals-turned-friends. The appearance was meaningful enough to Kilmer to coax him temporarily out of retirement. If it represents the final punctuation mark on his remarkably successful career, it would be difficult to envision a better ending. It remains to be seen whether Top Gun: Maverick will be able to attract new fans with a fervor to match the older ones who are approaching this movie with the eagerness of a 36-year buildup (Though the pre-screening sales definitely suggest so). Cruise, the A-list marquee-topper who always gives his all to any production, once again illustrates how he has managed to remain relevant over an amazing four-decade span when so many of

Scan this with your camera to access the playlist (Spotify)

WATCH of the Week

Waves

We saw Emily (Tyler’s Sister) detach herself from society in the movie, and even when she finds love, she is extremely wary. Waves doesn’t shy away from any hard topics—you can tell it's based on real-life experiences—and that's what makes it so great. It is real, raw, and will make you feel things! In short, It is a heart-wrenching look at the fragility of life and how even

when everything seems to be going well, one bad decision can change everything. From the choice of music to the brilliant and heartfelt performance of Kelvin Harrison Jr. Lucas Hedges, Taylor Russell, Alexa Demie, Renée Elise Goldsberry, and Sterling K. Brown, it’s easy to see that everybody played their part exceptionally. Waves is streaming on Netflix.

PLAYLIST FOR THE WEEK

Waves is a 2019 American drama film written, co-produced & directed by Trey Edward Shults, Kevin Turen, and Jessica Row. It tells a story about Tyler –a budding high-school sports star– who wrestles with his emotions after severely injuring himself following his overbearing father’s pressure on him to excel. His relationship with his family deteriorates even more, when an unexpected tragedy strikes him and his girlfriend. The movie highlights the effect of parental pressure on children who are forced to live up to unrealistic expectations. We can see this most glaringly in how Tyler's relationship with his father has been affected by the pressure to perform at the cost of his own happiness and well-being. Waves explores deeper themes like toxic masculinity, family relationships and grief. It shows how decisions and the consequences don't only ever affect us but also affect those around us.

his contemporaries have faded away. And although Top Gun: Maverick is surely relying on some of the alchemy that made the formula successful in 1986, the film’s awareness of cultural and technological shifts in the interim has made for a more complete cinematic experience. Filmed exclusively with IMAX cameras, this is unquestionably a production to be experienced on a big screen; resizing it for a television or tablet will diminish some of the most extravagant aspects. For the full experience, please see it in cinemas. 10/10

Davido ft Sunday Service Choir - Stand Strong

Victony - Kolomental

Calvin Harris - Potion ft Dua Lipa & Young Thug

Future ft Drake & Tems WAIT FOR U

Aluna_ KAYTRANADA_ Rema - The Recipe

KAYTRANADA ft H.E.R. Intimidated

Kendrick Lamar_ Blxst_ Amanda Reifer - Die Hard

Calvin Harris ft Dua Lipa & Young Thug - Potion

Boj_ Moliy_

Omah Lay - Woman