“If you have an idea, I’ll say act on it, cause if you don’t you’ll never know … Give it a try and give it your all.” Aina Fadina, Creative director, I of Africa.
Recently named a “top web series” by CNN, I of Africa is an original multimedia web series about Africa, Africans and those captivated by its allure. Founded in 2013, the series presents global cultural dialogues and stories that celebrate individualism and innovative thinkers and doers inspired by the continent. From its foods and cultures to its natural wonders, Africa is the most diverse among all its sister continents even though it is often presented in mainstream media as homogeneous. I of Africa captures and celebrates the interplay between the continent and the world at large.
Entrepreneur, international high fashion model and creative director, Aina Fadina is the creator and host of I of Africa. Born in Lagos and raised in the United States, the 34-year-old Pre-Med graduate cultivates the diverse narratives and counter-narratives of Africa and distils them through her evocative storytelling into a compelling web series for a global audience.
In each episode, she explores and engages the stories of Africans and friends of Africa, on the continent and in the diaspora, showcasing the resourcefulness across industries, from fashion and business to music and film to culture and art.
I’ve been sitting quite a while at Seven Grams Caffe, Chelsea, New York when Fadina walked in, tall, lean, and dark-skinned. She was wearing her TWA, a formless white dress, and very interesting shoes. We exchanged pleasantries and she quickly moves to secure the seat opposite mine before proceeding to order a latte. I settled for a cup of cappuccino and a slice of olive bread. Then we took our seats to discuss the web series, and how what started off as a pet project is steadily advancing to become the acknowledged show that it is today.
Besides the obvious need for the content, as African stories have never been truly told in all of its entirety and richness, Fadina says she does not only seek to change the narrative about Africa but also the face of the narrative. Someone that reflects the global journeys that Africans have gone through around the world. When she shot the first episode of her show in 2013, Fadina says she didn’t have a plan. The annual music, film and interactive media festival, South by Southwest (SXSW) was on in Austin, Texas, and she thought, “Well, let me take a camera there and capture this event,” she did. Now about three years later, Fadina is still jetting around the world with her camera, capturing and telling the African story.
The newly launched season of the web series boasts some of Africa’s finest as its guests; renowned visual artist, Laolu Senbanjo, designer, Mimi Plange, BBC radio broadcaster, Dj Edu, Seun Kuti, and a host of other creatives. Fadina’s choice of guests is inspired by a number of things; atop the list is her location. As a model who’s constantly on the move, the 34-year-old chooses guests based off of her next stop. This explains the varying locations of filming, Lagos, London, Cape Town, Paris and New York. “When I travel for work or for fun, I do a little research to see who’s where I’m visiting,” Fadina said to me. “Someone who fits into the African narrative I want portrayed to the outside world. An inspiring or entrepreneurial trailblazer. A forward thinking individual, one that is reflective of my brand.” In the future, she hopes to have the likes of Kenyan-Mexican actor, Lupita Nyongo, President Barack Obama, and South African DJ, Black Coffee on I of Africa.
For now, I of Africa is solely a one-woman show. Fadina serves as the creative director, producer, curator, host, and everything in between, save filming and editing. However, this is not by choice. Her efforts to partner with either a media house or someone has proven futile over time. “No one came correct from a brand perspective. People always go, “do something for my brand.” And I‘m like, “No. I’m a brand myself. I understand you have a platform and an audience, but I have content. And content is king.” None of these impasse meetings deterred her as she kept on self-funding the series. From our conversation, one could easily deduce Fadina is a woman that clearly knows what she wants, and is not one to settle.
Her goal is to build a digital presence, “because it’s more manageable,” and then steadily expand into a proper TV platform. “I’m open to opportunities, but only to those that are valuable to myself, the brand and also valuable to the second party’s initiatives as well. It has to be a relationship that is beneficial to everyone in the equation, not just one person” she said. Thankfully, with a recent license from South African Airways, and a new investor on board, Fadina’s efforts, are beginning to pay off.
Regarding her target audience, the model turned entrepreneur says it’s anyone and everyone inspired by Africa. “Obviously there’s a niche market, which is Africa because that’s the context of what I’m talking about. But I call it the globalization of what Africa truly means. You could be an 80-year-old person who volunteered in Africa during the 60’s, you’re my consumer. You can be my nephew, who isn’t Nigerian but listens to Nigerian music. Or maybe even a Jewish person with some form of connection or background in Africa. So my audience can be anyone, anyone connected to the continent in whatever capacity.”
I am Nigerian. I am West African. I am black. I am American. I wear a lot of labels, so I can’t just say my consumers are only Nigerians. I can’t just pigeon-hole my target audience.
Although things are starting to look up, Fadina admits that the journey up until this point has not been an easy one. “I’ve sacrificed a lot to make this happen, I’ve had sleepless nights because I was worrying. You’re building a business and praying that it actually becomes a business.” She credits her tough and relentless character to over a decade spent in the modeling industry. “I’ve been modeling for 11 years. Some days I would go to 10 castings and won’t get a job. These rejections have been my best lessons, they built up a fire inside me.”
Fadina’s advice to creatives out there is pretty simple, “If you have an idea, act on it, cause if you don’t you’ll never know. Give it a try and give it your all. And don’t forget to take moments to step outside the box and re-evaluate the situation of things from time to time. Because being on the inside is tough and can be quite engrossing. So I always tell people, if you want to be an entrepreneur, go for it. But be aware that there is a price to pay. Ask yourself, “how much am I willing to pay?” And once you’re okay with that, then you’re good.”
Interested viewers can catch the third season of I of Africa on its Youtube channel and on all South African Airways flights.
Watch Aina Fadina explain her passion behind the show below:
