Người mẫu: Abass Mubarak Akeju. Ảnh: Frank Zhang. Shirt, Gucci. Pants, Romaster 1987. Watch, Rolex. Hat, City Hats.
Born in Ghana to Nigerian parents hailing from Ogun State, Abass Mubarak Akeju’s early exposure to iconic African musicians such as Fela Kuti and Angélique Kidjo ignited a passion for music and storytelling that would shape his career in the entertainment and media industry.
Akeju has not only witnessed but actively contributed to the rise of African cinema and music on the world stage. From pioneering billboard placements in iconic locations like NYC Times Square to producing acclaimed shows like “Inside Nollywood,” “Inside Ghallywood,” and “Faces of Afrobeats,” Akeju has carved out a niche for himself as a visionary bridging Africa’s rich cultural heritage with global audiences.
In this exclusive interview, Akeju shares insights into his journey, the challenges he faced, and his impactful projects aimed at promoting Afrobeats and African culture worldwide.
Shirt, Gucci. Pants, Romaster 1987. Glasses, Signature C de Cartier. Watch, Rolex.
Harper’s Bazaar (HBZVN): Can you tell us about your early life and what influenced your decision to enter the entertainment and media industry?
ABASS MUBARAK AKEJU: I was born in Ghana to Nigerian parents originally from Ogun State in Nigeria. Growing up, I listened to many great African musicians, such as Fela Kuti, King Sunny Ade, Angélique Kidjo, Lucky Dude; that influenced my passion for the entertainment industry. I always loved music, singing, and writing.
HBZVN: How did you get started in the industry, and what were some of the challenges you faced in the early stages of your career?
ABASS MUBARAK AKEJU: I started my journey in the business about 15 years ago. There were two main challenges: the first one is the shift from watching African movies on DVDs and now streaming. It was a blessing in disguise. The other challenge was getting several streaming platforms to carry our movies. In the early years, Nollywood wasn’t as popular. Over the past 10 years, it’s become the No.2 movie industry in the world.
In the music industry, breaking through larger companies and mainstream event promoters was tough because Afrobeats wasn’t as mainstream as it is today.
Shirt, Casablanca. Pants, Micheal Kors. Glasses, Signature C de Cartier. Watch, Rolex.
HBZVN: What sparked your passion for promoting Afrobeats and African culture, and how do you see the genre evolving in the global music scene?
ABASS MUBARAK AKEJU: My philosophy has always been to bridge Africa with the world; Afrobeats & African culture have a significant influence and I wanted to help the entertainment industry with marketing, branding through media.
Shirt, Casablanca. Pants, Micheal Kors. Watch, Rolex.
HBZVN: You’ve been instrumental in providing billboard placements in NYC Times Square for various artists. How did this opportunity come about, and what has been its impact on the artists and their careers?
ABASS MUBARAK AKEJU: I believe in collaboration and partnership. Through these principles, I was able to open the door for marketing on billboards in NY Times Square, Los Angeles, Dubai, Chicago, New Jersey and other prime locations for many artists and leaders. I was at a function and a good friend introduced me to the NY Times Square Billboards team. They were aware of the work my company was doing with Afrobeats artists and African-inspired content. We discussed additional exposure for Afrobeats artists since Afrobeats has a major influence on the music industry. We suggested putting an artist on a NY Times Square billboard as a pilot project that proved successful.
Suite, Romaster 1987. Shoes, Flower Instanbul. T-Shirt, INC (International Concepts). Glasses, 9five. Watch, Rolex.
After that, I was appointed to the board to focus on African artists and African-inspired content. We’ve done placement for Governor Murphy for his re-election campaign, king and Ooni of Ife, one of Nigeria’s most reputable royal kings, HE Ambassador Dr. Arikana Chihombori-Quao who was the former Permanent Representative of the African Union Mission to the USA, Angélique Kidjo, Youssou N’Dour, 2Baba, Wizkid, Sakodie, Diamond Platnumz, Bahati, Flavour, Rayvann, Alikiba, Eddy Kenzo, Kizz Daniel, C4 Pedro, Stefflon Don, Davido, Skales, Yemi Alade to name a few.
The impact on the artists and their careers has been amazing. It adds to their visibility on the global scale and creates opportunities for brand activation and potential collaboration with other musicians.
Suite, Romaster 1987. Shoes, Flower Instanbul. T-Shirt, INC (International Concepts). Glasses, 9five. Watch, Rolex.
HBZVN: Inside Nollywood, Inside Ghallywood, and Faces of Afrobeats are highly regarded programs. Can you share some memorable experiences or stories from producing these shows?
ABASS MUBARAK AKEJU: Inside Nollywood and Ghallywood, it takes an intimate look at the life and journey of Nollywood & Ghallywood talents. Some of the talents we’ve featured are John Dumelo, Frederick Leonard, Esther Audu, Habiba Sinare, and Prince David Osei.
Shirt, Danny Brooks. Pants, Micheal Kors. Glasses, Signature C de Cartier. Shoes, Gucci.
Faces of Afrobeats explores the life and journey of influential Afrobeats artists making a difference. Some featured artists included Seun Kuti, Koffi Olomide, Flavor, Stonebwoy, Kidi, and Olivia.
Each interview has been special. I couldn’t identify one or a few memorable experiences. The stories shared have really inspired our viewers. For me, that is magical.
Inside Nollywood, Inside Ghallywood and Faces of Afrobeats are now streaming on Apple TV and Prime Video and can be purchased at Target, Walmart, and Barnes & Noble.
Jacket, Toure Designs. Pants, Vitali. T-Shirt, INC (International Concepts).
HBZVN: How would you describe your personal style, and how does it reflect your personality and career in the entertainment industry?
ABASS MUBARAK AKEJU: My personal style is a blend of African attire and Western fashion. It reflects African originality with a touch of Western culture within my personality and career in the entertainment industry.
Shirt, pants, hat, and Africa Beads, Danny Brooks. Shoes, Flower Instanbul.
HBZVN: What guiding principles or philosophies do you follow in both your personal life and professional endeavors?
ABASS MUBARAK AKEJU: Being fair and supportive of my clients is one of my principles. My team knows that and they do the same. That’s part of our success.
Shirt, pants, hat, and Africa Beads, Danny Brooks. Shoes, Flower Instanbul.
HBZVN: What are some of your upcoming projects or goals, and how do you plan to continue making an impact in the entertainment and media industry?
ABASS MUBARAK AKEJU: We are currently working on Loud in Africa festival, launching in South Africa in December 2024. Additionally, we are involved in Stand 4 Africa single charity music project, featuring influential Afrobeats and Caribbean artists, to support the underprivileged on the continent of Africa.
I was recently named United Nations-ARDN Ambassador. ARDN gives cards to stop discrimination & violence against women and children. We are working on a soundtrack, in partnership with FIFA, UNICEF, UNDP, UNFPA, and UN WOMEN.
T-Shirt, INC (International Concepts). Watch, Rolex.
HBZVN. What advice would you give to young professionals aspiring to make a mark in the entertainment industry, especially those from Africa?
ABASS MUBARAK AKEJU: Follow your passion, surround yourself with a great team, network and remain focused on your goals.
Suit, Vitali. White shirt, Suit Supply. Shoes, Flower Instanbul. Watch, Rolex.
Model: Entrepreneur Abass M. Akeju @officialakeju.
Photographer: Frank Zhang @frankzhangny.
Make-up Artist: Tammi Marks McDonald @_tammimarks_.
Videographer: Xiaobing Li.
Retoucher: Darya Zagornaya @darya_dariart_retoucher.
Assistant: Helen Pan; Nyasha Frankin @whyze.ny; Marcus Renton @mdemension.
Venue: Quad Recording Studios @quadstudiosnyc; West36lofts.
Harper’s Bazaar Vietnam
