This down to earth piece was written by an erudite journalist and scholar Reuben Abati on Olajumoke Orisaguna Nigeria's Cinderella of our time...enjoy it..
About three weeks ago, 27-year old Olajumoke Orisaguna was a
complete unknown on the streets of Lagos, hawking bread.
A loaf of bread is about N100, and even with a full tray such as
she carried in her first public embrace of fame, her whole ware for a day may
not be more than N3,000, with daily profit between N300-N700. She had trained as a hair stylist, got married but had to leave
her husband and a daughter back home in Ire, Osun state, to “hustle” as it were
in Lagos.
The life of a bread seller in Lagos is easily imaginable: exposure
to the elements, to sundry abuse, including the possibility of being raped by
unruly artisans and bachelors, who will offer to buy bread and something else
along with it, if the hawker is willing. This was Olajumoke Orisaguna’s reality
until she ran into TY Bello and Tinie Tempah and her life changed. Today, she
has been enrolled as a model. Her story has appeared in all newspapers, on CNN,
Huffington Post, and virtually everywhere online.
Two companies: StanbicIBTC and PayPorte have
made her their brand ambassador. The former even awarded her two daughters
scholarships up to university level. Her face has appeared on the cover of
magazines. She is now a student at Poise Finishing School, an intern with two
beauty salons, and a motivational speaker, even if she reportedly can’t speak
English. When she went to the office of the National Identity Management
Commission to get an identity card, NIMC also cashed in on her new found fame
to use her to promote the agency: “Olajumoke knows she needs to NIMC. She
walked into a NIMC centre yesterday unsolicited. Olajumoke is smart. Be like
her.” This must be the most saccharine endorsement of Olajumoke so
far.
To crown it all, a construction company
has given her a luxury apartment in Lagos. From hawking bread in Agege, she is
now within weeks, the darling of corporate Nigeria, the poster girl for
corporate social responsibility, a landlady, and a role model. She had probably
never seen the inside of an aircraft, but a few days ago, she was on a flight
to Abuja to give a speech!
Mrs Orisaguna is Nigeria’s Cinderella.
Hers is a sudden, unplanned, unexpected, unprepared for grass to grace, rags to
riches story, a kind of I–just-dey-waka-my-own-jeje-luck-come-jam-me-tale. It doesn’t happen everyday. It is the kind of accident that
many Nigerians seek: accidental fame and fortune. It is perhaps the magical,
miraculous, I-don’t believe-it-but-it-is-true quality of this story that has
captured the public imagination.
Olajumoke was hawking her bread
innocently in Sabo, when she stumbled upon a photo session by that gifted
mother of twins, artist and photographer, TY Bello, working on a series of
shots for the international hip hop star, Tinie Tempah. We have been told that
Olajumoke Orisaguna “photobombed” herself into the activity. I guess she just
happened to walk by trying to sell bread, and TY Bello who is a spirit in
action when she is at work, had a brain wave and took her picture.
Enormously creative, T Y Bello thinks on her feet. When she has that her big
camera in her hands, she is an agile, inventive artist.
Her camera is a weapon for interpreting
space and reality, and for discovering new meanings. It must have occurred to
her that asking the international musician to pose with a bread seller would
give the picture a much deeper meaning, inherent in the open contrasts and
auto-suggestions. It is that split second decision that has turned Jumoke
Orisaguna into a superstar. The shot was brilliant, the result was impressive
with people asking: “Who is that girl? She will make a good model.” TY Bello
took on the challenge, and became Olajumoke Orisaguna’s promoter, mentor,
adviser, godmother, and supporter, taking her to new heights within three weeks.
Nobody is talking about Tempah, the main subject of the photo shoot; the focus
is on the wanderer who walked onto the set, the bread seller who has taken the
bread of the show, the waka-pass
who became
the star. I understand Tempah is quite happy; don’t be surprised then if he
composes a special song soon, titled “The Bread Seller!” or “Photobombed” or
simply “Olajumoke.”
The Olajumoke Orisaguna story is a perfect
demonstration of the witchcraft quality of photography and that single
shot that has changed a life may well be one of TY Bello’s most remarkable
efforts in her chosen genre. But I find around Olajumoke’s sudden
transformation from person to brand, too much capitalist hypocrisy and
opportunism. The brand is selling like hot cake, but the person needs
protection. I feel for her. I fear for her. There is a sense in which she is a
potential victim. The brand experts now taking her from place to place
probably would not have even patronized her. They don’t eat the kind of bread that
she sold.
Many of them don’t even know what part
of Lagos is called Sabo. They don’t buy their bread from hawkers; they would
rather go to supermarkets or confectionery stores. Before luck smiled on this
young lady, many of those now posing for photos with her would never have
noticed her presence. There are definitely many of her type, still hawking
bread, or some other items, some even sitting in front of the bank, with a baby
strapped to the back, but they may never be noticed or helped. The same
companies that are using Olajumoke to talk about corporate social
responsibility, are actually joking, they know that this is not CSR; it is
brand exploitation!
M
And it may not last. There is nothing in
Olajumoke’s background or exposure that has prepared her for the life of glitz
being imposed on her. The skills she has acquired as a bread seller and
hair stylist may not carry her far in the cruel world of modeling. When
this blitz is over, she will need to compete for jobs and attention, if she
must remain a model. She will have to learn sooner or later, to survive on her
own. She will have to maintain the luxury apartment that she has been
given. She has been taught fancy dressing, including the magic of make up and
those magical colours that change a dull face into a phallus-teasing one do not
come cheap.
She is at best an art work that other
people have created: she has been made up into a siren, her hitherto dull skin
now glows, in one photo, her hair had a queenly allure, they have given her new
clothes, jazzing her up, to look feminine and sensual, and they have taught her
how to smile in a tempting manner. Wow. That smile! The sorry part of it all is
that her narrative is quite innocent and hauntingly brief, as is the case with
all overnight sensations. The capitalist hypocrites will soon find something
else to excite them, just as the media will find a new story. It probably would
have been much better to help Olajumoke Orisaguna set up a small-scale
business, to take her off the street-life of hawking, rather than this world of
sharks into which she has been thrown. Perhaps the best that has been done for
her is sending her on internship at beauty salons. She could at least set up a
beauty salon of her own and live happily thereafter.
In a normal society, no young woman
should be on the streets hawking bread in order to survive. In a normal
society, Olajumoke Orisaguna would have been given the opportunity to go to
school, and have a proper career. She is being given, all within three weeks,
the kind of empowerment that society has denied her and many like her, but how
about all the other Olajumokes who may never “photobomb” their way to luck? Her
new life is a reminder of what she could have been but which she could not
become because of the kind of society in which she has found herself. She
should never have had to hawk bread to support her husband and children.
Her husband! Yes, Mr. Sunday Orisaguna.
I have seen him in the photographs, either carrying their baby, or just putting
up appearance. He looks lost, confused, overwhelmed, harassed and
uncertain. He must be wondering what has happened or is happening to the
woman he married. There is a clear difference between Olajumoke, the wife and
bread seller, and Olajumoke, the model and celebrity. While Olajumoke is
beginning to wear designer clothes, her humble husband is still managing his one-day-me-too-go-jam-luck attires.
His wife has been sent to finishing school. By the time she finishes, I hope
her new persona will not finish her marriage.
Olajumoke is now learning to speak English,
but her husband is a humble, sliding door installer who probably speaks only
Yoruba. In our kind of society, given the social level and cultural background
of the parties involved, it won’t be long before the demons will begin to crawl
out of the woods, from in-laws who may begin to psycho-analyse Olajumoke, to
family members who will scrutinize her every gesture, and friends with whom she
hawked bread and has now left behind.
Lack of clarity over role interpretation and
the new persona could also confuse the young mother. She needs a different set
of skills to manage new relationships, especially the new friends coming her
way, including those lecherous uncles who may show up and seek to exploit her
innocence. The people turning her into a sex symbol should also tarry a while,
and remember that she is a married mother of two. She needs counseling. And her
sliding door installer husband, who has featured in her fairytale so far as a
hanger-on, no matter what happens, should not be made to slide away. Sunday
Orisaguna should also be counseled, given new clothes, taught English and sent
to finishing school. He should not be left behind.
BY REUBEN ABATI.
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