I was determined to take my family from grass to grace

By Damilola Fatunmise Amarachi Amusi, who is also known as Ashmusy, is a popular content creator, actress and brand influencer. She is an A-List female social media face that is seriously getting it right in her game. In this chat, she talks about her career, personal life and other issues.

What has being a content creator done for you and what motivated you to get into it? Let me say being productive is a family thing because almost everyone in my family is into one business or the other, and so I had to make myself useful in another form and made sure it was a very productive way, like something that will put food on my table and enable me pay my bills. I have also come to understand that activity does not always equal productivity. I always put in the work.

I was determined to succeed, to be different and take my family from where we were, living in a face-me I-face-you (one-room apartment) to where we are right now, living in comfort and affluence as well as being able to travel, see the world, and afford whatever we want. Were you able to study with all these content creations ? Yes, that was the first thing I pursued. My education.

I am sure many people might not know this, but I am a graduate of Medical Anatomy. I graduated with good grades, but I had a burning desire for business and entertainment, and so I decided to pursue certificate courses with institutions, private sessions with coaches, learnt from mentors, surrounded myself with the right people, and took risks. There were times I took night buses to auditions, only to be cast for movie roles with little or no pay, just so I could put my best foot forward, and show the world my God-given talent.

I actually began my journey as a skit maker and social media influencer in a bid to fulfill my desire. Today, by God’s grace, I am the President of the Commonwealth Women’s Network Nigeria. I have been to over 30 countries, and I have won over 45 awards.

I also own a real estate business. In addition to that, I have played lead roles in movies with Nollywood stars such as Ini Edo, IK Ogbonna, Jim Iyke, Lateef Adedimeji, and Mercy Aigbe. I am steadily building a dignified reputation in Nollywood.

How are you coping with your business and entertainment world ? Managing multiple businesses can be quite challenging but with the help of my workers and some family members, I am grateful to God. Please, how are you able to strike a balance? I hit a gridlock at some point, and I asked myself this exact question. For the kind of financial access I envisaged, I asked myself how I could be in multiple places at the same time.

Contrary to my previous style of content creation, I am focused and detailed in my studies and dealings, down to dates, figures, people and awards. I also manage my businesses by putting the proper structures in place. I employ the best hands to run the businesses.

I am seldom at my place of business, and they run smoothly while I am on set or engaged with other brands. I hold mandatory Monday meetings with my staff for strategy, updates, operations and new executions. How do you handle the pressures of fame and the demands that come with it? If people said to people’s faces what is said behind them, society won’t be able to handle it.

No one is truly prepared for fame. I could be on a movie set exhausted, and in that same moment, I might come online to see myself trending for things I am not aware of. It used to bring tears to my eyes to see that some bad people are defaming me.

But now, I have grown a thick skin, tough bones and an elastic heart (smiles). I ignore what is a distraction and focus on what’s most important. Focus remains my most prized asset.

No one goes around the village square chasing shadows when their soup is on fire. Tell us about your cooking show? My inspiration is simple, and it comes from my love for good food. Good food is medicinal.

Some people even jokingly say it can cure depression. That’s why they say irrespective of whatever one is going through, one should eat first. Good food is fun.

Hence, whenever I travel, I interact with cultures through menus. Food is a universal language, occasionally expressed and celebrated through traditions and culture. My team and I decided to design the show to bring food and entertainment together, while also integrating my colleagues and fan base.

Celebrities often use publicity stunts to generate attention for their brand. In your experience, do you believe that strategic publicity stunts can enhance a celebrity’s brand equity? The advent of social media, as well as its acceptance and growth, has made this question even more relevant. Attention is a currency.

As an expert in my field, I regard publicity as my business partner. The average attention span of people has reached a non-scaleable decline. The audience is tired of the same old predictable contents that lack creativity.

When one understands this, they would realise that ‘normal’ or direct marketing is far-fetched for entertainers and creatives. That’s why when we do anything, the suspense and unpredictability makes it the subject of attention. Using unusual techniques to gain, hold and drive attention is simply what ‘publicity stunt’ is.

Can strategic publicity stunts enhance a brand’s equity? Yes, it can. Thanks to my public relations team and my management. A PR stunt can enhance a brand only if done rightly.

If done recklessly, it can harm the brand and lose the objective one wants it to achieve..