YUNG NOLLYWOOD x IGBO SPICE

There are those pockets of pure delight on social media that provide a much-needed relief from the over-saturation of tried-tested genericism. @yung.nollywood is one of those pockets.

(blatantly unbothered).
I was born to make me happy.
(marinates in self-confidence). 

Mottos of independence and self-reclamation pepper her memes fashioned from screenshots sourced from various Nollywood films, creating a world where women are the protagonists and their own happiness is the end goal. Challenging sexist tropes, these meme-moulded characters spring to life in strong assertiveness and revel in their own unashamed beings.

I recall watching Nollywood films and series on Africa Magic as a teenager, a channel hosted on the DSTV bouquet in South Africa. A film industry that is famous for being markedly prolific, Nollywood’s success lies in its accurate depiction of the collective experiences of Nigerian society – avoiding any imitation of its Hollywood counterpart. There’s been criticism of the technical quality or lack of specialist equipment used, but one thing remains outstanding and that is the ability of the characters’ created and narratives weaved to outshine any shaky camera or less than flawless transition cut. 

When you’re watching Nollywood, you are fully engrossed. Igbo Spice / baby$lut / Theodora Imaan Beauvais is equally an engrossing main character. Brimming with creative ventures surpassing a singular medium and re-shaping the narrative of the Nollywood woman via the Internet crème-de-la-crème format of memes, we talk manifestation and creative release. 

Where and when did the inspiration come from to start @yung.nollywood?

The inspiration came from a combination of my experiences in the digital and social media space. I am extremely proud of being a Nigerian woman, I believe there’s a swagger that comes with our beauty. Also, I spent an unhealthy amount of time watching TV growing up, especially Nollywood. I always had an archive of screenshots I kept for my personal use (a habit I picked up from following brimalandro a.k.a femburton on tumblr) and when I saw the nolly.babes Instagram page, my best friend at the time encouraged me to start mine. Also, I’m an Aquarius that grew up in a strict catholic household so a lot of the content is really me demanding my freedom. I am creating the autonomous, free spirited woman my inner child always needed.

I have to share with you that @yung.nollywood has become such manifestation material between my friends and I, your posts are probably the most shared between us. I’ve noticed a shift in me realizing my self-worth from them. Focusing on self-care and loving oneself, how did the decision come about to steer the memes in that direction?

Oh my goodness thank you! I am so so happy to hear this. The content I create is heavily influenced by my personal life. I reached a point where I was mentally depleted and I tried everything to get my energy back. Honestly, I kept praying to God, I knew something needed to change in me. One day while I was on Youtube and I found a video about the importance of femininity and started investing in taking care of myself. That opened the door to manifestation. I realized that I’d been raised to believe the only way to create what I wanted was to work tirelessly when in fact all I had to do was ask and receive. I am worthy of everything I want simply because I am, and if it doesn’t work out it’s because there is better. I’m someone that loves to share good news, even if it’s just for encouragement’s sake because if I never saw that video that inspired the change in my life, where would I be today? I’m just happy that I’ve been blessed with a platform that actually reaches people, beyond Nollywood.

There’s also a sense of confronting gender stereotypes; a full celebration of womanhood relishing in the sexual and owning their time, instead of the ‘dutiful’ figure we’re continuously fed to aspire to be. I can feel this movement happening back home in South Africa as well, an embracing of no-time-for-bullshit. Do you find that this is also prevalent back home for you? Is that what ignited this theme within the posts or is it a more personal approach that’s always been brewing?

Patriarchy is definitely the theme in most African countries, no debate there. Women have to play into certain roles to be accepted and it’s all a trick. At the end of the day, you’re a whore or a bitch to a man once you say no to him, or you’re above him etc. It has nothing to do with who you are. Women deserve to choose their story. We are not supporting characters. Also I love South African women, really.

You released a track - Thunder Thighs - this year, which I can’t stop listening to. What inspires your music? You’ve written poetry extensively, do most of your lyrics come from that source?

Ah, you did your research. I'm blushing. Yes all my songs start as poems and go from there, even how I write is in stanza form. Poetry is my first love.

I love the name bby$lut - it’s such a beautiful fuck you to the patriarchy and outdated notions of the roles of women (the classic dilemma of the Madonna / Whore complex). How did you arrive at that name?

My friend Nnamdi started calling me that as a joke and it stuck, I called our friend group the sluts, so there was mother slut, baby slut, etc. I love how provocative it is.

Your two artworks included are very rich in symbolism related to the feminine experience, could you share with us the meaning behind them? How did you come to painting as another form of artistic expression?

The first painting with the legs spread is very provocative and in your face. I used those colors so you have no choice but to stare, but you can’t touch. I remember my mum seeing it and commenting on how jarring it was and I responded “so is rape”. That’s the point. We should all be able to look at a naked woman spread eagle and not touch. The second painting is a girl nailed to a cross in the shape of the female symbol, pretty self-explanatory. The eyes represent the world watching while being female kills her.

I had a friend who painted and I would watch him and think I can definitely do this. So, I did, and I thank God for giving me the vision of what to paint.

You also run a podcast channel titled Spice Station, tackling topics such as premature adulting, the abortion economy, crème de la coochie (good pussy skills), heartbreak, astrology, etc. It’s also incredibly intimate with you sharing personal losses and musings, do you find the process cathartic? 

One thing about me is my lack of shame about what I’ve gone through. Communication and self-expression really helps me. 

The astrology episode, ‘I Hate Virgos’, brought on some laughs. What’s your sun / moon / rising? What signs are you usually drawn to?

Sun in Aquarius, Moon in Sagittarius, Rising in Scorpio. I’m usually drawn to Geminis, Pisces, Aries and Sagittariuses.

I’m gathering you’ve lived in both Nigeria and Canada extensively, how was the transition between the two spaces? They’re pretty much the complete opposite in many ways.

Honestly it was very hard especially when I reached the 5 year mark. But I realized it’s all about what’s going on with me internally, as long as I can be Nigerian in Canada I’m happy. As long as when I’m in Canada I have the option to go to Nigeria and when I’m in Nigeria I have the option to go to Canada I’m fine. Nigerian weather wins obviously but I have more rights in Canada as a woman, as a worker, as an artist.

Running this magazine is emotionally / soul-wise rewarding but also incredibly challenging (financially, resource-wise), I can imagine the behind-the-scenes of @yung.nollywood could be the same. You create content for Instagram, have an incredible merch line, a podcast channel and a blog - that’s a lot of work, not even taking into account your music creation as bby$lut. What are common misconceptions people have about the process of running it? Any advice to those also wanting to forge their own path ahead?

People think I’m rich and I claim it! It’s a lot of work but I love it so I don’t notice how much I’m doing till someone says it to me. For everyone forging their own path, stay authentic to you. Don’t do stuff for clout, you’ll be more than okay.

You have a vision for a reason, and it only matters that you can see it. When no one claps, clap for yourself, validation is something I still struggle with but drum it into yourself, “I like it and that is enough.”

Which Nollywood movies or shows do you find the most captivating? Do you have a favourite director specifically?

My most recent favourite is Glamour Girls on Netflix, and of all time it’s Girl’s Cot. I don’t have a favourite director in Nollywood, but in general it’s Billy Wilder.

Which Nollywood character/s best describe your personality?

Honestly I don’t know, but my face is super expressive like Ini Edos.

What are you currently manifesting?

A car.

What do you not have time for? What do you have all the time for?

Disrespect. Love.

If you could pick any fruit to accurately match you, which one would it be?

Easy, a mango. (Pun intended lmao).