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Your journey into entertainment , how did it start?
My Journey into entertainment officially, started with TV in 2008 on the set of The Next movie Star West Africa show. But before then, I did BBC Certificate training right after the Next Movie Star show. The producer of the Next Movie Star wanted to start a TV platform which at the time was Excite On TV, where they made me the presenter, I did that 2009 to 2010. I resigned 2010 February 19th. I got a call from Consolidated Media Associates on the 22nd of February, that same month and I assumed work on the 23rd, the rest is history. Consolidated Media Associates are the producers of Soundcity. Spice TV, Village Square TV, Television and others, all that platform is by Tajudeen Adepetu.
My Journey into entertainment officially, started with TV in 2008 on the set of The Next movie Star West Africa show. But before then, I did BBC Certificate training right after the Next Movie Star show. The producer of the Next Movie Star wanted to start a TV platform which at the time was Excite On TV, where they made me the presenter, I did that 2009 to 2010. I resigned 2010 February 19th. I got a call from Consolidated Media Associates on the 22nd of February, that same month and I assumed work on the 23rd, the rest is history. Consolidated Media Associates are the producers of Soundcity. Spice TV, Village Square TV, Television and others, all that platform is by Tajudeen Adepetu.
The name Adams has evolved to become a big brand, how did you achieve that?
When I was going to debut on TV, I had a vision of what I wanted to become and who I wanted to be seen as. So working through the process of holding the brand over the years, I am not where I thought I would be, because they say “In the heart of the true greats, perfection is never achieved but endlessly pursued” I am still in pursuit of perfection, the best is yet to come.
When I was going to debut on TV, I had a vision of what I wanted to become and who I wanted to be seen as. So working through the process of holding the brand over the years, I am not where I thought I would be, because they say “In the heart of the true greats, perfection is never achieved but endlessly pursued” I am still in pursuit of perfection, the best is yet to come.
How have you been able to maintain the brand?
I think it is about not losing focus of who you envision to be, most importantly I try to stay out of trouble as much as I can and I focus on the job. I don’t even have a social life, I work all the time, I constantly work. The amount of times I have appeared on TV since 2009 till now is far more than some OAP’s have appeared in their entire career, that is how much I work. At some point, I was representing three platforms simultaneously. What I mean is in the morning, I am on set for Spice TV, in the afternoon, I am on village Square, in the evening I am doing Sound City Concerts, all simultaneously. That’s how hard I work and I think perhaps that is what has helped me this far.
I think it is about not losing focus of who you envision to be, most importantly I try to stay out of trouble as much as I can and I focus on the job. I don’t even have a social life, I work all the time, I constantly work. The amount of times I have appeared on TV since 2009 till now is far more than some OAP’s have appeared in their entire career, that is how much I work. At some point, I was representing three platforms simultaneously. What I mean is in the morning, I am on set for Spice TV, in the afternoon, I am on village Square, in the evening I am doing Sound City Concerts, all simultaneously. That’s how hard I work and I think perhaps that is what has helped me this far.
How do you deal with the attention, especially ladies because you are a ladies’ man?
Being the ladies’ man, for me, I think I don’t take it for granted, I don’t take ladies for granted, the female fans are the most important, why? Perhaps because they are the most engaged in everything that I do. The male fans are pretty busy and once a while, they have the opportunity to watch TV. However, the fans’ fall in love with VJ Adams, not Adams Ibrahim Adebola.
Being the ladies’ man, for me, I think I don’t take it for granted, I don’t take ladies for granted, the female fans are the most important, why? Perhaps because they are the most engaged in everything that I do. The male fans are pretty busy and once a while, they have the opportunity to watch TV. However, the fans’ fall in love with VJ Adams, not Adams Ibrahim Adebola.
What have been the ups and downs you have faced?
Just like every other entertainment career, parents might not necessarily be excited about what you are doing; they expect maybe a doctor, lawyer. My story hasn’t changed from every other top celebrity that has been interviewed in the past as regards parents not being excited about your career. However, I think I have been able to convince them that you can make a living off the kind of job I am doing, that was one of my dad’s greatest fear.
Just like every other entertainment career, parents might not necessarily be excited about what you are doing; they expect maybe a doctor, lawyer. My story hasn’t changed from every other top celebrity that has been interviewed in the past as regards parents not being excited about your career. However, I think I have been able to convince them that you can make a living off the kind of job I am doing, that was one of my dad’s greatest fear.
What did they want you to be?
Well, they thought, I’ll be an Engineer, why? Because back in school, I was super in Mathematics, I mean I had distinction in Maths, so they thought it was logical for me to be an Engineer, I did Civil Engineering in UNILAG and that was the time I knew, I cannot be an Engineer it won’t work. Part of the reasons is that my dad told me “if you can’t be the best, it is almost pointless.” I knew categorically, I couldn’t be the best engineer, I thought it was pointless, I had to read day, night to get a D, maybe a C. I thought it was just crazy, so right after university, I went for BBC training.
Well, they thought, I’ll be an Engineer, why? Because back in school, I was super in Mathematics, I mean I had distinction in Maths, so they thought it was logical for me to be an Engineer, I did Civil Engineering in UNILAG and that was the time I knew, I cannot be an Engineer it won’t work. Part of the reasons is that my dad told me “if you can’t be the best, it is almost pointless.” I knew categorically, I couldn’t be the best engineer, I thought it was pointless, I had to read day, night to get a D, maybe a C. I thought it was just crazy, so right after university, I went for BBC training.
What drove you into entertainment?
I started off as a model, why? I was walking into Unilag during my Diploma years and I saw a billboard of a guy and I am like “I fine pass this guy,” and the guy who was with me, told me the guy on the billboard was paid a lot of money, over N400,000, I was like what I should be able to make more money, so I went online at a cybercafé, goggled top 10 modeling agencies. I got contacts, made calls, set up meeting, and went for my photo shoot. Basically, I stated off as a model, I did some jobs; I don’t want to call names.
I started off as a model, why? I was walking into Unilag during my Diploma years and I saw a billboard of a guy and I am like “I fine pass this guy,” and the guy who was with me, told me the guy on the billboard was paid a lot of money, over N400,000, I was like what I should be able to make more money, so I went online at a cybercafé, goggled top 10 modeling agencies. I got contacts, made calls, set up meeting, and went for my photo shoot. Basically, I stated off as a model, I did some jobs; I don’t want to call names.
Then, would you say money motivated you?
Perhaps, when I was doing my diploma, I realized that all engineering students were always very serious, knot tie, I on the other side will just wear glasses, white shirt, jeans, by then I knew already that entertainment was my lifestyle technically, I already had the feeling about it and I used to write poems but at some point, I misplaced the booklet, about 100 leaves, filled up with poems, I could not find it anymore, I got heartbroken and I stopped.
Perhaps, when I was doing my diploma, I realized that all engineering students were always very serious, knot tie, I on the other side will just wear glasses, white shirt, jeans, by then I knew already that entertainment was my lifestyle technically, I already had the feeling about it and I used to write poems but at some point, I misplaced the booklet, about 100 leaves, filled up with poems, I could not find it anymore, I got heartbroken and I stopped.
Apart from what we see on TV, what are the other sides to VJ Adams?
VJ Adams is an entrepreneur, I have my production company, SOMAD Entertainment, which is the platform where I float my reality TV on Youtube, VJ Adams, the King of Talk,” The same platform I float my music, the music I put out. The same platform where I have artist management, so VJ Adams is a presenter on Soundcity, I do music; I am an entrepreneur/CEO.
VJ Adams is an entrepreneur, I have my production company, SOMAD Entertainment, which is the platform where I float my reality TV on Youtube, VJ Adams, the King of Talk,” The same platform I float my music, the music I put out. The same platform where I have artist management, so VJ Adams is a presenter on Soundcity, I do music; I am an entrepreneur/CEO.
How rewarding has it been financially?
God has been faithful to me in the last four years because I can say that I have been able to grow each passing day, I have gotten better with my craft, I have made more money each passing year. VJ Adams is able to afford anything he wants, that is pretty much of it.
God has been faithful to me in the last four years because I can say that I have been able to grow each passing day, I have gotten better with my craft, I have made more money each passing year. VJ Adams is able to afford anything he wants, that is pretty much of it.
Apart from presenting, what else would you like to do?
Acting. I was supposed to be an actor, I have gotten some few scripts but I declined because there are somethings I can’t do at this stage, maybe I’ll work on my movie, which will eventually debut. I have had a meeting with my team, I am supposed to do my movie. “VJ Adams, Paid to Talk” documentary film, but much later.
Acting. I was supposed to be an actor, I have gotten some few scripts but I declined because there are somethings I can’t do at this stage, maybe I’ll work on my movie, which will eventually debut. I have had a meeting with my team, I am supposed to do my movie. “VJ Adams, Paid to Talk” documentary film, but much later.
Why did you decide to venture into music?
Like I said, at some point, I used to write poems. So it has been a part of me somehow, I am doing music in capacity as Executive Producer, I am not singing.
Like I said, at some point, I used to write poems. So it has been a part of me somehow, I am doing music in capacity as Executive Producer, I am not singing.
Are you in a relationship?
I am married to my job.
I am married to my job.
You’ve been linked to some female celebrities in the past, the likes of Chidinma. Is there actually a relationship?
Chidinma is my friend; we were very close friend until the media issue got into it. I am not dating Chidinma, I never dated Chidinma, she is a friend. I have a lot of respect for her art, she is a great singer, focused on her career. She is a little more focused than some female singers I have met in the past few years. However, that is where it is, I have never dated her.
Chidinma is my friend; we were very close friend until the media issue got into it. I am not dating Chidinma, I never dated Chidinma, she is a friend. I have a lot of respect for her art, she is a great singer, focused on her career. She is a little more focused than some female singers I have met in the past few years. However, that is where it is, I have never dated her.
Who’s the special lady in your life?
It is really hard, think about it, VJ Adams is constantly working I am the lead presenter for all the other brands, you work 24/7, you put out music, you constantly record in the studio, you are working on your radio show, it is called “Know Your Music, you do your video game challenge every year, it is pretty demanding. You manage artist, I don’t have time. Women need time, I don’t have that time now.
It is really hard, think about it, VJ Adams is constantly working I am the lead presenter for all the other brands, you work 24/7, you put out music, you constantly record in the studio, you are working on your radio show, it is called “Know Your Music, you do your video game challenge every year, it is pretty demanding. You manage artist, I don’t have time. Women need time, I don’t have that time now.
How do you unwind?
I play video games that is all I do. At some point, I used to run a video game centre as a kid at my parent’s house, when I was about 13, 14.
I play video games that is all I do. At some point, I used to run a video game centre as a kid at my parent’s house, when I was about 13, 14.
What was growing up like?
I grew up in my parent’s house at Ejigbo, Lagos, Nigeria, I am the last of five, so I grew up with older people, perhaps that helped my maturity, I got matured pretty fast. When I was 12, I remember I was in JS2, my dad called me, he said “look, if I die now you are going to go hungry and you’ll starve, all man for himself, God for us all.” So you need to tell me what you can do, to make money, that is what brought about the idea of the video game house. So, I started making money at 12, I have been a hustler since.
I grew up in my parent’s house at Ejigbo, Lagos, Nigeria, I am the last of five, so I grew up with older people, perhaps that helped my maturity, I got matured pretty fast. When I was 12, I remember I was in JS2, my dad called me, he said “look, if I die now you are going to go hungry and you’ll starve, all man for himself, God for us all.” So you need to tell me what you can do, to make money, that is what brought about the idea of the video game house. So, I started making money at 12, I have been a hustler since.
Have you ever thought about becoming an ambassador for other international brand, like a VJ?
First I’ll have to sit with my team to know what they offer, because at this point, thinking about Africa, Soundcity is not just about Nigerian, it is about 53 countries across Africa. I have hosted gigs in Liberia, Serra-Leone, concerts all from the Soundcity platform, what else any other platform wants to offer me, I really don’t know yet.
First I’ll have to sit with my team to know what they offer, because at this point, thinking about Africa, Soundcity is not just about Nigerian, it is about 53 countries across Africa. I have hosted gigs in Liberia, Serra-Leone, concerts all from the Soundcity platform, what else any other platform wants to offer me, I really don’t know yet.
How would you describe the journey so far?
It’s been incredible, it has been overwhelming, humbling, and stressful but fulfilled. But I am not where I thought I would be yet. I have a lot to achieve, as a matter of fact, I just started. Part of the things that keep me going is, I constantly have charts with DJ Jimmy Jatt, he has been able to sustain a brand for over 25 years, you need to constantly reinvent yourself, you need to stay hungry, you need to act like you are doing it for the first time, so I get on set each time like it is going to be last, I make it feel like I am doing it for the first time, you need to create an impression, people need to love you through your works, they might not like you, your work is paramount. The minute people start not liking to see you on TV, you are in trouble. It is easy for people to get bored, you need to be constantly fresh, which is a lot of pressure for someone like me.
It’s been incredible, it has been overwhelming, humbling, and stressful but fulfilled. But I am not where I thought I would be yet. I have a lot to achieve, as a matter of fact, I just started. Part of the things that keep me going is, I constantly have charts with DJ Jimmy Jatt, he has been able to sustain a brand for over 25 years, you need to constantly reinvent yourself, you need to stay hungry, you need to act like you are doing it for the first time, so I get on set each time like it is going to be last, I make it feel like I am doing it for the first time, you need to create an impression, people need to love you through your works, they might not like you, your work is paramount. The minute people start not liking to see you on TV, you are in trouble. It is easy for people to get bored, you need to be constantly fresh, which is a lot of pressure for someone like me.
Which of your works, would you say was the most memorable?
Liberia, why because, first it was to conquer Lagos, then Nigeria, then you get a call to be booked in another country, in that same country, they have other VJ’s, other personality that they can call or use to host the gig, I got on stage with over 35,000 audience and they were screaming VJ Adams, that is fulfilling for me. It means you have been able to take your craft beyond local market, you’ve been able to go a lot international perhaps, Liberia was the most exciting.
Liberia, why because, first it was to conquer Lagos, then Nigeria, then you get a call to be booked in another country, in that same country, they have other VJ’s, other personality that they can call or use to host the gig, I got on stage with over 35,000 audience and they were screaming VJ Adams, that is fulfilling for me. It means you have been able to take your craft beyond local market, you’ve been able to go a lot international perhaps, Liberia was the most exciting.
What state are you from, your real name and the decision to use Adams for TV?
Born in Lagos but I am from Ogun State, I am from the royal family of Oba Adetoye. Last of 5 kids, I have an elder brother, 3 sisters, nuclear family, I am Muslim and my real name is Adams Ibrahim Adebola. Adams is my surname, by the time I was going to debut on TV, I was sure I didn’t want to use a nick-name, so it was a battle to either use Ibrahim Adams or Ibrahim or just Adams but I settled for Adams.
Born in Lagos but I am from Ogun State, I am from the royal family of Oba Adetoye. Last of 5 kids, I have an elder brother, 3 sisters, nuclear family, I am Muslim and my real name is Adams Ibrahim Adebola. Adams is my surname, by the time I was going to debut on TV, I was sure I didn’t want to use a nick-name, so it was a battle to either use Ibrahim Adams or Ibrahim or just Adams but I settled for Adams.
About Unknown
Deji Sadiq, a.k.a DEJI OF LAGOS is a LASU trained Economist turned freelance journalist, a Blogger, an information strategist, a public affairs analyst and a committed activist with a passion for equal opportunities.
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