Her desire to make Africa a global fashion hub led Joan Okorodudu, Isis Model boss and creative mind behind Africa’s Next Super Model turn a rejection from a prospective sponsor at the formative period of her pursuit into an elixir that she needed to push forward her passion to an enviable height of success in the modelling industry.
After close to two decades, Africa’s Next Super Model competition has become a reference point having changed the face of the industry.
Describing herself as a change agent, Joan Okorodudu, in this interview talks about scouting for raw modelling talents from the remotest places on the African continent and refining them to compete with supermodels on the global stage.
What was on your mind when you started Isis modelling agency?
I travelled with Lexy Mojo Eyes who had invited me to the Ford Model contest in New York. I was already planning to come to New York, so, I flew down and after the Ford Model contest, I told myself that I can do this. I can relate to that because even in the university, I was always trying to do fashion. When I returned to Nigeria after graduating, I took part in the Miss Nigeria beauty pageant where I was the first runner-up after which my love for modelling was birthed. Upon my return from the event in New York, I decided to do a modelling contest. That was during the ASUU strike in 2007. I also launched a fashion outfit, House of Jola. While at that, I approached a bank for support but the woman in charge told me that my choice of name, Nigeria’s Next Super Model wouldn’t fly except the American version. As such, if they couldn’t support I will support it. I wasn’t disappointed. Instead, I was determined to prove her wrong. We have transcended into Africa’s Next Super Model contest.
What drives your passion?
I do not want to sound immodest but I can safely say that this show has become Africa’s most prestigious modelling competition. It is a passion matched with hard work and tenacity of purpose. My goal is to take the African continent to the world stage, harnessing raw talents from the remotest of areas and giving them a lifeline while competing with the world’s supermodels. I want to make an impact on the lives of young African men and women. I want to be a change agent in the story of nothing to something. I am glad to watch models flourish in their natural talents.
Most times, great-looking models in Africa have been discovered in refugee camps. Is there any particular reason?
Great-looking models have been discovered in refugee camps. On the 18th of this month, I will go Kakuma refugee camp with the CEO Select Global Model. There are many young men and women out of refugee camps doing very well. They are changing the lives of their family, taking them out of the refugee camp. I have models who have done some of the most amazing shows and campaigns in Europe. Imade Ogbe, the model in 2011 Nigeria’s Next Super Model Show got a car and is still working up till now. She is doing well in New York, and then, of course, has transformed her family. Recently, I booked her for Victoria’s Secret with Isis Models. It is not just refugee camps. I also have Omolola who was first runner-up to Ibukun. Ngozi Anene, and Victoria Daropale, both booked for Prada directly. Omowunmi Shodeko also closed the Louis Vuitton deal last season. One of our major feats is taking a young Nigerian girl, Ngozi Arimoku, from the street of Sapele and having her modelling in London. Many Nigerian girls are doing so well. Two other Nigerian girls were featured in Africa’s Next Super Model in Rwanda.
Nigerian boys and girls are doing well in the industry. My pride is that my booker today has the largest number of male models and when it comes to campaigns, they are doing well. Aisha Bello who won the 2009 edition is doing great too. I am proud that I am the prodigy of some of these models. I have been able to change the lives of a lot of people. I can’t count the number of top stars in Nigeria who came out from here. I can tell you that there is the South Sudanese in the refugee camps, and there’s something about them. I have the largest number of models. You will find some of the best models out there.
What were the challenges you encountered in the early days and how did you surmount them?
It was basically because people do not understand what modelling is all about. People are judgmental and do not understand the business. But I’d rather focus on moving forward. I want to focus on my achievements, the fact that, I have worked so hard. And the equation in this whole thing is God. Don’t try to bring down somebody who God has befriended because when I talk to God, He fights for me. I like to use the example of the Pandora box. Instead of trying to bring a competitor down, concentrate on working. What I did was concentrate on moving forward not minding what was thrown at me. I was focused and it worked. I am inundated by numerous young men and women from the African continent. The Pandora box has two sides. One is filled and the other is empty. The empty ones are on social media. I don’t do packaging. I am genuine. There was a time when I couldn’t get press mention. Those were the challenges. It was so difficult to get my story out then but when the social media came, the young boys and girls were on Instagram. People began to see my work. We have the largest number of working models as evidenced by models.com or models.com. We have the largest number of African working models and you’ve seen all of them with campaigns from all the top brands. All the top brands make models doing major campaigns.
What distinguishes Isis Modeling Agency from other modelling agencies?
It is my tenacity to succeed. I work a lot, sometimes, I book directly. A lot of my models, when they debuted I booked them directly. I also have some great partners in the industry. I like to work with bosses and those that can understand. And then, of course, I take care of my models. I pay their school fees from the beginning. I was paying for all the tickets. I always try to see how these models can work. I have model apartments, so when the teething period comes, it will be easy for them before they can now start renting their places. These are some of the things that set me apart from the fact that I check their mental status.
What difficulties do aspiring models encounter in this sub-sector?
My difficulty in the modelling industry is that I used to take a model out of pity and sympathy and like out of four seasons. But these days, I concentrate on what I call the money-making models. So, we’ll go and have the same staying power. There are three sets of models there. Back in the day, it used to be difficult for black models. And it’s just indicative of how things have changed in the world. And I’m glad to say that I’m part of this journey. The modelling industry is tough. Some are not working really but maybe to keep their visas working and they know they have to do something, like, that are like small jobs. Then, some models make mega money. Then, there are Instagram models. They do E-Com. They only post. Some models are making so much money that they have no time to post. So, you see me posting for them and going after these shows and after the work, after they go back, maybe post one, but there’s like a second tier, top tier. They have second-tier models that do Eco and make a certain amount of money. You have some models who are not working but are on Instagram and showing everything. So, my advice for tomorrow is for them to get a second income. That’s why some models are influencers. Some are making big money in the industry, while others are struggling, trying to sell online. But right now, when I see a model, I tell them the truth. If you cannot make money from the industry or don’t have what it takes to be in the top tier, I will advise you. A lot of them that I have advised have gone to other agencies and eventually, they are no longer working.
Can you tell us the process of securing the modelling assignment?
About securing modelling jobs, I have a company called Misha in Nigeria that constantly helps to get jobs for my models, even at this critical time. Even in Europe and South Africa, there are what they call castings. And through the process, once, twice as the case may be and after that, if you’re lucky, you are confirmed. What I look for is a model that can make that money and change the lives of her family. So, you have to have good clean skin. You have to be of good manners with no issues. Recently, we got a young Nigerian boy, Sheyi who is going to do St Laurent. He was scouted on the street. He had gone to Paris but had to quickly return to finish his school certificate examinations. He is getting ready for a life-changing opportunity. I am so happy.
What should the continent expect in this year’s edition of the show in Kenya?
Africa’s Next Super Models 2023 promises to be a landmark event that celebrates the diversity, creativity, and raw talent of African models. It will showcase the immense potential that lies within the continent and reinforce Africa’s position as a global fashion hub. This is our second season. The first edition of the show was in Kigali, Rwanda, in November 2022. Last year was the debut of Africa’s Next Super Model show with 15 agents from all over the world. It was breathtaking. This year’s show is scheduled to take place in Nairobi, Kenya. About 31 agents have indicated their interest to attend the show. The event will include an intensive training programme, grooming sessions, runway shows, and industry networking opportunities, all aimed at preparing the models for successful careers in the fashion industry.
What gives you fulfilment in this job?
My fulfilment comes when I see these young men and women do well and can change the lives of their families. I’m happy because, most importantly, my husband, Air Vice Marshal, Terry Okorodudu (retd) has been my backbone with the help of God. He has continually pushed me. Now, I have my grandchildren. They are joyful in everything I do in this job, from my interviews on BBC to everything. And I want to leave a footprint, knowing that in the next hundreds of years, someone who’s still modelling, that is if Artificial Intelligence doesn’t take everything away, can say, there was one woman who left these footprints. We have over 100 models that are waiting. Others wouldn’t have been able to achieve success because when I start to scout then I will monitor them in the group. My joy also comes when I see my models’ statements. I am overwhelmed by their success stories from nowhere to somewhere. Sometimes, I just cannot believe their transformation when they paint them. I still wonder and never have imagined that I could be part of the success story. But I am humbled, realising that this small seed planted has grown to such heights. It tells me that we have our due seasons in life when things happen to us. But when you think of refugees, I was also a refugee or what do you call what I went through? I was also a refugee. When I was a little girl and the Biafran war came. I remember when the bombs were coming down and we were going into the bunker. Who didn’t remember? And we became refugees. The only difference between these models who are discovered in the refugee camps from my own refugee is that I came from somewhere. I lived in Biafra at that time but we didn’t know where we belonged, whether we belonged to Nigeria or whether they belong to Africa.