The first time I heard the term “multi-hyphenate” was about three years ago, and it immediately intrigued me. At the time, I was juggling roles—training to be a physiologist, writing screenplays, dabbling in directing and social media content creation, and learning UX research and design.
A multi-hyphenate is essentially someone with a dazzling array of careers and interests—so many that you’d need a lot of hyphens to list them all. It’s a term often used in entertainment, describing people like Kunle Afolayan, who is a Director-Writer-Actor-Producer, or Rihanna, a Songwriter-Singer-Actress-Model-CEO.
But the multi-hyphenate lifestyle isn’t limited to entertainment. Think of Ronald Reagan—Actor-Politician-Spokesperson-Motivational Speaker, or Arnold Schwarzenegger—Bodybuilder-Actor-Governor. Today, Jemima Osunde is an Actress-Model-Physiotherapist-Voice-Over Artist. I even heard that Dr. Dre, a legendary music producer, is eyeing the 2028 Olympics for archery. Because why not?
Multi-hyphenates epitomize potential realized—they chase every passion without hesitation. I believe that if anyone can change the world, it would definitely be a multi-hyphenate because of how in touch with multiple segments of society they are. And true to my belief, I spoke with a Nigerian multi-hyphenate who is truly changing the world, beginning from the creative space. She is none other than Aisha Adamu Augie, who recently added Director-General of the Centre for Black and African Arts and Civilization (CBAAC) to her already impressive list of roles.
When I first heard of Aisha Adamu Augie, it was from my sister who is a filmmaker X activist. She referred to Aisha as someone she looked up to because Aisha was bold enough to be and do all she wanted to. Aisha, in multi-hyphenate terms, is a Photographer-Filmmaker-Activist-Politician-Advocate-Communications Strategist-Public Speaker, and more. She shared her thrilling journey with me and offered a glimpse into the incredible work CBAAC is doing.
But before we dive deeper into the CBAAC and their work, let’s look at how Aisha became all she is today.
Like many teenagers, Aisha too felt a little confused and went through the typical journey of not knowing who you are and what you want to be. For young people in Nigeria, this usually happens in that space between Senior Secondary class 2 (SS2) and the first year of the university, when you have to fill out your Jamb form. But for creatives, it can extend even longer into their 20s. But it is so much harder for multi-hyphenates due to their many skills and talents. Aisha explains it thus: “As a young person, deciding my career and what I wanted to do in life, obviously, was confusing. I am someone who loves doing many different things, but I started out studying mass communications, and I already had a love for creative art. I could paint, I could do photography.”
Aisha’s love and curiosity for art began very early in her life. She was eager to know how the image she could see with her bare eyes became a piece of paper, and to answer the question, her father got her a little camera, and sometimes, would help her print the images she took. However, like most Nigerian children interested in the arts, she never thought photography could be a career. Thus began her adventure of trying many things, doing many jobs, and living many lives. Aisha shared this with us – “ I’ve done everything from customer care to marketing, to radio. I was on the radio for almost a year. I tried so many different things, but then, the creative side of me just wouldn’t let go.”
By the time she became a successful head of HR in an insurance and pension firm, she was married with kids. It was at this moment that she decided to become a full-time photographer because she needed to do a job she was entirely in control of, especially as it concerned working hours. “Photography was perfect for that because it gave me a timeline that would allow me to have time for the home and the kids. At that time, I was doing a master’s, and then I had two young kids. So it was extremely overwhelming.” She explained
So, with a new camera gift from a friend and money she had been saving for photography equipment for almost six years, Aisha was ready to give her photography dream a go. It turned out to be a rewarding experience for her because she got to do what she loved daily, and to her, it didn’t really feel like work. She said this move changed her life and made her less stressed.
When we asked the Director-General how she manages her diverse career paths, she shared: “Being a multi-hyphenate allows me to work across different sectors, integrating my creative side with both private and government roles. Even on exhausting days, my passion keeps me going. I advise young people to pursue what they love, as it makes the hard work worth it.”
Aisha continued excelling in her media work from 2008-2015, but she also faced the biggest challenges that freelance creatives face – financing and support. She, however, stumbled into government policy-making through her documentary career when she worked with development agencies such as UNDP, Oxfam and ActionAid. She was frequently puzzled by why the government wasn’t addressing certain issues. This curiosity revealed a lack of support for sectors that had significant potential for impact. “I always asked, ‘Why isn’t the government doing anything about this? Why are other agencies coming from abroad to do work that’s already budgeted for?” Aisha commented.
In her observations, she noticed that every company, politician, and public figure relied on photography, video, and art—yet, these artists and creators often faced a lack of financial and policy support. She felt there was a significant gap in documentation and policy.
Realizing the need for representation, she decided to become an advocate. As one of the few female photographers from Northern Nigeria, with contemporaries like T.Y. Bello and Yetunde Ayeni-Babaeko, she saw a crucial opportunity to tell untold stories. She reflects, “Becoming an advocate has changed the way I see things because I’m learning and adding research to use as much data as I can to convince people that the creative and cultural sector actually makes an impact.” Her advocacy work now aims to bridge the gap and provide the support that the sector desperately needs.
The term “multi-hyphenate” might be new to you, but you’ve likely heard the phrase “Jack of all trades, master of none,” often used derogatorily to describe people who pursue multiple interests. However, the full quote—”Jack of all trades, master of none, but oftentimes better than a master of one”—tells a different story. This quote highlights that multi-hyphenates, or Jacks of all trades, often achieve greater success than those who focus on just one thing. Aisha Adamu Augie exemplifies this, excelling in various fields and driving meaningful change through her work. She sheds light on how deeply the creative economy is intertwined with culture, emphasizing that elements like fashion are integral to our cultural identity.
She highlights the global influence of Nigerian artists like Burna Boy, who “is filling stadiums worldwide,” and adds that artists like WizKid and Femi Kuti, not only make music but also boost infrastructure and merchandise, showing their far-reaching impact.
Aisha also discusses the broader economic impact of the creative and cultural industry: “The Super Bowl set revenue records last year because people followed their passions, creating jobs and opportunities around their talents. Nigerian youths can now aspire to careers like culinary art, inspired by a Nigerian chef who broke a Guinness World Record.”
Reflecting on her own work, Aisha notes, “As a photographer, I’m not just taking pictures; I’m supporting various services like electricity, rent, lighting, makeup, and styling. This interconnected network shows that the creative sector extends far beyond entertainment.”
Her understanding of this broader impact drives her advocacy for the creative economy. “Acknowledging the broader impact of creativity, culture, and sports on our economy and society is essential. It’s about supporting and valuing the significant contributions of these sectors.”
Aisha’s work with CBAAC gives her even more opportunities for creative and cultural advocacy. The Centre for Black and African Arts and Civilization (CBAAC) is a monumental institution born from the historic 1977 Festival of African Arts and Culture (FESTAC). This groundbreaking event brought together representatives from 56 black African nations and diaspora communities, celebrating Africa’s rich heritage through music, dance, art, and crafts. The festival, which spanned a month, showcased the continent’s diverse cultures in an unprecedented manner. And through it, one of the largest festival cities in West Africa was born, what Lagosians now know as the area, FESTAC.
In the wake of FESTAC, CBAAC was established to safeguard the cultural treasures and memories gathered during the festival. The center plays a pivotal role in preserving and celebrating African heritage, housing extensive collections of artifacts, recordings, and documents from the event. It boasts facilities such as museums, a research unit, and a children’s library, ensuring that FESTAC’s cultural wealth remains accessible for education and inspiration.
Aisha tells us that her role at the Centre is to promote African contributions to global civilization and remind us of our rich heritage, despite colonial distortions. The CBAAC aims to foster pride in our history and connect our cultural similarities. As the Director General of the Centre for Black and African Arts and Civilization, Aisha Adamu Augie highlights, “It’s important for us to understand that a lot of our history has been changed. We need to have pride in who we are and what we do. We had our own structures and systems that were sophisticated and influential before colonization.”
This history proves our strength and nobility as a people. For instance, many Yoruba in Brazil, known as Quilombos, preserve our cultural heritage in ways that highlight their deep connection to Yoruba roots. Recently, the Ooni of Ife visited Brazil and declared Quilombo as Yoruba territory. This cultural continuity serves as a reminder that we are all one and our roots are deeper than what meets the eye.
Aisha emphasizes that we need to celebrate and understand our historical and cultural achievements, as “We are not as terrible as the world portrays us to be. We have always been powerful and royals in our own right.”
The Centre is committed to digitizing and sharing this rich history, aiming to remind younger generations and the world of the excellence of the Black and African race. This effort is part of a broader vision to unify Africa, promote collaboration over competition, and showcase our greatness. The centre is timely because just recently, a new wave of South Africa vs Nigeria war has begun with the Bolt trips war recorded in the last few days, while we are still in the ever-continuous Jollof wars with Ghana. Now more than ever, there is a need for unity amongst Africans.
Reflecting on her journey, Aisha hopes to leave a legacy of balance and impact. She advises young creatives and multi-hyphenates to embrace their diverse passions. “Pursue what you love and be an advocate for your field. The creative and cultural sector has the power to drive meaningful change and contribute to societal well-being,” she concludes.
Aisha Adamu Augie is a beacon of change in Nigeria’s creative and cultural sectors, advocating for a broader understanding of the creative economy beyond just entertainment. Her journey from photographer to leading advocate showcases the power of dedication and the profound impact of the creative industry on society. Through her work, Aisha highlights the vital role of the Centre for Black and African Arts and Civilization (CBAAC) in supporting and amplifying the voices of those in the creative and cultural sector.
Aisha’s story proves the power of passion and perseverance. It encourages you to embrace your multifaceted nature and stay true to yourself. Like Aisha, your unique path could inspire future generations and shape the future of creativity in Nigeria and beyond.
So, if you are a multi-hyphenate out there, own it! You are a Jack of all trades, and you know what? We’re the ones who will change the world!
