Mutiat Lawore 
Toyosi EtimEffiong is a versatile media entrepreneur who is supporting the telling of authentic African stories to a global audience. She has over nine years of multifunctional experience across the media industry – both locally (in Nigeria) and in the United States. Toyosi doubles as the founder and CEO of ‘That Good Media’, a boutique media company that specialises in creative solutions, talent management, public relations services, content creation and distribution. In this interview with MUTIAT LAWORE, Toyosi spoke on the forthcoming Essence Film Festival, why a creative person needs a talent manager, marriage to filmmaker, Daniel EtimEffiong, among others. Excerpts:
What is the drive towards the 2024 Essence Film Festival?
I’ve known about Essence for a long time. It started 30 years ago, and I’ve attended their programmes several times. When I heard that they have incorporated film into the festival; called Essence Film Festival, I asked if it’s for black people or Amer- icans and they said it’s for black people generally. I thought to myself that Nigeria is the most populous black nation in the world, and Nollywood is the second largest film industry in the world, so, there is no reason we shouldn’t be part of the film festival. I made a presentation, sent a request and it was granted.
What was the first thing you did to get the stakeholders on board?
In the first year, I went with people that were close to me, people that I knew I could reach out to because everything happened fast. I reached out to some players in the industry and they were available to travel with me. In the second year, we had a stakeholders forum, we invited the media, and we told them what we were doing. So, we are doing the same thing this year to let the people know that we are doing the third in a row. Last year, there was Nigeria day and it was a miracle because it wasn’t something that we expected. I expected us to be on the stage in one corner and have conversations to get people to know about us. It is clear that Nollywood is a force to reckon with, and giving Nigeria a day was an opportunity for us to showcase our contents. We had panel sessions, which gave us time to interact with fans, who had come from all over the United States of America and other parts of the world to attend the event.
What then is the big takeaway this year?
This year, we are not having a day to ourselves, however, we are having a place on the main stage. We are go- ing to interact with filmmakers from other countries. We are also going to have conversations, which I believe will really foster collaborations.
You are doing amazing things alongside your husband, is this deliberate?
No. We didn’t plan it. He’s doing well at what he does and I’m doing well too. I strive to have a touch of excellence in whatever I do. Excellence is always noticed in anything I do. A city set on a hill cannot be hidden. You cannot hide because your work will publicise you. My husband is doing excellent work as an actor, he is already a filmmaker and watch out for him because big things are coming.
Do you have plans to feature in any of his movies?
If he can pay my charges, definitely I will act in his movies.
How does your husband see all these things that you are doing?
My husband is an actor, Etim-Effiong Daniel, and he is very supportive of all that I am doing. He allows me to fly, and to be whatever I want to be. If I get back home and I tell him that I want to start cooking, he will endorse it. He believes in me, my ideas and my dreams. This has also helped his brand because he gets mentioned too.
Are you comfortable being married to an actor?
Yes, I am extremely comfortable being married to an actor because we have 100% communication. Initially, I was very insecure and scared and I would sometimes make comments like ‘the way you kiss that girl is the same way you kiss me.’ He would simply me tell it is the job that is paying his bills. Now, I am more comfortable and well acquainted with a lot of actors and actresses, we respect ourselves and the job too.
How then did you venture into what you do?
I obtained a degree in production and broadcast journalism before I met my husband. I was in the banking sector before, but I w a s n ’ t cut out for the job, so I switched career, and I decided to go into journalism. I started my journey in the industry and it turned out that I fell in love with an actor and we are now a show biz family. He’s the show and I’m the biz.
So, are you fulfilled?
Let me tell you a bit of what my company does, the company’s name is ‘That Good Media’. We have a talent management division. In the agency, Shaffy Bello, Omowunmi Dada, Linda Ejiofor, Ibrahim Suleiman, Etim Effiong, Sophia Momodu, and Chimezie Imo among others are our clients. Our job is to get projects for them, go through their legal contracts and we cross all the T’s and dot all the I’s. That’s the business, and it is fetching us money. Talent management is new in Nigeria, it’s not part of us. They didn’t think talent managers should earn part of the money of a talented person and because of that there was a pushback.
Do you think more talents are beginning to recognise the need for talent management?
Absolutely, when you have a talent manager, it gives you time to focus on your work. You don’t have to worry about accounting, the legal aspects and other things. You can actually focus on your craft. If you don’t have a manager, you are your own accountant and everything. I think the people in the industry, especially the upcoming ones, are beginning to see the importance of it. Those who have more exposure see how things work in other parts of the world and they now understand the importance of having a manager. Again, we can negotiate better than you the talented person. People will call you and tell you to act in a film, but now they can’t do that. They have to speak to a manager, who will say this is the least they can do and if you really want them in your film, you will pay.
Do you go beyond Nollywood?
Right now, it’s just actors. We have dabbled into other industries, but right now, we want to focus on acting. We can look for opportunities for them in other parts of the world.
What then is your ultimate goal?
There is always a bigger plan, but like I said, we are moving gradual- ly. But right now, I just make sure I stand as a bridge that people can cross between Nollywood and other industries around the world. Some feedback that we get is that they don’t even know where to find our actors because we don’t have a data base. I will soon invite you for the launch of a proper database for the stakeholders in the industry, we are taking it step by step.
You have a young family with very busy schedules, how do you combine the tasks?
It is a good time to thank God for my support system. I have an understanding husband; and with my mum at home, I can balance everything that I do. I am very grateful to God for that.
