Interview with Joeboy’s Creative Director: A Journey into Creative Vision and Innovation
Written by Ayafa Tekena
Interviewed by Toju and Tekena
Transcribed by Okolo Daniella
In the ever-evolving world of music and entertainment, the role of a creative director is paramount in shaping the public perception of an artist. Today, we delve into the mind of Joeboy’s creative director, a visionary who has not only guided the creative direction of one of Africa’s biggest music stars but has also launched his own creative hub, Knack collective. In this captivating conversation, we explore his journey, challenges, and the unyielding drive behind his success.
NTS: Can you tell us a bit about yourself and your role as a creative director?
AY Papii: As a creative director, my role centers around managing the creative outlook of brands, whether it’s a person or a company. I’m in charge of how the brand is seen from the outside, including the visual and artistic elements that shape its identity. My focus is on the approaches, styles, and creative execution that ensure the brand stands out. In essence, I orchestrate the creative narrative that defines the brand.
NTS: What initially sparked your interest in becoming a creative director?
AY Papii: I started as a self-taught videographer in 2020 to become a music video director. I admired industry greats like TG Omori and Clarence Peters, and I aspired to be like them. However, I realized my interests went beyond just video production. I wanted to create entire experiences, everything from events to marketing campaigns. The stigma of being labeled ‘just a cameraman’ motivated me to seek more, and that’s how I discovered creative direction. I researched, honed my skills, and ultimately found a passion in leading teams and developing the broader creative vision.
NTS: What was the first project you worked on, and how did it shape your career?
AY Papii: My first major project as a creative director was Joeboy’s ‘Body & Soul’ EP. This was a pivotal moment for me, transitioning from videography to full creative direction. The project taught me invaluable lessons in brand management, leadership, and delegation. I used to do everything myself, but this project showed me how important it is to trust and guide a team. It shaped my understanding of the role and helped me grow into a leader capable of orchestrating larger creative endeavors.
NTS: What are some of the biggest challenges you’ve faced in your career as a creative director?
AY Papii: Managing people is by far the most challenging aspect of my career. As a creative director, you can delegate tasks, but when things don’t go according to plan, the responsibility falls on you. It’s tough, especially when people don’t deliver on time, and you’re left to answer for the entire team. The creative ideas come naturally, but getting everyone to execute at the same level of commitment has been a learning process.
NTS: How do you handle the pressure of having to deliver fresh and innovative ideas?
AY Papii: To be honest, ideas come naturally to me, but the pressure can be intense especially working with an artist of Joeboy’s caliber. He’s a big name, and the demand for creativity is high. At first, I struggled with anxiety, but I’ve trained my mind to adapt. I constantly remind myself that there are people who would kill for this opportunity, so I don’t allow myself to give in to pressure. I push myself, knowing that the only way to stand out is to continually improve and bring fresh ideas to the table.
NTS: You mentioned working with Joeboy. Can you describe your creative process when tackling a new project?
AY Papii: My process is spontaneous. I start by listening to the song. It’s important for me to understand the message and the vibe of the track because the visuals or ideas need to align with that. Once I grasp the essence of the song, I start piecing together concepts. For instance, if a song evokes a particular emotion, I’ll translate that into visuals, from the artwork to the music video. The goal is always to create something that resonates with the audience and feels authentic to the message.
NTS: How do you push the boundaries of creativity during Joeboy’s rollouts?
AY Papii: I’m always thinking about ways to infuse new elements into his brand. For example, we recently incorporated acting into Joeboy’s rollout, something that isn’t typically done in Nigeria. The idea came to me randomly while driving to work, and it just clicked. We produced a short film as part of his music rollout, which gave a fresh and innovative spin to his brand. It’s all about being open to new ideas, staying detail-oriented, and making sure the narrative makes sense from start to finish.
NTS: How do you overcome creative blocks? Any techniques?
AY Papii: I don’t have a specific technique for dealing with creative blocks. When they happen, I just take a step back and give myself a moment. If I don’t have the luxury of time, I look for inspiration online. I follow a lot of creative professionals on Instagram and Pinterest. Sometimes, seeing what others are doing sparks an idea, and I run with it. I also remind myself of the privilege of being in this position, which fuels my determination to push through any block.
NTS: How is it working with Joeboy?
AY Papii: Working with Joeboy is a breeze because he’s committed and always willing to do the work. He’s very open to ideas, which makes the creative process enjoyable. All I need to do is give him the vision, and he’s ready to execute. It’s a partnership that makes my job not only easier but also more fulfilling because we’re both dedicated to producing the best possible outcome.
NTS: Can you describe a project you are particularly proud of, and explain why it holds a special place in your career?
AY Papii: One project that stands out is the short film for Adenuga, featuring Qing Magic. It was a milestone for me as it was the first time I had to manage a crew of over 100 people. The scale of the project was eye-opening. It made me realize how long the journey to my goals might take, depending on how I approach things. I learned the importance of time management, even though it wasn’t the smoothest experience.
During the shoot, a critical team member left in the middle of production, causing confusion. However, I credit my team, whom I call Young Legends, for their dedication. Despite the setback, we quickly reorganized and figured out a way forward because the show had to go on. Although we had to reschedule for another day to finish, the experience was a turning point in my career, teaching me adaptability and perseverance in the face of challenges.
NTS: What prompted you to choose the empty chair with the orange cloth as the visual representation for the EP cover of Body and Soul?
AY Papii: At that time, I was just starting to understand Joeboy’s artistic vision. We were going for a solemn vibe, as the EP reflected a phase in his life filled with emotional turmoil. Each song had a distinct tone of vulnerability, especially Surviving, which focuses on overcoming the hardships of life and relationships.
We envisioned a visualizer with a sensual dance performance, paired with angelic, mysterious curtains to evoke the right mood. Orange was chosen as a secondary color to complement Joeboy’s primary color, green, which represents his deep connection to nature. His tattoos, which depict forests and wildlife, speak to his love for the earth. The mix of green and orange on the cover brought together his authenticity, creating a soft yet impactful visual representation of the EP.
NTS: Can you tell us more about the record label, Young Legend, and how it has helped in improving Joeboy’s brand, as well as what we should expect next?
AY Papii: Young Legend is more than just a record label; it’s a creative hub. We offer label services but primarily provide a space where creatives can express themselves. Everyone at Young Legend has a unique skill set, and we aim to promote a new narrative in the industry. Our team values the work that has gone into shaping the music industry, and we are conscious of the kind of projects we take on.
We’ve already started hosting events like La Vida Night, a collaboration with Chibi Verse, where we’ve gone international, hosting shows in Lagos, Ghana, and Uganda in just eight months. Young Legend isn’t just about music; it’s about entertainment in its entirety. We plan to expand into art shows and other creative ventures. While I can’t disclose all our future plans yet, rest assured we’ll be rolling out more artists soon.
NTS: How do you stay current with trends while also pushing the boundaries of creativity in your work?
AY Papii: Staying current is all about observation. I keep up with trends but don’t let them dominate my creative process. Trends come and go, and once they fade, the content tied to them often loses relevance. Instead, I let trends influence my work subtly while remaining as authentic as possible. Most of my research comes from scrolling the internet, but I also spend time outside to gain fresh perspectives. It’s crucial to be present in various spaces to improve not only visuals but also events, seminars, and other creative endeavors.
NTS: Looking ahead, are there any upcoming projects or ideas you’re excited about?
AY Papii: I’m excited about expanding my creative horizons beyond Nigeria. I’d love to explore different cultures and artistic perspectives abroad. While there are several projects in the works, I’m not at liberty to discuss them until official announcements are made. But I don’t see myself ever stopping. There’s always something new to explore in the world of creativity.
NTS: What advice do you have for younger creative directors or those aspiring to enter the field?
AY Papii: My advice is simple: keep working. The more you work, the better you become. As long as you’re working hard with the intention of improving and you have clear goals, you can achieve anything. Creative direction can be taxing, and the risks are high, so you need to believe in yourself. Show up every day, no matter how tough it gets. Your efforts will eventually manifest in the projects you bring to life.
NTS: What else should we expect from you besides creative directing?
AY Papii: We’re also working on Knack Culture (Knackc), a creative movement that I co-founded with Ayomide, while Tobi serves as the Brand Manager. This movement focuses on everything related to art and Afro-culture, which is constantly evolving from food to entertainment. It’s not just limited to creative direction or music; rather, it’s a hub for all things art-related.
Knack Culture embraces a wide variety of talents, including artists, scriptwriters, video directors, and more. As I mentioned earlier about Young Legend, it’s not just a space for music or creative direction, but a hub where art in all its forms can thrive.
Ay Papii is the first major act under Knack Culture, and we also have a collective called Lyrical Lemonade, where we plan to release albums and songs soon. Our goal with Knack is to go beyond the traditional space, breaking boundaries and delivering impactful visuals. It will be a place where creativity can be explored without limitations.
Additionally, we aim to collaborate with as many creatives as possible, especially within Nigeria, to foster and uplift Nigerian art and culture.
In a field where creativity and leadership intersect, Joeboy’s creative director has proven that passion, perseverance, and adaptability are key ingredients to success. His journey from self-taught videographer to the helm of Joeboy’s creative vision is a testament to the power of following one’s instincts and pushing past limitations. With the launch of his creative hub, Knackc, he continues to inspire others to think beyond the ordinary and embrace the infinite possibilities of creativity. We can’t wait to see what’s next from this trailblazing creative force.
