How it all started
Kemi got her first taste of the media industry as a little girl accompanying her father, Dele Adetiba, to radio and television stations. "He used to be an on-air personality himself and then he joined Lintas, the advertising company, and I was privileged to be behind-the scenes when some commercials were being shot. Actually I did some commercials myself as well." "I started my career relatively early, I think when I was about 21 years old, and I've been in the industry ever since. I joke with people that I feel like a veteran already." Hers is a story of luck, chance, opportunity and fate.
Her CV boasts a slew of radio and TV jobs where she acquired valuable experience which has attributed to her success. From her start as a radio anchor on Silverbird's Rhythm 93.7, Kemi transitioned to television, eventually securing a gig as a presenter on M-NET's Studio 53, a move which catapulted her squarely into the spotlight. "Every single person, opportunity and place of work has helped me along my career, whether good or bad.
Everything is a journey and you never learn anything if you stay static in a position or if everything goes exactly the way you want it. I can confidently say I am who I am today because of everyone that has given me an opportunity along the way."
Asked if she always had a flair for presenting, Kemi responded, "I still feel I don't. It takes a lot of mental preparation before I go on stage or before the camera is turned on. I still suffer from anxiety before I'm about to go on stage or when a director is counting down for an on-camera performance. The difference now is, I have discovered over the years, exercises that turn the anxiety or nervousness into adrenaline."
Pushing the boundaries
While currently living in New York, Kemi shuttles between the Big Apple and Lagos frequently. "I was in Nigeria four times last year for work. It's looking like I might be spending more time this year at home, or even moving back altogether. I just have to see what God has planned. Right now, I'm focused more on the production side of things. I direct and produce more these days, although there are a couple of projects coming up soon that'll put me back in front of the camera."
The global media industry is competitive, still Kemi has pursued her dreams relentlessly. Moving seamlessly from radio to TV, and now to film, she has been able to diversify her skills within the industry and isn't stopping anytime soon.
"I think it's just a natural progression.
I'm a restless person, highly ambitious, and I hunger to learn more. You tend to get the ‘side-eye' though, because you are a woman and have no formal training. Well, I couldn't do anything to change the former, but I ‘heck-sure' could do something to change the latter. So I picked up my junk and went back to school." She headed to the New York Film Academy and studied Film-making/Production.
"A lot of people thought I was crazy for leaving at the supposed height of my career, but I went through it, graduated, and I'm now better for it. I'm actually gearing up to do a more concentrated course in cinematography. I want to stand anywhere, open my mouth, and know what I'm talking about - at least within my industry."
Three, two, one, action!
Comedy, drama, documentaries, music videos... there is hardly any genre of film Kemi doesn't want to explore. She has boldly taken her new role in stride and isn't afraid to try something new. A normal working day for Kemi involves a very early start - usually three hours before call-time - because it is her job to make sure that the cast and crew are on set at the scheduled time. "When everyone is on set, we have a run through, with the actors alone, then with camera. The lighting crew come in and when everyone is comfortable, the assistant director screams ‘pictures up', then it's lights, camera, action!!! This is for film, though. Television is a different protocol."
Kemi's directorial debut was the 2008 feature film, Across a Bloodied Ocean. She also worked on the production team for the film, Duplicity, featuring Julia Roberts and Clive Owen which is due for release in the spring of 2009, as well as Breaking the Shell, by Italian director, Tommaso Bosco.
Some of her productions in Nigeria include the music video for TY Bello's 2008 hit single, Ekundayo, and some inserts for M-NET's Studio 53. Currently, she's working on music videos for some top Nigerian artists, television content for Nigerian stations and a documentary - and hopefully film - on a Nigerian musical legend. "I can't talk too much on specifics for any of the upcoming projects - for obvious reasons, but for most, production should be wrapped up and on the air before the third quarter of 2009, by God's grace."
Anything you can do, I can do better!
The role of a female director is a challenging one as it's a male-dominated industry, but this hasn't hindered Kemi's passion to succeed. "I really don't pay attention to the negativity. You can have reservations about a woman doing my job and being in my position but as long as you keep it to yourself, no worries. I just let my work speak for itself. You'll drive yourself crazy paying attention to anything else."
Even with all her experience and passion to succeed, work sometimes gets extremely challenging during production but for Kemi, it's all a learning experience. "Sometimes when problems arise, you may really want to run to a corner and cry on someone else's shoulder but there is no room for that, especially as a woman leading an all-male team. You suck it up and ‘come with it!!'
Getting personal
In-between directing and presenting, Kemi takes time to relax and find her centre. "I enjoy music a lot. I deejay, or spend my free time compiling music." She says her greatest strength is her "ability to love unconditionally", and her greatest motivation is the eagerness to succeed.
Although she has a preference for a certain type of guy - "give me intelligence and humour in any package and I'm good!", she responds evasively about her relationship status saying laughingly, "I'm very happy and extremely content." She thinks the pressure Nigerian women face to get married is ridiculous, "because if you rush them to go ‘in', they might end up rushing to ‘come out' as well. God's time is the best time!" Five years from now she hopes to have a family and to own her own television/ radio station.
Fashion and style
Kemi has nothing but high praise for the booming fashion industry. "Being a television personality, I have been fortunate to develop relationships with numerous designers like Jewel by Lisa, Mya, Lanre da-Silva, Ituen Basi and many others. I'm in total awe of some of the things that they come up with.
In fact, what I miss most about presenting work is the perks of free clothing," she laughs. She doesn't have a favourite designer but enjoys the pieces from the designers mentioned. Kemi describes her style as "comfortable, classy, tom-boyish, Audrey Hepburn, boho-street - it's just a fusion of everything. I have a purely eclectic type of style." When asked about the one accessory she couldn't live without, she cheekily responded, "I can live without anything, honey...except maybe money!"