In recent years, the term influencer has become more popular globally, ‘Influencer marketing is a form of marketing in which focus is placed on influential people rather than the target market as a whole. It identifies the individuals that have influence over potential buyers and orients marketing activities around these influencers.’ The idea of influence is more dynamic and youthful, it’s appeal is gotten from young, creative, conceptual savvy individuals ready to express why they follow a particular idea or concept with extreme confidence making others follow suit. Brands need influencers to make the kids (which count for a large percentage of today’s market) understanding their brand value, by having influencers push the product it gives a more organic feel to the marketing.
Influencers popping up in Africa is a product of a growing paparazzi culture, as the culture grows and matures into a more structured form each scene is highlighted by specific individuals which bring glamour, shine and attract views to their craft and everything that surrounds it. It’s appearing a lot more in the younger generation, one established around a culture they’ve created themselves, the Alté kids, a New Age has their eyes on their peers, the selected, talented Africans in different fields creating (unknown to them) a certain influence and celebrity culture around their come-up and environment. They have an attractive aura to their influence, its creative, innate and well are documented with the birth of a strong photography culture and media platforms being created for this purpose which is what the paparazzi culture will spring forth, a stage for them to exert their influence as the cameras flash away.
Our paparazzi culture is in its early stages, it still has a refreshing essence to it. It hasn’t yet become an abusive relationship between ‘celebrities’ or ‘influencers’ (as we call them) and photographers. We have photographers like Thompson framing time and culture with memorable moments and quite a number of inspiring figures. – Sessi Kosh, Stylist and Creative Curator of Clearly Invincible.
Ashley Okoli, a 19-year-old Nigerian influencer, muse, and designer using her strong followership and unique style as a tool to push both her brand and other products. This photo essay is curated around Nigerian fashion brand Clearly Invincible and Ashley as a visual take on an influencer’s everyday life.
Images: Fifo Adebakin
Creative Direction: Sessi Kosh
Styling & Muse: Ashley Okoli
MUA: Cass Koncept
Creative Assistant: Nasir Ahmed.
Words: Adedayo Laketu