''I have never had an embarrassing moment'', OAP Omobolanle Soyombo a.k.a Alewabiokin

Change is constant, they say, and broadcasting, like every other profession, has evolved over time in Nigeria. Back in the days, broadcasting was very regimented and monopolised by the government until mid-90s when the law protecting the monopolisation was relaxed to accommodate more broadcasting houses (radio and TV). As of this day, there are over 55 radio stations in Lagos state alone providing different job opportunities for people among which are freelance broadcasters. Freelance broadcasting entails providing broadcasting services to media outfits on contract basis like Kolawole Olawuyi, Gbenga Adeboye, etc. did in their days and many like Baba Gboin, Yemi Shonde, etc. are doing now. So, on one of the days, I, Yamilenu Bamgboye, got up close and personal with one of them, Omobolanle Soyombo, a.k.a Alewabiokin.

Alewabiokin is a household name. Her foray into broadcasting started in her undergraduate days out of sheer passion when she co-hosted a show on Radio kwara with Irantiola Olutayo, a 300l student (of UNILORIN) who doubled as her mentor that year. Shortly after, she was lucky enough to get a gig first with Radio Kwara and then Kwara TV in Illorin where she schooled. Having been on air for more than 20 years constantly doing what she's best at, she has received awards for the best Yoruba presenter of the year a couple of times. She is the CEO of BonTalk Media and the host of a number of shows on different stations: Atajere, Oju Oja, Yoruba Dun L'ede, Cowries and Cash including the popular Yoruba programme, Agbo Ogbon on Faaji 106.5 FM, a sister station of Ray Power 100.5 FM. In this interview, she delves into the ins and outs of freelance broadcasting and the Alewabiokin brand. Enjoy!

Has it always been radio, radio for you? Why radio?

Not only radio.

One funny trend that is common to Yoruba presenters is how much they enjoy being on "every" Yoruba station. Why is that?

On every Yoruba station? Do you know how many stations are there in Lagos alone? There are over 54 stations alone in Lagos. You can add any other one you know to the list. 90.7 Champion FM kicked off their test transmission recently. As a freelance broadcaster, one station won't do. At least as a freelance OAP, you should have like four stations you work with possibly, the same state to reduce stress. For instance, a presenter that presents on a radio station on Mondays for an hour and after that nothing again throughout the week, that's not a good thing. How do you pay the bills? What else do you do for the remaining days you're not on air? How will you roll if an advertiser doesn't want the station you work with or wants multiple stations? That means you'll give it to your colleagues, and that's not good for the business.

If you're an in-house presenter of course, you're expected to go to work from Monday to Friday or Satrday sef. Either you go on air on all these days, or you have a specific time you go on air, working with a station means you must multitask. So imagine if you're then a freelancer, a station won't cut it. And point of correction, either you're a Pidgin, Yoruba, English, or Igbo presenter, once you're a freelancer, you're on more than one station. So it's not only Yoruba presenters. .I'm more than a Yoruba presenter because I present in other languages, too.

To be a "Yoruba" freelance presenter, for instance, what will qualify me as one?

Broadcasting is like a calling, a passion, a personal decision. So to become a freelance presenter you must have either gone to the university to study mass communications, or other related course or train under a veteran.

What and what will make me stand out from the crowd?

Depends largely on you. How vast you can read, research and develop your skills on a regular basis. Think ahead of the radio stations and programmes. Bring in constructive innovation to your programme weekly. Don't copy others, be unique in your own way. Let them copy you, not the other way round.

What things determine my survival in that field?

Advertisement. Look for advertisers in any way you can. Talk to families, church members, use social media, go out to programmes, events for networking.

Freelance broadcasting has been since the days of yore. I remember the likes of Gbenga Adeboye, Kolawole Olawuyi, etc. who held on to high standards of broadcasting. Also, during this period, I want to believe these freelance broadcasters bought air time with their money and then sourced for sponsors on their own. Now my question is: Do freelance broadcasters of now buy air time these days, or what is the practice?

This depends largely on each station's policies. Some still sell airtime to their presenters like Radio Lagos etc. and some station will give airtime free and expect such presenter to source for advert placements and pay the station. Some that can't meet up will eventually lose their space.

About your nickname, Alewabiokin, having met with you one on one, I can tell it's suiting. How did you come about the name?

A fan gave me the name 12years ago on my Facebook after I posted my first Yoruba programme schedule for fans to join me live on air.

Is there a body that regulates the activities of freelance broadcasters?

There's NBC, Nigerian Broadcasting Commission that regulates all media outlets, be it TV, radio, or print media that is magazines, newspapers, etc.. NBC largely regulates the activities of all media houses and media personality,es either freelance or in-house. Now, there are different bodies of freelance associations, belonging to any is a choice, not a must or a compulsory thing. There are numerous freelancers out there that are not a member of any media association or organization. Likewise in-house presenter or station's staff have associations too that protects the interests of only those that work as a staff of any station. There's an association I belong to which is ANBROAD, Association of Nigerian Broadcasters and I'm the Publicity Secretary of Lagos State Chapter. So, joining any association is not compulsory but though necessary.

You have been able to carve a niche for yourself over the years no doubt. How has the journey been for you?

I thank God. There has been ups and downs as it applicable to all profession. One thing that stands out for me is that passion drives me on even in the face of difficulties. The experience keeps building to the glory of God.

Can you share one embarrassing moment that eventually motivated you to do more?

None I could think of.

How do you deal with daring male admirers who tend to, you know, make advances towards you, considering how funny some men can be regardless of their marital status or those they're interested in?

Haba... where is this question coming from? (laughs). I simply ignore them.

You host different programmes on radio and TV from Agbo Ogbon to Atajere and others. Which one would you say you enjoy anchoring the most?

It's Agbo Ogbon on Faaji 106.5 FM. It's the most consistent over the years. Agbo Ogbon is 12 years on air this year.

What kind of feedback do you get that makes you feel happy, deep down, that your impact is really felt?

Does feedback has any type? It's either positive or negative and my feedbacks are all positive.

Yoruba presenters, teachers and speakers generally seem to be custodians of our heritage. But these days, even Yoruba people don't want to speak the language to their kids and our Yoruba actors and presenters aren't helping when they code-switch for show off. Will you say you're also "guilty" of doing the same?

We all code-mix and this is because undiluted Yoruba language is phasing out. This is one of the cogent reason why Yoruba program both on radio and TV are being encouraged. It's gaining wide acceptance so the language don't go into exit. Even on all these programs many of us code-mix. Another disheartening thing is that some of our listeners don't understand some key Yoruba words, If a presenter speaks undiluted Yoruba words they're lost.