Effrakata: Unveiling the Maverick lifestyle maestro
Jimi Sadare of Effrakata Entertainment is different and distinctively so. On some days, he dresses in native Yoruba attire like buba and shokoto and, on other days, he is unrecognizable, as he is stylishly attired. One thing you cannot take away from him is the passion for what he loves and does – a stylish, creative combination of dance, fashion, Francophone music and more.
As Creative Director and CEO of Effrakata Entertainment & Francophone Lagos, Shadare is on a mission to introduce people to discover their personal style.He says, “No two people are similar; each has his distinct style, mark or signature and that’s what we, as a lifestyle company, seek to do with our clients. In these days of mass customization and homogeneity, people still want to stand out, be distinct and show their uniqueness. We are here to fill the gap and help groom the total being. We want to change how mature adults and others can unwind with real style.
“The French and Francophone countries that border us here in Nigeria really know how to go about this, starting with music, which is cultural, as it allows us to influence other areas of their lives like dressing, dancing, food, wine, style and much more.”Shadare is a man of many parts, who had a colourful growing up experiences to share.
As he noted, “I never really practised what I studied when I arrived in Lagos,” he said. “Right from my days at Igbobi College, I was elected President of the Junior Literary & Debating Society, which leaned also towards the social side. My sense of style was evident then, as I won many fashion parade shows, dancing and music quiz meets then.
“In the U.K. while studying, I was attracted and worked for various top men’s clothiers like Principles and Next for Men, where I gained a lot of fashion experience. All these were inherent in me and when I returned to Nigeria, I registered my first company, Sapphire Investments Ltd and commenced operations doing interiors, fashion, wardrobe consultant, interior designing, construction and facility management.”
The creative streak through arts, fashion, couture sparked other interests and love for many things Francophone, including the Music such as Makossa, Zouk, Salsa, Rhumba, Zoblazo, Soukouss, Mbalax, hiplife, Ndombolo,Troubadour, Kizomba and much more.
Effrakata Entertainment was included in the stables of Sapphire Investment Limited as the foremost promoters of Francophone/World Music promoting live concerts and events within and outside Nigeria. There were also syndicated radio shows, artist collaborations and management.
According to him, style runs in the family, noting, “Style and creativity, I believe, is in my genes. As the eldest amongst five siblings, I find that style and creativity run in my family. A younger brother of mine, Ayoola ‘Shaddie,’ is a foremost jazz music entrepreneur and promoter for the realization of a structured Nigeria cultural and creative sector.”
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