For now, I’ve joined a new radio outlet in Lekki, Lagos, Adamimogo 93.1FM. We’re still setting up and I can assure you that some of the biggest names in broadcasting in this clime are part of the project so you should get ready for when we commence.
Read the full chat of Primus Media City with Samuel Olugbeminiyi, a broadcast Journalist, and news editor. He recently bowed out of New Cruse FM, Ekiti state for Adamimogo FM, Lekki, Lagos.
Can we meet you?
The name is Samuel Ireoluwa Olugbeminiyi. I got the nickname Ceasar because of my obsession with the history of the first two Ceasars and Roman history in secondary school. Howbeit, I hail from Odogbolu in Ogun State. Born in Kaduna, forced out as a result of the religious crisis of the early 2000s, moved briefly to Kwara and then Ibadan, Oyo State in 2002. Tertiary education took me to Osun, the National Youth Service Corps scheme to Ekiti and I’ve been here (Ekiti) awhile.
Kindly take us through your educational background and your growing up?
I attended Meminna Memorial School in Kaduna but my parents left the North due to frequent religious and tribal clashes at the time. Around 2001, I attended Better Life School, Òkè-Kòtò and later, Christ Life Academy, both in Ibadan, Oyo State.
I completed secondary school education at Amazing Grace International College in Ibadan. I went to the International Institute of Journalism, Abuja (Ibadan Campus) where I obtained a Diploma in Journalism and attended Bowen University, Iwo for a B. A., in Communication Arts.
Can we know how you started your radio career?
My media journey started in 2010. I interned at Premier FM, Ibadan. Before then, my dad was a broadcaster and Content producer, so I was exposed early enough to radio and Television in Kaduna.
He later shifted to advertising.
I was posted to the newsroom in 2010. Under the guidance of the late Tunde Oluwanike – I started doing special reports, editing stories and writing commentaries. After my internship, I continued making contributions and understudying during my free time.
In 2017, I walked into the first private radio station in Ekiti State, Voice FM as a freelance reporter because I was serving at the time. It didn’t take long before my responsibilities were expanded to include editorial chores, coverage of the state House of Assembly and subsequently politics.
Infact, I was offered a formal appointment before I completed my service.
Two years later, I moved to New Cruse FM (Owned by Chief Wole Olanipekun, SAN, CFR). That was the turning point for me as I quickly settled in as Editor and producer of the Station’s flagship current affairs programme and thereafter promoted to the role of Deputy Head of News and Current Affairs and led the department in my final 7 months at the outlet.
I love broadcast Journalism, the challenging nature of the job and importantly the influence that broadcasters wield.
What are the challenges so far as a young broadcast Journalist?
There’s a proliferation of the industry with people whose only desire is to become Chief Press Secretaries, Special Advisers so they can clean up the mess of politicians.
As a Journalist covering politics, I have clashed with several government functionaries who attempt to water down my queries of government as attention seeking.
Also, the safety of Nigerian Journalists is not guaranteed by employers and the citizen. I remember two events – that almost rattled me. In 2021, I was covering the crisis within factions of a major political party in Ekiti. On the second day when the external panel commenced its fact finding mission, one of the party Excos ordered me to “get out”.
His reason was that my radio station had offered the opposing side a right of reply for every allegation made. The Chief Security Officer of the party Secretariat politely asked me to leave.
I returned to the office to report that I had been barred from covering the panel sessions. It was the biggest story of the day.
The next day – a familiar voice from the party Secretariat called me and threatened to “shred me to pieces”. My radio station used the story lavishly.
But My parents panicked, infact most of my colleagues panicked. To be honest, I was scared but put up a bold face and I had to avoid that party Secretariat until a year later.
So family pressure, lack of proper security for Journalists and infact the fears of owners who think thorough accountability of Government, institutions and individuals would affect profitability of the station. That’s the problem there.
You’re a young broadcaster who understands the trends in fashion and entertainment. Why have you chosen the political niche, or the niche chose you?
Interestingly, I do all three. But seeing how a lot of young people have lost interest in politics to focus on entertainment and fashion – I guess most of my bosses wanted me to stay within that niche and it paid off for us all.
But I’m also an entertainment journalist – I produce entertainment shows and if you check the credits of some of your entertainment YouTube channels – you’ll definitely find me there.
You won the Best Political Presenter at the Primus Media Awards 2022? What is your view on the Primus Media Awards Initiative?
First, I’ll like to thank Primus Media Academy for instituting this Awards ceremony and particularly for extending it to the entire South West. If you listen to radio outlets in other states like Ondo, Ekiti and Osun, you’ll realise there are bundles of talents in those places. Howbeit, the lack of exposure when compared to Lagos and Ibadan has kept them in the dark.
What Primus has done is to help these talents gain some validation through their submissions and nominations and help them to improve the quality of content and delivery.
For instance, since I won the Award, I have partially committed myself to delivering 100 percent in each episode. I’m sure other nominees have doubled up their work rate so they can win it next time.
I’ll hope that Primus Media will continue to get the required support needed to ensure professionalism. My word to other Award facilitators is to ensure that the choice of award nominees and recipients remains subject to professional review.
You recently bowed out of New Cruse FM, sir, what next?
New Cruse FM was an exciting experience. I love start up radio stations. There’s the challenge of building something small into a giant force and I must commend my boss, the General Manager, New Cruse FM, Mr Joshua Adegbite for allowing the young team to give their best while providing excellent leadership and guidance.
Infact, I’ll like to commend the General Managers I worked with in Ekiti, from Jide Ogunluyi to Donald Falayi – they were indeed excellent in providing mentorship and leadership.
For now, I’ve joined a new radio outlet in Lekki, Lagos, Adamimogo 93.1FM. We’re still setting up and I can assure you that some of the biggest names in broadcasting in this clime are part of the project so you should get ready for when we commence.
After your radio career, what’s dear to you?
Everything Art. Only a few know that I’m a poet, and stage performer. I studied Communication Arts in the University and I was required to take courses in Performing/Theatre Arts and Music. Anytime I did, I excelled in them.
I remember anytime the Department needed a narrator for “the gods are not to blame”, they will call me to take on the role.
Even recently, one of my poems, “Sango’s Tale” was performed at the Bowling Green State University, Ohio, USA.
So, if I decide to take a break from radio, I’ll definitely be engrossed in writing poems, getting involved in performing Arts and researching unpopular history.
Your advice to your colleagues?
Be bold, stay credible and give it all your 100% – It will pay off.