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Comedian, content creator and social media influencer, Maryam Apaokagi, aka Taaooma,has 5.5 million followers on Instagram. She tells FAITH AJAYI about her career and motherhood
You recently made your filmmaking debut. Can you share what inspired you to take that step and how the experience has been so far?
I have always loved filmmaking. There is something about great films that I love. Whenever I watch any movie, especially if it is a big one, I always pray that I get to make big and nice films too. I believe one has to start from somewhere, no matter how small, and I love what I’m getting at.
In your skits, you portray multiple characters. How do you come up with the personalities, and what’s your creative process like?
I have mastered the art because I have been doing it for a while. Whatever one does for a long time becomes seamless because one improves on it daily. Coming up with different personalities has been easy for me. I know how to mimic people, so it is easy for me to transition into anybody I want, especially someone I have watched for some time. I watch people and practise their mannerisms.
On the other hand, my creative process is quite easy. I write the script, identify the character I’m doing, get into character, edit my lines when necessary and shoot. I also edit the videos myself.
What challenges have you faced transitioning from skit-making to filmmaking, and how have you overcome them?
I believe skit-making is a lesson in filmmaking. If you take 10 of my skits and join them together, you would probably get a film. The only difference is that the stories are different; unlike a film that has one storyline. Aside from that, in filmmaking, you have to be more conscious while shooting.
Either ways, it has been easy for me because from the start, I’ve been keen on quality over quantity. There are times I shoot skits, but they don’t meet my expectations, and I let go because it isn’t what I want to be associated with my brand. That is why sometimes, when I find reviews about my contents, I take them seriously, because I know that the brand I am building is different from that review, and I want to change it.
I have always been so particular about making sure everything goes right, which is what I filmmaking is all about. It is about using the right things for the right film.
I am not going to dispute the fact that it requires a lot of thinking and preparation, unlike skit-making, but it has been going smoothly.
Your portrayal of the African mother has resonated with millions. What does that character mean to you, and where did you draw the inspiration?
The African mother character means a lot to me because that’s where I started from and what people know me for. It is what brought about the ‘Taaoma’ brand, so I appreciate it and I try as much as possible to improve on it. Sometimes, I try to pass messages across because I believe there are a lot of people watching me and what I say can make an impact or a difference. I draw inspiration from my mum and the African mothers I see every day but sometimes, I exaggerate things for the sake of comedy.
What do you hope your audience takes away from your skits and films beyond the laughter?
I always try as much as possible to add something to my skit. It could just be funny and doesn’t always have to be a serious message. I make sure that I tackle or talk about an issue in my skits, even if it is in a funny or indirect way. I want to make an impact because I believe as content creators we have the ability to shape the world into what we believe in and pass messages across to people. I also know that a lot of people might be watching me, but it isn’t all that will get the message in the content or make use of it. But, even if it is just one person who gets it, it will impact the mindset and there will be a change in how they see things. Many things are happening in the world and we have the opportunity to pass messages as a result of the number of followers we have.
As one of the leading content creators in Nigeria, what sets your work apart from others in the industry?
I believe everyone is unique in their own way. Many people have similar contents but it is your uniqueness that will make you stand out. There was a day I was speaking with Funke Akindele and she told me something I hold close to my heart. She said, “there is no content that hasn’t been made. It is you that will make it different from the rest”.
What activities do you enjoy doing outside of creating content?
I love nature, swimming, and going to quiet places to relax although I haven’t done so in over a year. I also like some things that are out of the ordinary, such as horse riding, shooting guns, zip lining, baking and making hair. I can’t bake and make hair because it requires patience and I don’t think I have that. I also like business and I’m working towards that this year.
How has your academic background in Tourism and Hospitality Management impacted your career as a content creator?
Studying Tourism and Hospitality Management has really helped me because it is more like an entertainment course. Sometimes, I wonder how I would have coped if I did not study that course. It actually let me know the importance of taking care of people, and that taking care of people determines how they perceive you. It also taught me how to treat people and make them comfortable.
What role does your husband, Abula, play in your creative process, and how has working together impacted your journey?
My husband is the backbone of everything I am doing. He made me start this and has helped me so far. I am really grateful to God for him.
Do you see yourself branching out into other areas of entertainment or business in the future?
Yes, I feel like if you’re in the entertainment industry, you would definitely branch into other areas of the industry, whether knowingly or unknowingly. However, I also believe that you might be able to do a lot of things, but you need to focus on one that you know that you have strength for then use to build the other parts.
What has been the most rewarding moment of your career so far?
I think it is every single part of my career, including the fact that people watch my videos and they lift them up. I am so grateful for that, because I know the importance of mental health, especially after giving birth.
My own videos, as well as that of other content creators, have really helped me. So, I’m glad that my video is actually part of those that can lift people up when they’re feeling downcast.
How do you handle criticism or negative feedback?
The moment you are a celebrity, you have to be prepared for negative feedback. Over time, you also have to develop a thick skin.
I hate anything that would make me uncomfortable or disturb my mental health, so whenever I come across such negativity, I just log out or move away. I would just use that time off as a holiday and enjoy myself.
Who are your biggest inspirations in the entertainment industry?
A lot of people inspire me, even those who are not popular. People like Funke Akindele and Toyin Abraham inspire me in terms of working hard. They are older than me and have more responsibilities, yet they are still working as hard as this.
So I tell myself, “You’re not going to sit down and say I’m tired”. They are setting examples and letting people know that you can achieve so much if you work hard.
I also love Tyler Perry, who I have been watching for a long time. I see how he works and it encourages me not to settle for less in life, because it’s not only about the industry.
What do you believe is the future of skit-making in Nigeria, and how do you see yourself contributing to it?
Skit-making in Nigeria is big. I can see it getting bigger, with plenty more opportunities nationally and internationally. And, I cannot wait to contribute. I don’t know what or how I’m going to contribute just yet, but I know I am eager to be a part of it. I love the fact that we’re making a difference.
What advice do you have for young content creators who are just starting out in the industry?
Personally, if anybody can give me advice now, I will take it (laughs). But first, there is no manual to it. As a matter of fact, the particular content you’re thinking about, that you don’t want to upload is the exact one you should actually upload. A lot of times, even the ones that you pay so much attention to don’t actually do well.
Also, consistency is very important. I know it’s a cliché, but being consistent is actually one of the hardest things to do. When you are consistent, you’re disciplined and being disciplined is hard. If everyone is disciplined, then I think everybody would probably be comfortable; even if not rich. Being disciplined is not a joke.
In summary, be consistent and pray, because there are a lot of consistent people that still are not there (successful) yet.
How do you maintain authenticity in your work while keeping up with trends and audience expectations?
The first thing about authenticity is finding your niche. Once you find your niche, you carve it out, and it will help you to follow that path. Finding your niche might be very difficult, but once you find it, you will know that something sets you aside from other people.
As regards keeping up with trends and audience expectations, that is easy because you can always check for reviews in the comment section. When you go to the comment section, you will see what people like and what they don’t. Reviews are very important to me.
If you could collaborate with any filmmaker or content creator, who would it be and why?
There are a lot of people on that list. I’ll keep working towards it because I don’t want to say it now.
What’s your ultimate goal for your craft?
My ultimate goal for my craft is to make big things. I want to make big movies and make a big impact; and I believe I’m working towards that. I am praying and believing. I want to leave behind a big legacy that would not fade.
How has becoming a mother changed your perspective on life and your craft?
In terms of my craft, I don’t think it has changed. I just know that I’m still working vigorously on my timeline. And, I have to adjust to this new timeline that is forever going to be.
For life, I see things differently. I feel like life is short. It is actually shorter than I expected or thought. I really don’t push things too much because life is too short to be pushing one thing. Just go for the next thing, or go for the other thing.
What has been the most surprising or rewarding part of motherhood so far?
Everything is surprising. Sometimes, I even ask myself like, “are people supposed to go through this”? Or, is it just me? However, I love the fact that I can hold my baby in my arms and know that she belongs to me.
How are you balancing your new role as a mother with your demanding career as a content creator and filmmaker?
I’m still working towards finding my balance. Sometimes, I’m a little balanced, then the baby just comes up with another thing. Then, I have to rewind and start all over again. Right now, the only way I’m still balanced is that I have help from very trusted people. It has calmed my anxiety and I’m able to do other things.
