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More responsibility dawned on me so suddenly, after all the running up and down all over the agencies, trying to get gigs as I got subjected to so much crap. Well, that was a phase. A phase that I had to go through at some point in my life to prepare me for the next level.
During that time, I worked for Microsoft in LA, I looked around me and I knew that I had to start pursuing my passion sooner than later. Waking up in the morning to do something I actually enjoyed. And after a lot of rejection and wining, I did a lot of research on the agencies in the greater Los Angeles area and I knew that it was time to put up my own agency. What set aside my brain child from the many other agencies in the area was the fact that, it was mainly set up to represent colored models who had all that edge, but had no success getting signed in many of the big agencies.
I quit my job so fast and got started not knowing what the world and the fashion industry had for my new found love; Imani Models.
Things always seem too easy before you actually get to implement successfully; but how do you get to find that out before you give it a try?
Imani International Model Management; "Imani" is a Swahili word that means "by faith."Is a word that represents my life, means something to me and is my not just my drive, but my motivation in every situation.
Reason being, I had gone through so many trials during that time period, and at the same time, making business work with minority as my main focus was going to be a challenge. In conception for about 5 years and after several years of planning, Imani Int Model Management was finally incorporated in late 2004.
Imani International Model Management is formed as a full service, high fashion modeling agency, specializing mainly in runway modeling, with editorial and commercial modeling for the utilization and maximization of current modeling opportunities offered within Africa and across the globe.
As time went by, I had the urge to go back home to Africa for the main purpose of raising the bar with my little expertise and experiences in the global industry. Time had been passing by, calls coming in back to back, and emails filling my inbox with lots and lots of inquiries. Some wanted models for their music videos, others wanted models for charity shows, and the last group wanted models to showcase their pieces in exchange for publicity!
Publicity my monkey something! It all seemed like a bad joke. So many calls to answer to and so many emails to reply to, but what about the ‘Benjamin's' or better yet, the ‘kenyattas?' They never seemed to be coming into the business account which had lacked activity for quiet sometime. Of course there were a few proper gigs I managed to get but there was definitely a problem here. With all the effort put into Imani, it just did not add up.
So I came back home and set up the agency, recruited my favorite models, and began a training for months. Training, recruiting, packaging the 1st lot of African models (both male and female) (20 in total) for about a 9-month period. We trained 3 times a week, organized photo shoots through some of our good photographers from across the globe and worked together to prepare the models for infinite possibilities within the international and local modeling industry.
The models were so cool; I thought to myself, and they became sharper by the days went by. The ones that always came to practice in flats were now carrying their 4" heels in an extra bag, and quickly putting them on when we got ready to start walking. Some even started walking on 4' heels full-time! It became so natural for the models to exude that ‘high-end runway model' energy before I even knew it. The ones who were coming in looking a bit under-dressed were now storming into the rehearsal venue looking like they just walked out of a vogue shoot!
Training went on great and the energy was like fire!
With time, I slowed down on the training days drastically. Before we knew it, we were meeting once a week, then once in two weeks, then came the orders from me.
"Please don't come for practice until I call you!"
Then time just went by, and I finally left the country for a while. Maybe the heat was just too much. Working effortlessly with no fruits.
I left Agnes, my all-time favorite Imani-make-up artist in charge of the agency. Agnes was and still is the agency's number 1 make-up artist, and has been a second hand in the agency.
It was not too long after I discovered that the biggest challenge was getting the models gigs after all was said and done. However, when I felt that I had done too much and it was now time for the models to start paying for their photo shoots and composite cards, each of them complained constantly about not having any funds. I know that the economy is very different compared to that of the European or American market, but it was just about time for everyone to carry his/her own cross.
‘Spoon-feeding' days were over! Funds were not coming in, but expenses increased by the blink of an eye. At some point, I felt that I had done the best I could for them and now it was time for the ‘true' models to pursue their career, and the ‘fake' cases, to find another donkey to ride on until disposed off at the next terminal.
I got a lot of female models from the ‘other side of the city', but it amazed me how fast and ready they were willing to learn. However, in due time, some of them became ‘shady.' So we did not close office when the storm came so hard, we actually dropped the zeros and got with the heroes who are still waiting patienty for their breakthrough.
Still strange but I still feel like African - Kenyan market still has a major stereotype on the modeling industry; Many of the corporates are so closed up and do not want to associate with the fashion, many designers are skeptical when it comes to showcasing their designs because there is a risk of someone else ‘stealing' their ideas.
‘Mtumba' (used clothes) is the order of the day in Kenya, so even if one has amazing designs, not too many people will come and buy, since they say they can get the same designs or even better designs for less; 20 times less than what you would sell it to them for.
And then what happens to the designer? Do they lose psyche? Since they would rather hold on to their designs to avoid risk of losing it?
And if they don't hustle to put shows together to showcase their designs, how do we see what they have to offered and does that mark the beginning of zero opportunity for the model?
No jobs?
Then that becomes a dead industry.
"Billboards" is the other job that the model gets locally in Kenya. However 90%++ of the people they use on the billboards are not ‘model material.' And when I raise the issue to the authorities involved in the decision-making, they say that they wanted someone more ‘local-looking'! "A look the locals can relate to."
When then will you raise the bar if you continue to work with that same look? Are you going to continue doing what you've been for the last ten years? As you market the same product ten years later using the same concept and the same crew? And then you wonder why you are still sitting on the same desk and wearing the same shoe?
How cheap and convenient!
Even going to the extent of using company employees to market the product just to save money?
Saving money?
And if this continues to be the case, how can we ever get support from all these corporate and government bodies to maximize on the untapped potential within these young African girls and boys?
What about the girl child that has not school credentials, not much of a family set up to go back home to, but looks stunning enough to get paid if she starts getting gigs?
Could that gig make a difference for her?
All I am saying is, If we discovered her from these streets of Nairobi, took initiative to help her identify and develop her talent, train and motivate her and finally represent her to help her find work, where is the problem?
Infinite possibilities are all I see!
Appalling situations bring them back around, needing someone to talk to, asking for money for food, got beaten (almost to death) by a boyfriend, got disowned by mama, got kicked out by boyfriend, got drugged by boyfriend, got an abortion and almost died, has nowhere to stay, not eaten for some days... It is the bitter reality! The real world!
I think in a place like Kenya, we need more professionals within the industry, a stronger system to curtail payment issues especially for small entrepreneurs in Nairobi and the law needs to be the law that governs our set-up. Maybe it's time for Better business Bureau in Kenya??
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