Comedian and content creator, Ayo Ajewole, popularly known as Woli Agba, tells TEMITOPE ADETUNJI about his career, how insecurity is affecting the creative industry and other issues
What would you describe as the turning point in your career?
Whenever I talk about my achievements and how far I have come, I always give glory to God. Everyone has dreams and aspirations, but many times, success comes by God’s grace.
Beyond acknowledging God’s faithfulness, I must also mention that I am naturally a go-getter. I love being dynamic and challenging myself creatively. I do not enjoy doing the same thing repeatedly for too long.
I simply understand the assignment. More importantly, I am deeply in love with my craft. I live with it, rest with it, and relax with it. When you truly love what you do and remain committed to it, growth becomes inevitable.
From my humble beginnings to becoming a household name, passion has played a major role. Because I am constantly invested in my craft, I never saw any reason to remain stagnant. Evolution is necessary when you genuinely love what you do.
What inspired your style of comedy?
My upbringing played a major role in shaping the kind of content I create. I have always believed that entertainment should not only make people laugh but also leave them with something valuable to think about.
The moral aspect of my comedy did not happen by accident. It was a conscious decision influenced by the values I grew up with and the impact I wanted my work to have on society.
Many content creators struggle with burnout and the pressure to constantly go viral. How do you manage the demand to remain relevant in the fast-paced digital space?
I do not force people to like content that is not good enough. I am very honest with myself. If I watch a video and it is not interesting or funny, I admit it.
Before posting content online, I sometimes allow a few trusted people to watch it. I observe their reactions carefully. If the responses are not convincing, I would rather delete the content than force it on my audience.
I have always maintained a simple principle: if it is not funny, it is not flying.
That mindset has helped me tremendously throughout my career because it keeps me focused on quality rather than simply chasing numbers.
Another thing that helps me remain relevant is my ability to lend my voice to trending conversations through my craft. Whenever there is a major issue attracting public attention, I find a creative way to interpret it in the style my audience already knows and loves.
People appreciate seeing familiar issues presented through humour and storytelling. As a result, my content becomes part of the larger conversation, which naturally helps it gain traction.
How do you decide who to work with, and what factors do you consider before bringing someone into your creative space?
Many people believe that once a popular face appears in your content, success is guaranteed. I do not subscribe to that mindset.
Before considering any collaboration, I focus on creating a strong concept. I want the content itself to make sense, add value, and resonate with the audience.
Some creators collaborate simply to increase visibility. While there is nothing wrong with expanding your reach, I also care deeply about what the collaboration contributes to society.
If the content itself is weak, then the collaboration loses its purpose.
When I think about working with someone, I first ask whether that person is truly the best fit for the concept. Once I am satisfied with the idea, I approach the individual and present it.
There are people I genuinely admire and would love to collaborate with, but I have not done so because I have not yet found the right concept for them.
I do not believe in forcing people into my projects simply because they are popular. If it takes 10 months to develop the right idea, then I am willing to wait.
For me, meaningful collaboration is built on creativity, not convenience.
There is a growing trend of skit makers transitioning into mainstream film production. Do you have plans to take your brand beyond social media and into cinema productions or streaming platforms?
There are definite plans to expand beyond social media. We are already working on several projects behind the scenes.
The vision is to bring our productions to cinemas and eventually to major streaming platforms. We have built a strong audience over the years, and the next phase is to create larger productions that can serve that audience on a bigger scale.
The plans are already in motion, and I believe people will begin to see the results very soon.
If that transition happens, do you see yourself focusing more on acting, directing, or building a full-scale production company dedicated to nurturing new talent?
I definitely see myself building a full production company. That has always been one of my goals. The kind of content we create is unique. We combine singing, dancing, acting, comedy and storytelling. It is a full theatrical experience.
Because of that uniqueness, I believe there are many talented individuals who possess similar abilities and deserve opportunities to grow.
My dream is to establish a platform where such talents can be discovered, trained, developed, and given opportunities to thrive.
I want to produce, direct, mentor, and create opportunities for the next generation.
The beautiful thing is that I do not see it as choosing one path over another. I am not planning to abandon skit-making in order to pursue film production. Both belong to the same creative family.
I believe in expansion rather than replacement. My goal is to continue doing what I love while creating room for greater possibilities.
Comedy content creation has become increasingly competitive in Nigeria. What distinguishes you from many of the newer skit makers?
One major difference is that I existed before social media became what it is today. I often say that I was an OG before Instagram.
My journey has gone through multiple generations of entertainment. There was a time when our videos were distributed on CDs, and people would gather by the roadside to watch them. Then, social media arrived and introduced another era of visibility. In many ways, I have experienced success twice.
Because of that history, my audience extends beyond the Internet. I have supporters at the grassroots level, including people who may not even use social media.
How do you balance humour with the messages you want to communicate?
I have been very intentional about that balance. At certain stages of my career, some people were unsure about what I was trying to achieve. They enjoyed the comedy but wondered whether I was gradually moving into something else.
Today, however, people understand that whenever they watch my content, they will laugh, but they will also learn something. For me, it is always humour with a message. Whenever I come across a funny idea, I ask myself one important question: What lesson should people take away from this? I refuse to shoot certain content until I can identify a meaningful takeaway. I want viewers to finish watching and say, “I learnt something from that.”
That approach has helped me maintain a healthy balance between entertainment and responsibility.
Another aspect of that balance is my online Sunday service content. I sing hymns and incorporate dance and comedy into the presentation. Some people enjoy the dance, while others connect with the hymns.
The combination allows me to reach different audiences while remaining authentic to who I am.
What misconception about you do you wish the public better understood?
One misconception relates to my faith. Some people assume that because my style is unconventional, I have drifted away from my beliefs. I want people to understand that this is my calling. I see myself as someone called to spread joy. I often describe myself as a prophet of gladness and a carrier of joy. Joy is not rigid, and happiness is not confined to religious appearances.
The fact that I do not present myself in an overly religious manner does not mean I have compromised my beliefs. I wish more people understood that happiness is universal. It does not ask whether you are a Christian or Muslim before it touches your life.
That is why my audience cuts across different faiths and backgrounds. At the end of the day, people simply connect with the joy and positivity the content brings.
Recent events have intensified concerns about insecurity across Nigeria. As someone who frequently works in different locations, has safety become a major factor in your planning process?
The insecurity situation has affected me personally and professionally. It has impacted my productivity and created significant concern. Even members of my team have noticed changes in my approach. Compared to how I used to work, I have become more cautious. The truth is that these issues weigh heavily on my mind. There are times when I arrive at the office and simply do not feel motivated to shoot content because of what is happening around us.
I remember telling my team recently that I could not shoot because I was troubled by reports of people being kidnapped and taken into the bush.
As someone whose work is to bring laughter and relief to others, it becomes difficult when your own heart is burdened.
I often say that this is a season when even the person who usually delivers joy needs encouragement.
The insecurity situation is something we cannot ignore or pretend does not exist. It is deeply concerning and has affected many people in the creative industry.
Has this reality changed the way you choose locations or accept invitations for projects and events?
There are invitations I would have accepted in the past that I now decline. Sometimes, I simply say I am unavailable because I do not want to take unnecessary risks. Meanwhile, this is not just my personal experience. Many content creators and actors share similar concerns. There are locations that people are simply unwilling to visit because of safety fears.
The reality is that insecurity has introduced limitations and risks that were not previously part of our planning process.
What legacy are you trying to build?
I want to live a life of value. Also, I want what we have built to outlive us. I often describe my vision as a dynasty. I want future generations to continue producing the kind of content people have come to associate with Woli Agba; content that is clean, morally conscious, entertaining, and impactful.
I want people to know that there will always be a place where they can find wholesome content that makes them laugh while still respecting values and principles. That is the legacy I want to leave behind.
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