The Nightlife Industry and YhemoLee’s Diverse Influence – THISDAY Style

In the ever changing landscape of Nigeria’s vibrant entertainment scene, Yhemolee stands as a multifaceted force, weaving his talents seamlessly through various realms of creativity. With a career spanning years, — starting all the way from Obafemi Awolowo university (OAU) — Idowu Adeyemi has adorned numerous hats. From driving the nightlife entertainment scene forward, to captivating audiences as an event host, to tickling funny bones as a comedian and content creator, to gracing our screens as an actor. Yet, his journey extends far beyond the spotlight, delving into the realm of entrepreneurship with the recent launch of his culinary venture, YL Chops.

The influence “Olowo Eko” (as he’s fondly called by friends and fans alike) transcends the boundaries of traditional entertainment spheres. Behind the scenes, he’s been a guiding force, a silent architect that has played a significant role in shaping the trajectories of rising stars.

Among his notable feats, Yhemolee played a pivotal role in the ascent of Asake, the afrobeat sensation who has taken the global music scene by storm. Remember that viral video that was recorded in a car? Exactly! However, amidst his multifaceted career, Yhemolee hasn’t been immune to controversy, occasionally finding himself in the news for the wrong reasons.

Yhemolee; the first time I ever heard that name was from a hilarious video a long time ago. The growth from that “skinny guy” with the short dreads to this point, is very evident. Can you give us 5 important things you’ve learnt on your journey?

In my journey, I have learnt that it’s not enough to be hardworking, backing it with prayers and the right circle will also help you. I have also learnt to believe in myself more than anything because I know now that there’s nothing I put my mind to that I can’t pull off.

You can always rebrand. You don’t always have to remain in a certain stage because you’re unsure, it’s okay to rebrand, it’s okay to start again.

Carry your friends along. There’s nothing as beautiful as winning with your friends so always put them on.

While pursuing money, always have a doctor on standby because it’s important to remain hale and hearty.

Right now, if anyone asked me who Yhemolee is, I would call you a Nightlife entrepreneur? Would I be correct?

Nightlife entrepreneurship is just one out of the many hats I wear. I am a comedian, a lifestyle influencer, an actor, a fashion model and yes, an entrepreneur, both in the nightlife and the food industry. I recently launched my business – YLchops, it’s set to cater to people who love to eat.
How did you transition and venture into the nightlife industry?

When I got into nightlife, I went in as a consumer. The Government had just given us go ahead to be outside after the lockdown had been eased and like everybody, I ran outside. I used to visit the club before the lockdown but it was nothing like visiting after because it felt like I had just tasted freedom. After partying with my friends for a while, I got the big idea to start hosting parties because I realized that there was a market to tap into and I took it. I had my first big party in 2021, it was called “Ultra Luxury Party” and I was confident that I was going to pull it off.

At the end of that first edition, my expectations were surpassed and I knew I had found the one.
What sort of opportunities would you say lie in the nightlife industry? I’m asking because they’re maybe people out there looking to find a way to get into this industry.

The opportunities are not limited to just being a club PR and selling tables for certain percentages. The industry, like every other industry, has created job opportunities for people. You and your degree can thrive in the industry. Behind the glitz and glamor, we have administrative bodies that ensure that everything is in check from the finances to the inventories to the management. You can also be a content creator in the Nightlife industry, we have a number of creators that are doing well and if you feel like your skill is not well represented, penetrate the industry and show us that we’re incomplete without you.

Can you share a memorable experience or moment that solidified your passion for nightlife entrepreneurship?

It has to be hosting my first international party and people actually pulling up. Hosting in my home country is totally different because I know my audience here. However, outside the country, it’s a lot of new people with different behaviors that you haven’t totally studied. When I had my first party outside the country, I was amazed by the number of people I was able to pull and it boosted the confidence I already had in myself.

I genuinely believe the Nightlife community and experience in Lagos has also played a huge role in the “promotion” of Lagos as a go to city if you’re looking for fun. Would you share the same sentiment?

Partying in Lagos should be something everyone should aspire to do at least once in their lifetime. It’s an experience and I like to see it as an attraction whether you’re a tourist or not. There are people who come to Lagos with “party with Yhemolee” on their bucket list and I try as much as possible to fulfill that because my job is to make people feel good. The saying “Ain’t no party like a Yhemolee party” is as serious as day.

What role do you think the Nightlife industry has played in the promotion of Afrobeats or Nigerian music in general? I believe there has to be a correlation.

The nightlife industry in Lagos and Nigeria as a whole has definitely played a significant role in the promotion of Afrobeats and Nigerian music in general. Nightclubs, bars, and music venues serve as crucial platforms for emerging artists to showcase their talents and for established acts to connect with their fans in an intimate setting. Let’s even take it a step further; Imagine you’re a foreigner and a song comes on that gets everybody so pumped, subconsciously you’d register the song and subsequently start listening to it. The nightlife industry also serves as a hub for networking and collaboration among musicians, producers, promoters, and other music industry professionals. It provides opportunities for artists to build relationships, exchange ideas, and collaborate on projects, which all contribute to the growth and evolution of Nigerian music on both the local and international stages.

Not too long ago, we got to really see Yhemolee the actor in Prime Video’s original “Gangs of Lagos.” Should we expect any more acting from you in the near future?

Definitely! Not a lot of my new followers know that I was an actor first. It’s a dream for me and I love being on screen. I plan to be in more productions so be sure to be on the look out for YL!
With 1.5 million followers (on Instagram alone), no one can deny the influence that you possess online. How do you balance authenticity and promotion when collaborating with brands or promoting events through social media?

With me, what you see is what you get. The brands I work with reach out to me because of my genuineness and how relatable I am — that’s just it. A good example is Bet9ja. As someone who loves sports and places bets a lot, it’s only right that I work as an ambassador for the brand because of my transparent history with sports.

Speaking of events you always put together a lit one. From Club X, to TLBF. What’s the secret of throwing a great party?

There’s no big secret. Everybody wants a luxury party and my job is to give them that. Whenever I want to throw a party, my team and I come together to brainstorm, we have meetings upon meetings with our sponsors because like every other business, we have to do some convincing and put in the work.

It’s not too far-fetched to say that your job gives plenty of room and avenues to get distracted. How do you balance that fun side with your work side?

What you call fun is what I call work. I never get carried away where money is involved, not even as a joke. There’s time for everything and work for me is fun.

Can you discuss any challenges or setbacks you’ve encountered while building your personal brand, and how you’ve overcome them?

It has to be waking up one day and seeing unfounded rumors about me on the internet. I have had my words misconstrued by blogs quite a number of times but to be lied against? I didn’t think it was possible to lose everything I’ve worked for until I almost lost it. I’ve learned that for every layer of tough skin you build, something else will happen that will make you add an extra layer.

We all know the importance of looking good in the entertainment business, and for the most part you definitely have that on lock! How do you approach fashion as a form of self-expression, and how does it intersect with your identity as a nightlife entrepreneur and influencer?

I dress to feel good about myself, I don’t think I have had an era when I wasn’t well dressed — not even when I was broke. My style improves everyday, I always make sure to wear what I’m most comfortable in while keeping it stylish.

What are some essential fashion staples or signature pieces that you believe every individual should have in their wardrobe for a night out? Let’s paint a picture, I’m about to step into Bayrock and I want all eyes on me when I walk
through the door. Can you share any fashion tips or advice for individuals looking to elevate their nightlife attire and make a statement?

Great shoes! You need to be able to dance at a Lagos party so invest in your shoes. Perfumes too, don’t step out of your house looking all fresh and fly without using deodorants and perfumes. It’s not a good look.

Excluding Ashluxe (Ha ha ) what are some of your favorite African brands?

IcebyCW, Bay Ice, Thirsty labs, High Fashion and ISB originals.

Can you share any upcoming projects or collaborations that we can look forward to?

By all means. I have a newly launched a food Business – ChopwithYL, and you have to patronize me. Also have a few films on the way that I can’t give much details about but you will know about it when it’s time.

I’d definitely be looking forward to that call YL!