The wooden chair wobbled as seven-year-old Jola Ayeye hunched over a page, pencil gripped tight, tongue peeking out in concentration. Around her, the floor was a patchwork of unfinished stories, half-colored sketches, and a notebook filled with lyrics to songs no one else knew.
“What do you want to be when you grow up, Jola?”
She never had just one answer. Media fascinated her, writing called to her, painting spoke her language, and her soul sang songs. In her home, being the first child came with expectations, and she wore them well, excelling in school and collecting her father’s approving nods like prized possessions. She was “that good Ayeye girl,” but beneath her disciplined exterior was a restless, curious mind.
Years later, at Durham University, she dabbled in political theories and philosophical debates for her degree in Politics and Philosophy. When her father suggested accounting afterward, she agreed, signing up for exams with the same quiet diligence. It was the practical thing to do, the responsible thing. But dreams have a way of pushing through even the thickest expectations; the more she tried to follow convention, the more she felt pulled towards storytelling. One day, Ayeye started listening—to herself. Nigeria was calling her home, and at Big Cabal Media, she caught her first glimpse of what it meant to step into her own story.
Fast forward a few years, and Ayeye stands at the helm of what has become a cultural juggernaut in African media. Launched in 2017 alongside co-host FK Abudu, I Said What I Said is now one of the leading podcasts across the continent. What began as a platform built on the deliciously informal art of Gbéborùn (gossip) evolved into something far more profound. ISWIS is a digital space where primarily women can hear their unfiltered thoughts given voice. The show deftly weaves between lighthearted banter and incisive commentary on contemporary issues, cultural shifts, and personal narratives that capture the zeitgeist of young Nigerian life.
During the dual crises of 2020—the COVID lockdown and the watershed End SARS protests—the podcast created an audio memorial to one of Nigeria’s most haunting national tragedies. As Nigeria reeled from the October 20 massacre, Abudu and Ayeye conducted interviews with eyewitnesses, gunshot survivors, and grieving families. That same year, Ayeye joined forces with thirteen other visionary Nigerian women to establish the Feminist Coalition. Femco, a collective committed to advancing women’s rights, emerged as the historic #EndSARS backbone.
Under their stewardship, over 140 million naira flowed into a carefully orchestrated support network, providing protesters with sustenance, medical assistance, and crucial legal defense against state intimidation. Their effectiveness birthed the rallying cry “Up Femco!”—a digital salute that continues to reverberate across social media whenever feminist victories pierce through Nigeria’s patriarchal society. More than four years later, Femco’s work continues, shifting from protest logistics to sustainable impact. They now fund children’s education by paying school fees and providing training, ensuring the next generation has better opportunities.
That wide-eyed seven-year-old with scattered dreams could never have envisioned the architect of change she would become. Yet here stands Ayeye, her childhood aspirations not merely fulfilled but magnificently evolved.
Her creative ambitions found another outlet in 2018 when she partnered with John Adewusi to launch Salt & Truth, a production company born from her determination to reclaim African narratives from foreign interpretations. Their inaugural project, Housegirls, delivered a documentary that highlighted the socioeconomic dynamics surrounding child domestic workers. Since then, Salt & Truth has gone on to produce more authentic films, with even more projects in development this year.
Ayeye embodies the principle that reinvention is not merely possible but essential. With the founding of the Happy Noisemaker Book Club, she has cultivated a vibrant ecosystem where African literature flourishes. This literary group has evolved into a talent incubator, establishing its own storytelling awards that provide recognition and substantial financial support.
Throughout her multifaceted journey, Ayeye has demonstrated that meaningful impact comes not from solitary genius but through the patient building of communities and collaborations. Her ventures—whether in podcasting, film production, activism, or literary arts—share a common foundation of persistence and partnership. In her words:
“There’s no such thing as an overnight success.”
Instead, her path reveals the power of sustained commitment. Each project builds upon the last, each collaboration expands her reach, and each platform amplifies different aspects of her vision for a more equitable, expressive Nigeria.
