Meet Lady Ejiro Umukoro, affectionately known as “Lady E”, a powerhouse in the world of media and communication. With a global reputation as a multi-award-winning investigative journalist, capacity building social entrepreneur, public speaker and media consultant, she’s as comfortable in the newsroom as she is on international stages.
Her accolades speak volumes: from being a Changemaker Award Recipient of the United States Agency for Global Media, to a nominee for the prestigious ICFJ Knights Award to securing a Fellowship with the African Women Journalists Project as well as an Award Fellow with the Wole Soyinka Centre for Investigative Reporting’s Women Leadership Program, Lady E is a name that commands respect in the media industry.
But what truly sets her apart is her commitment to using her platform for social change. Whether challenging narratives in the Niger Delta or nurturing young talents like Timi Dakolo and Mark Angel Comedy, Lady Ejiro’s influence stretches far beyond headlines.
In this interview, she opens up about her unique journey, the power of mentorship, and her unapologetic stance on integrity in the media. Let’s dive into the story behind this trailblazing media maven.
Take us down your early days amd foray into the media. What was the journey like?
My media journey was quite accidental, yet deeply fulfilling. I have never formally applied for a media job; opportunities simply come to me.
My work encompasses voiceovers, voice training, and voice artistry, alongside my capacity to analyse content, information, and data. I critically assess belief systems, approaches, and policies because of the innate activism embedded in my DNA. Questioning everything has become a part of who I am, and it was inevitable that media would be my path, even if I didn’t consciously realize it at first.
Through our organisation and platform, LightRay! Media, and various other media outlets I’ve worked with, whether in Port Harcourt, Lagos, Abuja, Delta, Edo, Northern Nigeria or internationally, I have had the privilege of driving policy changes, mindset reorientation, and enabling the passage of laws.
What was the significant turning point in your professional journey?
I’ve had several, but they all stem from one guiding principle: I live and work on my terms. Over the years, being an avid reader has shaped my path. That’s why we’re instituting the first-ever national reading competition in Delta State through the LightRay! Media Reading Competition based on my book DISTORTION that is endorsed by thr Ministry of Education as the literature for students. Reading has made my journey in media remarkable because it has equipped me with the ability to navigate the overwhelming flood of information, literature, data mining, advertising, conspiracies, and propaganda. The dearth of reading culture in Delta is alarming and my goal is to reimagine our love for books, reading for leisure, pleasure and for learning.
Having mentored high-profile celebrities like Timi Dakolo and Mark Angel Comedy. What qualities did you see in them early on that made you confident they would become household names and how did you nurture their potential and amplify their brand?
Mentorship, sponsorship, and coaching are some of my innate gifts, which I feel blessed to possess and have honed over time. Coming from a background where I lacked mentors, sponsors, and coaches significantly impacted me. Despite this, I have been privileged and fortunate to live the life I have to this moment.
In the Niger Delta, one narrative I found disheartening was the negative portrayal of the region. This media and political narrative was unfair, and I wanted to change it. One key realisation is that if people don’t know what they possess, they won’t know how to use it.
The GE-Factor Star Search, which helped launch the careers of talents like Timi Dakolo and Mark Angel Comedy, exemplifies this idea. It provided a powerful creative space for individuals who were creatively hungry to challenge their self-perceptions and grow.
At LightRay! Media, we focus on igniting the mind, encouraging people to think without a box and not allow limitations to hold them back. I am a testament to this belief.
What do you believe is the most common mistake celebrities make when it comes to managing their media presence?
One mistake celebrities tend to make in the media space is being careless with the facts they present. Celebrities must be cautious about what they endorse, avoid promoting products, services, ideas, or belief systems they haven’t personally tested or verified. Sometimes, silence is more powerful. Being away from social media can be refreshing, and when you return, your presence will still be noticed. Celebrities should be mindful of privacy, cyber security, and professionalism when engaging online. It’s not necessary to participate in every conversation or banter, using wisdom in such spaces is vital.
What’s something you’ve accomplished that people wouldn’t know about, but that holds a special place in your heart?
At my level, I don’t think many people even know that I was the first-ever Nigerian and the first female to win the British Council International Communications Entrepreneurs Award some years back. I didn’t make much noise about it, so not many people knew at the time. Although now, it’s a bit more known within media circles.
If you could invite three people, dead or alive, to dinner, who would they be and why?
If given the chance, I would love to have a conversation with my ancestors. This is something I would love to ask my ancestors: Where is our entire body of knowledge stored? My mother told me that one of my ancestors, my great-great-grandfather, married a princess from Uzoro Kingdom. I would love to ask him why the Isoko people who were historically significant seems to have lost touch with how powerful and remarkable they were and what led to our collective amnesia regarding our pride, identity, and capacity to achieve greatness even though there’s still quite a lot of success stories amongst the Isoko people.
The next person I would love to interview is Maya Angelou. She was a phenomenal woman in many respects, able to make us see poetry in motion. Maya Angelou reminds me of the ancient griots, those who were referred to by Europeans as walking encyclopedias, capable of recalling thousands of years of history. I would love to know what happened to our griots and if Maya ever met one during her time. What wisdom did they share?
The third person I would like to engage with would be a figure from either the Japanese or Chinese dynasties before European influence disrupted their societies with the introduction of opium, which ultimately led to the downfall of places like Singapore in the early years of imperial might by the British but who today is a country of incomparable achievements. I’m curious to learn how these two countries understood the power of their cultural identity and how they fostered it through language, culture, art, and the various expressions of their beliefs, values, and skills.
You’ve achieved what many people aspire to, success, influence, and impact. Looking back, is there anything about your journey that you would approach differently if given the chance?
I think the only thing I would have done differently is to take the bull by the horns in every aspect of my life, just as I have in many areas. I’ve come to realize that this is my personality and my nature. I don’t play around; I approach knowledge with seriousness.
At the end of the day, one important lesson I would share is this: when you know who you are, respect that identity, take ownership of it, and work to develop it further. Strive to become the best, most authentic and highest expression of yourself.
Given your extensive experience, what are the biggest challenges you foresee for the future of media and communications in Nigeria, and how do you think the industry should evolve to meet those challenges?
In the media space, particularly in journalism, I’ve observed a deliberate strategy to replace journalism with public relations. The Nigerian Union of Journalists has been overrun by information officers rather than experts who are true journalists. This is why the union is not as effective as it should be, and why journalism in Nigeria lacks the power it could possess.
I envision a scenario where more professionals who understand the essence of journalism, especially investigative journalism, are at the helm of organisations like the Nigerian Union of Journalists, the Nigerian Association of Women Journalists, and other journalistic endeavours, including the Nigerian Guild of Editors.
The Nigerian media communication system is a rich environment, but it requires the right people in management for it to thrive. I’ve observed situations where individuals with no depth of expertise, solid experience and real qualifications serve as general managers of radio and TV stations, resulting in poor performance. This is a significant reason why Nigeria ranks low in terms of quality media and journalism practices.
Media organisations must be proactive in defining their approach to global ideas and principles while incorporating them into our national framework. This requires clear goals from the corporate governance of private and public media organisations including the important role the ministers of communication and orientation agencies, as well as other relevant authorities play within the media landscape. Furthermore, the media should focus more on grassroots and community stories; we often know more about other countries than we do about our own.
In Nigerian media, there is a tendency toward sound bite-driven communication, which often prioritises political posturing over substantive discourse. This mindset limits the media’s potential to tap into opportunities beneficial for all. We must shift our focus from “What’s in it for me?” short term approach to a more a vision-driven collective approach that add values for the greater number.
What do you think makes you stand out in your career?
I am grateful to have been blessed and privileged to make an impact in areas such as addressing the issues of gender-based violence, Petroleum Industry Act (PIA), Freedom of Information Act (FOA), remand home reforms, child rights, talent development and the promotion of quality education. I am also deeply committed to policy advocacy and implementation. For instance, I have been championing the Violence Against Persons Prohibition (VAPP) Act for some time now and advocated for its passage both in Delta State and at the national level. Additionally, I have been vocal about the need to eliminate the misconception of a gender war. There are no gender wars; we must learn to respect each other’s contributions. A man is just as important as a woman, and a child holds equal significance.
Can you tell us about your book “Distortion”?
The book Distortion has become a nationally and internationally recognised work of literature that I developed based on my investigative journalism, where I explored various social issues in Nigeria. In my research, I examined baby selling and human trafficking centres disguised as orphanages while carrying out illegal activities. The research also revealed how some religious organisations that promote miraculous stories often serve as fronts for other illegal activities, such as ritual killings used for organ harvesting, the continuous practice of the proliferation and abduction of street children and several other cultural, social and religious distortions pervasive all around us.
I also focused on the societal tendency in Nigeria to suppress the potential of highly intelligent and deserving individuals. This theme was a crucial basis for initiating this conversation. I believe the book, DISTORTION, resonates with readers because it addresses identity issues, such as the Osu caste system prevalent in Eastern Nigeria.
I’m proud to announce that Distortion will now serve as a national reading book for competitions in Nigeria and internationally. Anyone interested in obtaining Distortion can visit our website, LightRay! Media, or simply search for it on Google for more information on how to get a copy.
What’s one piece of advice you would give your younger self, knowing everything you know now?
It begins with “Know thyself.” Who are you? Not “What are you?” During my training sessions, which incorporate coaching and mentorship, I often pose a vital question to participants and attendees: “Describe yourself in three words.”
You must ask yourself: What is your mission? What impact do you want to create? Are you adding value within your circle of influence no matter her small that circle is?
I often describe myself as “The Bodacious, Vivacious, ‘Vavavoom’ full of energy.” I encourage every young person to find their own three defining words and work towards building the network and personal growth needed to achieve their goals.
