Max 102.3 FM presenter, Emmanuella Isioma Odiatu, who is better known as Ella The Fourth, is unarguably, one of the most popular radio hosts in the country at the moment as her show, Max Drive, an evening belt show of the radio station, stands out as one of the most listened to radio shows in Nigeria.
The Delta State-born University of Benin graduate is a combination of brains and beauty, and easily passes as one of the best presenters Nigeria has at the moment.
In this interview with Wole Adepoju, Ella, as she is fondly called by her close friends, talks about a variety of things including her career, and how she found herself on radio, her motivation and future projection.
To crown it all, the humorous radio rave opened up on the qualities she expects her man to possess, her style, and of course, why she’s not actively searching for a husband.
Enjoy the excerpts:
How long have you been on radio?
I have been on radio since 2016. I am what you will call a new school presenter. I started straight from school when I did an internship at Hot FM in Asaba, Delta State.
When I graduated from the University of Benin, I went to Hot FM on internship, and that was how my journey as a radio show host started.
But when I was younger, I had always wanted to be in the media space; I had always wanted to be a newscaster. But a newscaster is not the way to go right now, so, yeah, you will still be in the media pace and I am grateful for that.
These days, some young presenters love to be in the spotlight and are attracted by the glamour that goes with the profession. Is it right to say that was your story as well?
It wasn’t the glamour that got me attracted; far from that. The truth is that while growing up, I really hated Mathematics. The subject I really loved the most was English. I found it rather easy to write and to speak. It was easy for me to do things in the creative direction, so I was naturally drawn towards that path of watching people on TV.
Like I said, I always wanted to be a newscaster, but it was not the glam that drew me to the profession. There was this lady on NTA I used to love watching a whole lot. Her name is Joy Osuagwu. She is a newscaster. I always loved the way she looked; her carriage, poise and her charisma always thrilled me a whole lot. Sometimes, I would just pick up a newspaper and start to read, pretending I was reading news, trying to mimic her. So, for me, it wasn’t just the glam that got me. I didn’t even know there was glam attached to it. I just knew I want to be this person. And I am living the dream now.
What course did you study at the University?
I studied English at theUniversity of Benin. I was supposed to study Mass Communication, but the story behind the change is quite interesting. I had a senior in secondary school. She was like a year or two ahead of me, and her mum and my mum were good friends. She got into University of Benin to study Mass Comm, and those who know UniBen know that the campus is at a different location from the main campus which is Ekenwa, while the main campus is at Ugbowo. But when she came back, she told us stories of witchcraft, how she lost weight and all the things she had seen and she basically ran back to Lagos.
So, with all what she told us, I was like “Hey, I am not going to Ekenwa for anything (Laughs)… and I decided I would just do English Language that is on main campus and that was how I ended up studying English and Literature in University of Benin.
Before now, some parents had concerns about what their children would end up as when they studied some courses like English Language. In your case, did your parents not feel that way or see the witchcraft story as a ploy to stop you from doing Mass Communication?
Like I said, my love for speaking, reading and writing along English and Literature, was known by the whole family, and when eventually it was time to get into the University, they were not surprised when I said I wanted to study Mass Comm.
Knowing that it was what I had always lived doing my mum and dad agreed with me that as long as I was not going to Ekenwa, I could settle for English. They also believed the witchcraft story and did not want me to catch witchcraft either, so the next on the line was English Language. So they agreed that I could do English Language; there was no problem at all. They were like when I graduated, we would figure out what to do. But my elder sister used to taunt me a whole lot. She would tell me ‘with all your brain, it’s English Language you want to do. What happened to Medicine? Nursing?’ And I would go like, ‘leave it, when I finish school, we will figure it out and here we are now.’
What does it entail to be a new school presenter on radio?
The term ‘New School’ on radio is basically the 21st century presenter who do things differently from what was obtained in the past. We are the new breed, so things are different from the old times. Nowadays, we have a lot of ‘more music stations;’ we have urban stations, unlike the old times, where we had lots of talk stations.
Everything sure has its pros and cons though. In the old times when most of the radio presenters were from the older generation, it was a little bit difficult. I would doff my hat for them because they had to do proper hard research to come up with their contents. There was nothing like the internet or anything you will just tap and you have information at your finger tips. It was a bit more tedious back then but they still did a perfect job. They were the ones that really understood what research was about. But I am not saying the new school do not do research to enhance their work. Far from that because we still carry out a lot of research but it is a lot more easier now. Blogs and online news media help the ‘New School’ a lot though most of the blogs have done a lot of harm but some of them are still very helpful. I am not going to lie, most of our ‘New School’ presenters rely on blogs for gists and that’s not safe.
As ‘New School’ on radio, we do more of music and entertainment. That is the hub right now… entertainment, unlike the older generation that did more of talk, politics and the rest. So, that’s basically the difference.
Nowadays, radio seems to have become an all-comers affair because of the entertainment and music. Some people even think the free-for-all syndrome is taking a toll on true professionalism. What do you think?
I have said this before and I will repeat again: because you just realized you have a radio-froendly voice or someone told you that you have a great radio voice does not mean you are cut for radio. It does not in anyway mean you should be on radio. If you feel a pull to be on radio, you should first of all go for media training. There are basic journalism training you should undertake if you know this is what you really want to do. Apart from the fact that you have a sweet voice, what do you have inside of you? As much as you turn on the microphone, as much as you entertain, you must also educate your audience. Even if it’s one thing that you say that people take home every day, you must work on yourself and come up with something to educate your listeners every single time you are on your beat.
So, it’s not enough to just say I can speak well; you can come to radio, speak well and speak beautiful nonsense. So, you must learn the basics about journalism. It is just a couple of months to do that. You hear people say what the heck is an OAP?(Laughs)
They say there is no such thing as an OAP. People are drawn to the glam like you said and the glitz and they don’t know that there is actually hard work you have to put in to become the best. Most people that I know who are seasoned broadcasters didn’t even study Mass Comm. I don’t think you need to be a Mass Comm graduate or an English graduate in order to do radio. You just need to have a broad knowledge, be intelligent and have the ability to capture your audience when you open your mouth to speak.
So, it doesn’t matter what you studied in school. You can study French, Yoruba or anything, but in order for you to know the rules, you have to undergo the basic training like I said. In every profession, there are simple rules and on radio, you have to apply these rules as well. Some people don’t know that using the ‘F’ word or some words on radio are prohibited, but you learn these in the course of your training.
There are certain things you can’t say on the radio, that is why it is important to get basic journalism degree. There, you will be exposed to the NBC rules and the ethics of journalism. You will be exposed to what to do and what not to do; it does not matter what you studied.
How would you sum up your experiences on radio?
(Laughs) My experiences on radio! Wow… I have been through it but I would say that overall, everyday is a lesson for me. I came to radio not with the mindset that I will get paid because I had heard some stories, so I removed that from my head a long time ago. I would say there are users; there are companies that sets up radio stations without the slightest idea how they would pay their staff; they don’t have plans. And the most interesting thing about starting a radio station is that you should not even think about profit in the next five years. So, for you to have a radio station, you should have funds somewhere that your staff can survive with while you are still trying to make a name and all that. So, in the beginning of my career, (though I am still in the beginning) but talking about the early stage of my career, I was broke a lot but I put my head down and learned from different people.
I had people like Lady E Umokoro of Mega FM, Warri, who was of immense help. She was the one who gave me a chance at Hot FM, Asaba, when she was there. If I start reeling off the people who brought me to where I am, it is a long list but I will always give a big shout out to Lady E of Mega FM. All she needed to do was listen to me speak. She asked me a couple of questions and I was not just able to answer well, but the way I spoke, she took a chance on me and put me under somebody to intern. I interned for the longest time (Laughs). I kept interning and interning until I left the station. But it helped me a lot. I was broke a lot but it helped me. I later moved to Lagos and somebody hooked me up with Murphy Jemba and Sean Amadi of the popular Murphy Jemba Show. I was with them as an extra for about two years until the station that I am now with said that there was something they saw in me, and would like to have me as a staff. So I was staffed and I am still here at Max 102.3 FM, and it has been an amazing journey. I don’t know how every other person started their journey but my journey here at Max FM has been nothing short of beautiful.
What has being on radio added to you, as well as taken away from you?
Let’s start with what it has added. People always like to hear what I have to say. People always like to seek for my opinion based on the fact that I am on radio and I should know something about everything. Well, to the best of my knowledge, I have not disappointed over time (Laughs). People think that it’s your job, then you have to be a repertoire of information. That is one of it. People like to hear my opinion and when I say people, the people that matter most are my parents. They like to hear what I have to say. That’s a big honor for me. The love and respect I get from the younger people, that’s what really amazes me because I also looked up to certain people in my teen years, so when I see people who are younger than me look up to me, it really humbles me. I am not a millionaire, I know, but I “get level small.” It really humbles me. I go by the name Ella The Fourth on the radio and I when I check my Instagram following, I see young people changing their names to Dapo The Fourth, Tope The Fourth. That is influence and I intend to use my influence the right way. So, that’s the pros for me.
As for what it takes away… I will say I am the type who is outgoing and I love my space so much. I am not a celebrity but I will still go back to Instagram, where we have our constant interaction with our listeners. When it comes to making friends, it is a little bit difficult for me because I really don’t know how to do it. Sometimes out of love, people who listen to you send you messages and sometimes, I am so skeptical to reply because the fact that we follow each other on Instgram does not mean we are friends. It is just respect, because you listen to my show and I have to accord you that respect. But some people, once you just reply and say “Hi,” they believe that you are friends from way back and they start talking to you every day and I can’t even talk to you every day, because I have other things to do. Basically, it’s not deep but that’s one of it. It has taken away my privacy.
Your looks and status will sure attract men to you. How you do manage the attention?
There is no special way to handle all that because it is not like they are coming in droves (Laughs) to say I want to date you or anything. I still see myself as the basic girl next door. I don’t know what a celebrity is… I am just that girl next door; that is who I am. My carriage, how I see myself or how I want people to see me is how I want people to see me. Even without radio, I believe I have the carriage that, when I walk into a place, people will still notice me. So, it is what it is; I am just me.
Coming to your dress sense, do you dress to portray who you are as someone in the entertainment industry?
My style has actually evolved over time. There was a point in my life when I was strictly a Tomboy, and that Tomboy face came from a place of insecurity. When I walked on the street and people do that cat-call thingy, (Hey fine girl), it really did embarrassed me. I mean super embarrassed. As a shy person, even at this point, if I have to walk, I can’t walk without my headset, pods or earpiece, because I don’t want to hear what anybody has to say. So to put up a defence, I had to be a Tomboy. Something in my little mind told me that if you dressed like them, they wouldn’t notice me, so I spent a whole long time dressing like them. So, I would wear boots, I would wear big shirts or big trousers and all black. I felt like when I entered a place, I should dissolve, like nobody should see me. That was my mentality and my fashion statement then… black, black, black. But as time went on, I began to embrace my feminine side. I felt it was nothing to be ashamed of, nothing I should hide from the world. Not that I walked on the streets naked, but I slowly ditched the wearing of big shirts and the rest. Today, I flaunt what I have… I have nice legs, so yeah, I flaunt them. I don’t hide my legs any longer (Laugh).
How soon are you quitting spinsterhood?
Well, God’s time is the best. Not that I am actively searching for a husband on the streets or anywhere. Right now, I am actively doing what I love to do and I am a staunch believer in the fact that if you are pursuing your destiny on the right path, the people God has put on your path, inclusive of your husband or your wife to be, will be on that path. So, I am actively chasing my destiny and I believe the man is on that road.
What are the specifications you look out for in a man?
This question, I don’t know how to answer it, but let me just say, he should be funny. He should be creative, he should be patient because I could be a baby sometimes. He should know how to take care of a home. He should be domestic and at the same time, he should be that kind of guy that when he steps out, people would be like, who is this man? But e dey sweep house (Laughs), wash plate, dey cook. A man that was well brought up, a kind person, with a little bit of craze (Laughs). And I like dark men.
You are humorous. Where did you get that from?
My dad is a very humorous person. My mum too is a clown as well. I said that before on radio (Laughs). Some people think I am funny, but I think I could be at the right time and at the wrong time, too, (Laughs)
Do you have a plan to go on television?
Eventually, yes. I am not rushing things. I am still on radio now. I would not lie to you, I have this terrible shyness that I am trying to conquer. We will get there soon but I am very much comfortable behind the microphone and all that, but TV, of course, yes.
How do you prepare for your show?
How I prepare for my show is very spontaneous. There are already laid down things that have to be done and not changed. My show is quite spontaneous in a way that anything could inspire me. We have segments on the show. We have a segment where we have real life conversation, but not in serious way. It is very unserious. Then we have the game shows. What we do on the Max Drive is just banter. We know that there is Covid, we know that there is madness everywhere, so we are not here to remind you and expatiate and still, tomorrow, there is no solution.
So, what we are doing is this; while you are in traffic, while you have had a hard day, while your boss has pissed you off, while you are thinking of the soup to cook for your children and husband, while you are in transit, just forget about everything and just laugh while we are still making sense and educating. Basically, how I prepare for my show is, I could be in transit coming to work and I see this nice eatery where the picture of the menu is on the wall; you see properly folded pounded yam, the soup is beautiful, plenty lumps of meat inside it and then, I am like, me and you, we know if we go into this restaurant, we would never see something like this, and then, I would write it down. Or I bought meat pie and then I take a bite and there is nothing inside but carrot and onions. I will write that down as well and when I get on air and ask my listener a question like “is it fair that I am hungry, bought a meat pie and I see just carrot and onions?” And how do we say Buhari is our problem when the problem is you and I? So, my inspiration is everything around me.
Are there people you look up to in your industry?
Yes, of course. The people I grew up listening to; my siblings were always blasting radio in the morning when we are getting ready for school. By the way, I was the unexpected child, that’s why I am Ella The Fourth. My number is very specific to me. My other siblings are quite older than me, so most of them were done with school. So, in the morning, they would turn on the radio loud while cleaning the house or doing other house chores, while I will be getting ready for school. In the process, I listened to people like Dan Foster of blessed memory. His energy was infectious. I didn’t even know what he was talking about but I just loved his “Good morning Nigeria” signature… I loved it.
I would surprise you Dan Foster was the only person I really looked up to. There are lots of beautiful and amazing people, but Dan Foster was the guy I found so relatable. He was just like the guy next door and I was the girl next door.
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