YAWA Media
“In 20 years, there will be kids in Canada who don’t have strong ties to Nigeria or Africa, but they’ll want to see their culture reflected in the media”
When Folarin Odunayo launched YAWA Media, it was more than just another media venture. Driven by a passion for supporting emerging artists and creating a space that genuinely represents the African diaspora, Folarin’s journey reveals the balance between creativity and business. Through his platform, he’s not only giving artists a stage but also building a bridge for Black Canadians and African creatives to connect, inspire, and showcase their work. By blending artistry with strategic thinking, he’s creating a space that uplifts emerging artists, celebrates African culture, and inspires future generations.
Music and creativity have been part of Folarin’s life since childhood. He recalls starting on the drums at seven and later picking up guitar, honing his skills in his local church. “That was phase one,” he laughs, describing a time when his creativity was pure self-expression. But as he grew older, he realized he wanted to combine his artistic side with a more structured role in the creative industry. This path led him to experiment in various creative spaces, eventually sparking the idea for YAWA Media.
YAWA, which fittingly translates to "trouble" in Nigerian Pidgin, became a space where Folarin and his team could support emerging artists, not just creatively but also logistically. “Artists often don’t want to worry about the administrative side of things,” he explains. By taking on the behind-the-scenes work, Folarin has allowed artists to focus on their craft, which has been key to YAWA Media’s mission.
YAWA Media’s mission is deeply rooted in the need to document and celebrate Black creatives in Canada, especially those with African backgrounds. Folarin emphasizes that the media landscape often overlooks nuanced representations of these communities. “In 20 years, there will be kids in Canada who don’t have strong ties to Nigeria or Africa, but they’ll want to see their culture reflected in the media,” he shares. With YAWA, he hopes to provide those future generations with a sense of identity, belonging, and pride.
As an artist manager, Folarin has had to navigate the highs and lows of the industry. The role involves everything from planning and communication to building strategies—all to support his artists’ goals. “A lot of artists just want to create,” he says, recognizing the gap between creative talent and business skills. By stepping in to bridge this gap, he enables his artists to focus on their passions, while he handles the logistics.
He also prioritizes building genuine relationships with artists. For Folarin, knowing his clients’ “why” is essential: “I ask artists why they want to work with me. If their answer doesn’t align with what I think I’m good at, it’s a sign that we might not be the best fit.” This intentional approach allows YAWA Media to grow sustainably, while keeping authenticity at its core.
“I wanted to create a space where artists could experiment without the pressure of perfection”
One of YAWA Media’s standout projects is Tiny Condo Sessions, an intimate music series that Folarin started as a way to reconnect with his own artistic side and help others do the same. The concept is simple: musicians perform in a cozy setting, sharing their art in a raw and authentic way. Initially, Folarin launched Tiny Condo Sessions to practice his own music, but the event quickly took on a life of its own.
“I wanted to create a space where artists could experiment without the pressure of perfection,” he explains. Each session is intentionally small, bringing together a community that values artistry and connection. The show’s unique vibe—a blend of tender, soulful performances and a supportive audience—has attracted a loyal following. “Artists need spaces to grow and test their craft,” he says, and Tiny Condo Sessions provides just that.
Reflecting on his journey, Folarin emphasizes the importance of starting, even if the vision isn’t fully clear. “You don’t need the perfect version to get going,” he says. This “minimum viable product” (MVP) approach has been instrumental in developing YAWA Media and Tiny Condo Sessions. Rather than waiting for the perfect setup, he worked with what he had, allowing his ideas to grow and adapt over time.
Folarin also stresses the value of accepting failure. “The first version of YAWA didn’t work out, and that’s okay,” he shares. “Failing taught us what we needed to change.” This resilience has shaped YAWA Media’s evolution and helped Folarin build a brand that resonates with his community.
For Folarin, it’s not just about the music—it’s about building something that will last, something that will continue to resonate long after the last note fades. His dream? To secure funding that allows YAWA Media to offer free events, pay artists fairly, and maintain an accessible space for fans and creatives alike. “If fans can come for free, and artists can get paid—win-win,” he says with a smile. He also hopes to provide employment opportunities within the creative industry, particularly for young talent. “I want to build a structure where a 19-year-old intern can grow with us,” he says. Folarin’s vision is as much about empowering others as it is about building a thriving business.
You can follow Folarin’s journey and learn more about YAWA Media on Instagram @shipwreckflow and stay tuned for upcoming Tiny Condo Sessions and other YAWA Media projects.
Empowering Black entrepreneurs and creators in Canada
Locations
Categories
2024 SoPlugged. All rights reserved