Meet the Persona: Collyde Prime
In our first “Meeting the Persona”, we catch up with the “Angriest Designer in Nigeria” and take a sneak peek into the man behind those lines.
Layrz: Tell us a bit about yourself?
Collyde Prime: My government names are Adesugba Adedapo Oluwayomi. However I earned the name ‘Collyde’ from a friend called Enigma when I started rap battling in college, University of Lagos. ‘Prime’ came later as a result of trying to stand out (we have many autobots but Optimus always stands out and apart from saving the day takes all the ass whooping for the team as a leader).
I basically grew up, schooled and lived in Lagos most of my life. I also lived in Turkey for about two and a half years. A graduate of creative arts UNILAG, hip-hop music enthusiastic and a talkative.
What role did growing up play in leading you down this path?
CP: I grew up in the early/late nineties with my grandmother. When we had no mobile phones, no internet, no electronic thumbs up. All we had was the tube — running back from primary school to catch the first cartoon at four 0’clock. My neighbor Bankole Latinwo had cable so we used to stay up all night and watch wacky races back to back … the Hanna Barbara era, Ninja Turtles, Captain Planet … all these ushered in a period in our lives where we were heavily influenced by the 90’s animation and gaming culture.
We had no PS5s like kids of nowadays but Contra and Pacman. So we started drawing our own comics although they were completely crappy and lacked the basic principles of drawing. But we felt cool and shit. You had to be creative to be cool, so the coolest kid was the guy with the best toys or dopest drawings of a Ninja Turtle. Monkey post, table counter football — these were the early signs of creativity in all of us. Luckily for me I never really stopped. All my friends outgrew the habit, but I kept on going all the way from my secondary schools through to college.
How did you start out?
CP:I started out like every designer/illustrator — raw talent and friggin clueless. My family fortunately knew this was my path so there was no holding back. I was always drawing, scribbling shit and watching cartoons and reading comics. I had this guy, Ekene, who was a great artist, so I snuggled under his wings to learn. At my industrial attachment at 66th dimensions under the tutelage of Tunji Oyewo I learnt the basics of how to work under a structured environment as an office. He gave me my first Wacom pad. My uncle gave me my first laptop and voila! I was introduced into the world of CGI. Kayode Kotun taught me how to paint in Photoshop, Kayode Sanwo, who later on introduced me to advertising, got me my first storyboard job at ZK advertising (now Yellow Brick Road) under the supervision of Tunde Makinwa and Chuma the then creative director. Then after school I served as a youth corper at DDB Lagos, one the most renowned creative agencies where I met Chris Okonkwo who stepped my game up another notch and brought me into Kuluya, the first indigenous gaming company in Nigeria, where I met some of the most creative nappy-heads I have seen — Chidi, TBJ, Moh, Harry, Jahrastafari Ekene, Nelly.
I’m presently at one the most prestigious creative agencies in Lagos, STB McCANN. Great guys, my MD Mimi, Sam, Ellis, Deji, Senami, Tomi, Leye, Usuv, Laolu and MR TOLA!!!! ( I hope this doesn’t seem like a rap shouout…)
My journey was rough but interesting. Learnt the hard way. Made mistakes but survived. I started my own movement called AWONDA Online, which basically consists of action comics and witty cartoons and so far I continue to meet great guys who are in the same field through social media, like my partner and animator OJ Okosun and Leslie (the LOCH NESS MONSTER OF DESIGN!), my fans — loyal to the bone always encouraging and full of life!
If you had the chance for a do-over, what would you have done differently?
CP:I have never thought of that really. But the truth is there are so many projects I would love a do-over for. For instance My fuel scarcity cartoon to which I have added a few more interesting angles. If do-overs are going to happen it would be work related mostly. Every other thing that has happened in my life was for a reason. I do not fear making mistakes but dread the haunting power of regrets.
What’s a regular day like for you?
CP: Well… I have always had a day job. I think I have only been jobless for like three months only all my adult life ever since I got out of school. So it entails me waking up early (I am an early morning person), take a bath, sometimes I forget to brush so I keep a pack of mints, keep my ’movement playlist’ on repeat consisting of the best rap songs from around the globe, get to work at an AD agency and crack creative briefs.
In the evenings I hit the studio with my producers Babatude 2deep, Uche and Marsh — guzzle a few bottles of Orijin. Some days especially holidays I just stay home , draw, watch anime and the Breakfast Club Power 105. That’s all.
Work life balance?
CP:It’s hard. My life is what I do — because I am very passionate about it. I have been dumped not once not twice because I was too busy. Even friends family sometimes don’t understand the depth of my processes. Some think you can just pull out illustrations or designs out of your ass. It’s a sacrifice. If you are going to be better than the next guy you’ve got to put the work in. There is really no balance. If you are going to stand out you’ve got to put that muscle in.
I am not saying I don’t have fun. Once in awhile I go for shows. But I prefer doing my crazy shit in my office or studio — bring all the craziness there and also work simultaneously. We can play our own music not the one dj’s force down our throats. Nigga is grown.
My responsibility is to change the perception of Africa as a whole through animations and CGI, so I pay less attention to stuff that’s not related to that.
Let’s talk finances. How rewarding is this hustle?
CP: I can’t complain. If I did I won’t be in this profession. The truth is if you do not place a certain value on your brand people would still price you like fish in the market. I’ve had people call me to design their 300 page magazine for 5 thousand naira. As a professional you just have to be able to tell cheap clients to go f**k themselves — not literally but politely. We have some clients who have some dignity and understand what they are buying into. They pay what you ask for and give you the creative license and credits. I wouldn’t lie, the finance part in creativity in this part of the world is discouraging because Nigerians are not used to paying well for creativity, except the musicians because they have been able to properly sell their brands.
So as an illustrator, photographer, CGI artist you’ve got to place a lot of value on your rates and properly document why your are billing that way. Else people would still want to pay you peanuts.
So what would we always find in your bag?
CP: Hahahaha. Wouldn’t that be snitching??? Niggas could double cross me and rob my ass. Well, mostly my tools for illustrations. No IED’s or rocket launchers. Just a leftover bottle of Origin, lots of wires and cables.
Favorite books, blogs, podcasts?
CP: Well I’ve read a lot books. But the one that changed my life was ‘Ignore everybody’ by Hugh McLeod. A must read for every creative person. Blogs and sites — DeviantArt, Cgsociety, Behance, Abduzeedo, Layrz (I am not saying this because he’s my friend o), Big Ghost chronicles, Eeeeelm, Complex Mag, dj akademics — what an art.
Podcasts — Brilliant Idiot, Bill Burr and Prokoprenko.
Any advice for beginners and upcomers?
1. Don’t tell everyone about your idea. Most people are idiots. Some people would keep quiet and steal it. Some would discourage you and steal it.
2. Always f**king keep a notepad. Ideas come in the funniest most awkward places.
3. Be informed about the people who have done it before you. Respect the gods and let them inspire you. Take a jab from critics in good faith. Know the difference between a diss and an observation.
4. Listen to new music. Go to new places. Learn a new language or a new culture. But never forget yours. Africa has a lot to sell.
5. Don’t date a nitwit. I call them energy zappers. They bring drama and miserable shit to your life which is distracting. Plus if you sleeping with them it’s worse.
6. Hangout with pragmatic business f**ks too. They’ll teach you how to convert creativity to money.
7. Have a fucking lawyer damn it. Let them explain the contract before you sign it.
8. Watch cartoons. How can you be an artist and you don’t f**king watch cartoons? That’s like a pastor who doesn’t read the bible.
9. Don’t be afraid to fail. Start shit and keep at it.
10. There can be only one YOU. A Picasso is a Picasso. Create your own niche.
For the first time, we’ll be hosting, exclusively, the latest Misfit episode.
Art by Collyde Prime. Click the Link below to Read. NOW.
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