Chude Jideonwo, renowned media entrepreneur, storyteller, and CEO of Joy, Inc. has addressed the lingering criticism surrounding his work on former President Muhammadu Buhari’s 2015 presidential campaign, which some have labeled as “image laundering.”
He addressed the criticisms when he spoke recently about his 25-year journey in media and personal growth during a candid conversation with young media professionals.
The conversation offered honest insights into his journey, the lessons he’s learned, and how his perspective on life, legacy, and impact has changed over time.
Responding to Kehinde Okikiolu, who asked if he had any regrets about taking the campaign brief for Buhari, Jideonwo firmly stated that he did not. “It wasn’t image laundering, as people call it. It was the biggest political campaign of my generation, and it was the kind of work I wanted to do — to impact national outcomes and galvanize young people to be part of decision-making,” he explained. “I was so confident it would change the country. Now I know it’s arrogant to think you know what the future will bring.”
He reflected on the internal lessons he learned from that experience, admitting that his past perspective was shaped by ignorance. “I thought people who voted the other way loved the country a bit less than me. But now I know they loved the country too; they just believed differently. To be foolish and grow out of foolishness is what makes us human,” he added.
When pressed on whether he felt apologetic towards those who believed in Buhari won due to his influence, Jideonwo was candid. “I wish I felt apologetic, but I don’t like performing apologies. Authenticity is part of me. I know if I apologize, some people will feel better, but that’s not who I am,” he said.
Reflecting on his years in media, Jideonwo shared how he has learned to detach his peace of mind from public perception. “One thing I’ve learned in doing media work is not to pay attention to how people receive it so I can have peace of mind,” he said.
He also noted that the question, “How are you?” is rarely asked of him in public spaces. When asked by Jay On Air how he was doing, Jideonwo offered a rare glimpse into his current state of mind. “I have a sense of being carried — but joyfully. I don’t always feel that way, but this year, particularly, I felt like that,” he admitted.
Asked by Chinasa where his confidence comes from, Jideonwo credited his mother for instilling courage. He recalled an incident when he attempted to gain admission into the University of Lagos (UNILAG) at 15, a year younger than the standard age. When asked to sign an affidavit, his mother refused. Instead, they went straight to the Vice-Chancellor’s office, where he was granted an exemption.
“I believe if you don’t seek, you won’t find,” he said. “I learned courage from my mother.”
He further reflected on his personality, embracing the complexity of being both confident and reserved.
“I’m both shy and bold at the same time. Before, I used to think that you couldn’t be both, but of course, you can,” he noted.
When Olumurewa Ogunkoya asked how he intends to create a lasting legacy, Jideonwo expressed indifference towards the concept. “I don’t care about legacy. I only care about what is happening while I’m here. Most people whose legacies are remembered were not conscious about creating it,” he stated.
He drew inspiration from Oprah Winfrey, whom he has followed closely throughout his life. “Any interview Oprah has done, I’ve watched and read it,” he said. “Oprah’s legacy is Oprah. When I say I’m not ready to get married or I’m not sure I will, it was watching an Oprah show where she explained why she decided not to get married. That was the philosophical explanation I needed.”
He added, “That’s Oprah’s legacy — living a life that a young person in Lagos wants to pattern their life after.”
