Joseph Obasi, popularly known as CruisewithJoe, boasts 416,000 followers on Facebook and 194,000 on Instagram. In an interview with NAOMI CHIMA, he shares insights into his journey and experiences.
What inspired the creation of CruisewithJoe?
The brand CruisewithJoe was not a deliberate venture but emerged organically. Initially, I was just a food vendor producing content to promote my brand. Unexpectedly, a video showcasing one of my creations, Joseph’s Pot, went viral. This led me to create a dedicated page for it, shaping my content around that viral video ever since.
How has the brand evolved over time?
I believe in going with the flow and not imposing strict control. When the breakout of CruisewithJoe occurred, I embraced the momentum. The brand has transitioned to the point where I am now predominantly recognized as CruisewithJoe rather than just a food vendor. As it gained traction, I made the decision to showcase my food brand more prominently. Additionally, I engage in creating advertisements for other businesses, always striving to venture into new territories guided by my imagination.
How do you maintain authenticity in your content while incorporating your native dialect?
My authenticity lies in integrating my native dialect creatively into my content. While some viewers request subtitles due to language barriers, I find that humor and expressions in my native Igbo dialect resonate more effectively. Despite potential challenges, I remain committed to upholding my niche by infusing Igbo elements into trending content, attracting a broader audience seeking culturally immersive experiences.
What do you prefer between being a food vendor and a content creator?
Choosing between being a food vendor and a content creator is tough, but if I had to pick, I lean towards being a food vendor. The satisfaction of preparing and offering delicious meals to appreciative customers surpasses other forms of creative expression. Serving quality food establishes a unique connection and trust with patrons, an aspect I value immensely.
What inspired your journey into cooking?
Cooking began as a hobby influenced by my family members involved in the food industry. Despite initial reluctance due to the demanding nature of traditional cooking methods, positive feedback on my culinary skills encouraged me to explore this path further. The pivotal shift towards establishing a food business came during the challenging times of the COVID-19 pandemic.
How have content creation and cooking contributed to promoting local businesses?
Through content creation and culinary innovation, I have revitalized interest in local dishes and dialects, particularly the Owerri Igbo culture. By showcasing traditional recipes like ‘nkwobi’ in an appealing manner, I have heightened cultural appreciation and economic growth within my community. Furthermore, my endeavors have empowered young individuals through employment opportunities, fostering a positive impact on livelihoods and government revenue.
What drives the content you produce?
Content inspiration often stems from casual conversations with friends or personal encounters, which I transform into humorous narratives. The organic growth of my content, including international recognition, serves as a testament to the relatability and authenticity I strive to maintain in every creative output.
What role do you envision playing in shaping the future of young entrepreneurs, especially in the eastern region?
I aim to impart knowledge through workshops on content creation, enabling aspiring entrepreneurs to navigate the digital landscape effectively. Additionally, I seek to expand my business model to support local vendors and stimulate economic opportunities within the community. A special project, ‘August Meeting Umuaka’ (For the Gen Z), embodies my commitment to preserving cultural heritage and engaging younger generations in cultural traditions.
What challenges have you encountered in balancing your roles as a content creator and food vendor on social media?
It’s important to acknowledge that not everyone will appreciate or support you once you’re in the spotlight. Some individuals who have faced setbacks may project their insecurities onto you. Despite this, it’s crucial to remember that God always provides protection.
Many content creators are relocating from the East to Lagos and Abuja, prompting a need for better support systems for creators in the Eastern region.
How do you manage the roles of being an entrepreneur and a content creator simultaneously?
Managing a business alongside content creation comes with its challenges. People sometimes blur the lines between personal and professional relationships, creating additional complexities. Moreover, being based in the East can result in undervaluation compared to creators in other areas like Lagos. Collaboration with fellow creators is essential, and success can be achieved regardless of location.
What advice would you give to aspiring social media influencers aiming to make a difference in their communities?
My journey as both a restaurant owner and content creator was unplanned but required dedication and effort to expand. Authenticity and quality are key; a genuine product will attract its audience. It’s crucial to focus on providing value rather than seeking validation.
How do you cope with criticism?
Learning to deal with negative comments is a process. Initially, criticism may sting, but over time, it loses its power. Responding to positivity and constructive feedback while disregarding malicious remarks is essential. Extreme cases of cyberbullying should be addressed legally.
How do you maintain your authenticity and originality?
Continuing to foster community engagement and staying open to collaborations and opportunities helps remain grounded. Being proactive in creating opportunities is also vital to personal growth and development.
What message do you want to convey to your followers?
Expressing gratitude for their support, it’s important for followers to find their own path and not solely rely on consumed content for inspiration. While appreciating the support, staying true to oneself and following personal aspirations is key.
How do you manage stress?
Finding ways to delegate tasks, such as content editing, and engaging in relaxing activities like swimming, help alleviate stress. Balancing responsibilities and seeking support are essential in managing stress levels effectively.
How do you navigate attention from the opposite gender as a single individual?
While attracting a predominantly female audience, setting boundaries and focusing on professional interactions are key considerations. Despite being open to marriage, prioritizing personal fulfillment and commitments remains crucial.