‘I STARTED AS AN ALAGA IN SS2’ — JIDE GOLD ALAGA OPENS UP ON FAME, BRANDING, NETWORKING & BUILDING A SUCCESSFUL EVENT CAREER
From captivating dance moves to commanding traditional wedding ceremonies with confidence and cultural depth, Salau Hammed Olajide, popularly known as Jide Gold Alaga, has become one of the most recognizable faces in Nigeria’s traditional wedding industry.
Known for his vibrant style, professionalism, and strong stage presence, the celebrated traditional compère recently opened up on collaboration, branding, networking, mentoring upcoming Alagas, and the realities of building a lasting career in the events industry during the launch of Kovio in Lagos.
In this exclusive interview, Princess Adeola Shittu, Publisher of Event Diary Lifestyle, brings you the insights, experiences, and industry wisdom shared by the respected culture and events personality. Enjoy.
How do you collaborate with planners and families to deliver a smooth event experience?
Once an event planner reaches out to book me, the first thing I ask for is the event date and location.
Whether I know the planner personally or not, my professionalism remains the same. My rate card is my rate card.
After the booking, I begin proper follow-up immediately. I need to understand the family structure, where the bride and groom’s families are from, and every necessary cultural detail that can help me deliver an exceptional experience.
One thing I also ensure is maintaining proper structure between myself, the planner, and the client. I usually communicate through the planner first because I never want to disrupt the relationship between the planner and the family.
That coordination helps us work better together and keeps communication organized throughout the planning process.
What happens when clients contact you directly without an event planner?
Honestly, I also enjoy when families contact me directly because it creates a more personal connection.
Traditional weddings go beyond just entertainment. Families want someone who understands emotions, culture, prayers, and family expectations.
Once I connect emotionally with the family, they become comfortable discussing deeper details about the wedding—from cultural preferences to sensitive family expectations.
That relationship-building helps me deliver better because they already see me as part of the celebration, not just a service provider.
You’ve built a strong reputation as an Alaga and also trained others. What does it truly take to master this role?
A lot of people think being an Alaga is just about knowing traditions, but it is deeper than that.
I started this journey while I was still in SS2, but I did not rush into training people immediately. I spent almost seven to eight years learning, growing, and understanding the industry before I started mentoring others.
Today, many people rush success. They handle one celebrity event and suddenly feel they have arrived. But growth is a process.
You need to build your brand gradually and become truly established before positioning yourself as a mentor.
For me, I wanted “Jide Gold Alaga” to become a household name first before I started training others.
Even my students spend years under training because I believe people should feel the impact of proper mentorship when they encounter anyone trained by my brand.
How did you overcome stereotypes about age and appearance in the industry?
A lot of people initially judged me because of my appearance and youthful look.
Some people believe traditional wedding anchors must look older before they can command respect or deliver effectively. But I focused on mastering my craft instead.
I studied old Yoruba songs, traditional wedding culture, and how to connect with both young and elderly guests during ceremonies.
So when older guests attend events and hear traditional songs or cultural expressions they relate to, they immediately recognize the effort and depth behind the performance. At that point, people stop focusing on age and start focusing on value.
What advice would you give to people trying to build careers as Alagas or MCs?
The first thing is patience and growth.
A lot of upcoming people want to immediately charge the same fees as established professionals without understanding the years of work behind those rates. You need to grow gradually and trust the process.
Another important thing is visibility. Many talented people do events regularly but never post their work online. If people cannot see your work, they cannot remember you when opportunities come.
Networking is also very important. Many of my biggest opportunities came from relationships built at events.
You also need collaboration. The event industry is built on connections. Collaborating with vendors from different sectors exposes your brand to new audiences and creates more opportunities.
Humility, consistency, networking, and visibility are key to lasting success in this industry.