I was 15 when I first experienced the marvel called ewa aganyin. It was at mile 2 estate, amuwo odofin. We were there to help an aunt babysit. We had arrived that first day, early morning, completely ignorant about how to take care of babies. And then she asked if we didn’t mind bread and ewa aganyin for breakfast. I hated beans, I still do. In that moment, she had paired my two most disliked meals – bread and beans. Unknowingly. But it was first day, and like many first days, you simply said yes because you didn’t want to offend.

Minutes later, her help was outside watching out for the women who hawked ewa aganyin. In that short time, I kept asking myself how I’d force a full dose of bread and ewa (beans) down my throat without dying. I took a wary bite, it became a full on scoop. Then another scoop and another. “Oh my God, this is beans?”, I thought attempting yet another scoop. I looked up and suddenly realized there was nothing left on my plate. I had finished my most hated meals and I loved every spoonful. In that brief moment, I understood why you needed to stand outside and watch for those women. It was simple: There were many others on their balconies just waiting. Waiting for the women to bring them the best of beans. Ewa aganyin.

The creative business is one area that I always found intriguing. Unlike other aspects of business, creativity I have found, is one field that most people would rather do for fun than for some form of economic advantage or to build wealth. Thankfully, the interconnectedness of the world is slowly shifting this perspective.

Ever wondered why a friend would ask a favour of a singer, negotiating that they sing a song at their event solely on the premise of friendship. On the other hand, they would readily pay their friend who is an accountant or a lawyer.

I like Jay, so I am simply going to reference him. “I’m not a businessman. I’m a business, man!”, has to be his most quoted statement. To recognize yourself as the business is a whole different ball game. Every creative is a business. We are the site, the HR, the personal assistant, the media director, the strategic planner, the brand manager, the product. But sadly, for many creatives, myself included, this understanding is more often years away.

The Science to the Art
I have also found that most creatives who make a business of their craft, stumble into it. Subsequently, there is rarely a deliberateness about it. We did not learn to apply science to the art of creativity. Let me reframe that, we do not learn early enough to apply a science to the art of creativity. And business is like science. Facts must be applied to mystery, rationales must be attached to ideas, proof must come to the table. We must show workings.

Ewa aganyin is the beans that showed workings. Consistently. Over the years. Anybody can make beans. But making ewa aganyin requires a certain kind of consistent expertise. It takes patience and careful application of all the ingredients in the right proportion. The right kind of oil. The right amount of pepper. The right quality of beans. The right length of cooking. All of which add up to perfect texture of ewa aganyin when cooked. The same applies to being in the business of creativity: The choice will always be whether to simply be a creative, or to be the ewa aganyin kind of creative. The difference? One had people waiting on balconies for them. As creatives in business, we have to consistently deliver not just the right kind of expertise, but a great one. Consistently.

The Business of Creativity
As a writer, entertainer, celebrity, artist, how do you prime yourself for the business of creativity? Simple. Careful application of business ethics to the unconventionalism of art. Passion is a great start, however when not supported with the right business ethics, it does not become a corporation. It’s having the right kind of ideas. The right amount of craziness. The right quality of concepts. The perfect texture to execution. Practise and practise. A nurturing of your art. A very intentional presence of mind. It’s people management. Most importantly, know of the rules of your art. To break the rules, we have to know the rules.

In the end, the business of creativity can ensure continuity of art as an economic legacy. The art and the person become bodies of reference. The creative business starts to transcend one person and begins to lay the foundation for impacting the lives of people who are not creatives – from lawyers, to psychologists, to accountants, to marketers – but who can thrive in the creative industry. Creativity then becomes a sustainable business that also empowers other creatives and gives them a platform for growth, recognition and greatness.

Ewa aganyin.

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