THE “49-99” Tiwa Savage inspired #EndSARS Awareness Campaign

There are many ways to bring awareness to a cause. With the #EndSARS movement, we’ve seen people organize protests, gather donations, develop social media projects to educate people unaware of the movement. #EndSARS may have slowed down on your timeline but the fight has not stopped. Nikki Billie Jean of AllThingsAnkara decided to use her creative talents to continue the mission by doing what she does best – creating visuals.

“49-99” is a phrase coined by Fela Kuti in his 1978 hit album, “Shuffering and Shmiling”. The song and popular phrase refer to the hard life many Nigerians endure. “49-99” references a transit bus, known in Nigeria as molué, which originally seats a maximum of (49 passengers), but often has twice that number (99 people). This is a direct reflection of the poor economic conditions predominant in Nigeria.

“Since 49-99 is about poor economic conditions in Nigeria, we will use the project to bring awareness to the hard life conditions Nigerians, Africans, and Africans in the diaspora endure with police brutality and shine a light on the #EndSARS movement in Nigeria.”

– Nikki Billie Jean

Shot by Tayo Jr, check out the project below!

In an exclusive look, ONETRIBEMAG takes you behind the scenes of this project, amplifying the voices of each creative of this shoot. Check out our BTS below and listen to what they had to say!


Producer, Director, Stylist & Designer: Nikki Billie Jean, Nicolette Orji (@nikkibilliejean

Executive Producers & Campaign Producers : Nikki Billie Jean (Nicolette Orji) (@nikkibilliejean), All Things Ankara (@althingsankara) Troy Massa (@creative.troymassa / @troymassa)

Photographer: Tayo Jr., Tayo Kuku Jr. – (@tayojr)

Videographer, Film Maker & DP: Champion Studio, Wale Olawoyin (@waletheceo) (@championstudio)

Behind The Scenes Photographer: Nayo A Photography, Nayo Ayegbajeje  (@nayoaphoto)

Behind The Scenes Videographer: Shot by Tife (@shotbytife)

Interview: One Tribe Mag, Ayo Omolewa (@onetribemag) (@thetribeguy)

Studio: Dotun Ayodeji (@dotunayodeji)

Creative Directors & Art Directors: Nikki Billie Jean, Nicolette Orji (@nikkibilliejean), Troy Massa (@creative.troymassa/@troymassa

Fashion Director: Nikki Billie Jean, Nicolette Orji (@nikkibilliejean

Project Manager: Sia Jas, Jasmine Ngegba (@sia.jas) (@sia.mgmt)

Assistant Project Manager: Sir Niick, Nicholas Orji (@sir.niick)

Models: Nicolette Orji (Nikki Billie Jean) (@nikkibilliejean), Adeyanju Adeleke (Yanju So Fine) (@yanjusofine_), Gloria Nnaji (African Glow) (@africanglow), Modupe Oluwalade (The Dupester) (@thedupester), Jessica Soares (Life of Jessica) (@thelifeofjessica) & Funmike Lagoke (Funke Lagoke) (@funke.lagoke)

Fashion Stylist: Nikki Billie Jean (@nikkibilliejean)

Assistant Fashion Stylist: Kerla Pamphile (@kerlamarie_)

Costume Designer & Fashion Designer: Nikki Billie Jean (@nikkibilliejean)

Dresses, Glasses, Earrings, Sandals & Hair Thread: Nikki Billie Jean Shop (@shopnikkibilliejean

Ankara Fabrics: All Things Ankara Shop (@shopalthingsankara)

Hair Stylists: Aggie Hair (@aggie_hair) (@aggie_nes) & Princess Abrafi Sakyi (@byprincessabrafi) (@princessabrafi)

Makeup Artists: Touched by Ju Artistry, Juliannah Adeoye (@juliannahjulyance) (@touchedbyjuartistry), Dupe’s On The Beat, Modupe Victoria  (@dupesonthebeat), Glam by Gilda, Gilda Safowaa (@glambygilda_) Yinka Ajeigbe, Yinx Beat (@yinxbeat) (@yinka.loves) & Salewa Ojo (@salewaojo)

Food (On Set): Queensway Restaurant, Tunde Ogunsalu & Tinuke Ogunsalu (@queenswayfood) (@tunz_500) (@tinukeogunsalu)

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Head of Content. Somewhere between Wizkid & Young Thug.

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