Luvvie Ajayi: What You Should Know About The Humor Blogger Turned Best-Selling Author
Scour Luvvie Ajayi's Twitter feed on any given day and you'll be sure to laugh, suck your teeth, get your life, or maybe all of the above. The founder of popular pop-culture blog, Awesomely Luvvie, has made it her mission to engage or enrage you, and by no means does the self-proclaimed “troublemaker" have plans to slow down any time soon.
Photo Credit: Luvvie Ajayi
Today's comedian isn't just found in your local comedy club or creating six-second Vine videos, they're penning laugh-worthy posts that are both insightful and unapologetic, and in a digital age where everyone's struggling to find their place and to keep up with the ever-changing pace of technology, some of them are even getting paid to be themselves.
Bloggers like Luvvie have managed to create a space uniquely their own by staying true to who they are even when it may mean sacrificing paychecks from big brands, but as the culture critic and digital strategist unashamedly confessed during a #MentorMonday session with matchmaker and tech startup founder, Paul C. Brunson, “I may have talked myself out of rooms, but I believe that those rooms don't matter. The ones that matter are the ones I'm already in and the ones that see me and say, 'She should be in this room.'"
Not only is she in the rooms, but the Nigerian-born techie who also runs Awesomely Techie, is walking red carpets, doing interviews with Oprah, giving TED Talks speeches, and releasing straight-like-that-no-chaser books like, I'm Judging You: The Do Better Manual, that cemented it's place on best sellers lists. This week, it was announced Shonda Rhimes acquired the rights to Luvvie's book and it will be turned into a Shondaland cable comedy series.
Winning!
Let Luvvie tell it, she's a 13-year overnight success. In other words, she started from the bottom and now she's here.
Photo Credit: Luvvie Ajayi
Just twenty-one years ago, a nine-year-old Luvvie left her nine-bedroom home in Nigeria and settled in Chicago. Though she now proudly boasts of her Nigerian roots and culture, as the new girl, she struggled to fit in, and by sophomore year, had ditched her accent in order to adapt to her new environment. “You grow up and realize what makes you different is what makes you stand out in the best way," Luvvie says.
By college, she found that her voice was not one to be diminished. During her freshman year, with the encouragement of friends, she launched a blog dishing on college life and roommates, but after graduating in 2006 with her degree in psychology and stepping into the real world, felt that it was time for a fresh start. So she shut down her old college-girl chronicles and launched Awesomely Luvvie with a humorous spin on pop-culture, politics, and anything else that piqued her interest. Though she had a passion for writing, she never imagined that her hobby would turn into paychecks. “I really didn't approach it as a career because I was not buying into the hype that this was something that I could do as a career."
"What makes you different is what makes you stand out in the best way."
Nonetheless, her fanbase grew as friends and family shared her hilarious posts where she unapologetically spoke her mind on things that others were afraid to voice. Within three years, she had grown a steady following, snagged a Black Weblog Award, and started getting brand-love for being Luvvie, adding ambassador to her bio when GAP reached out to partner with her to rock their new jeans line.
Photo Credit: Luvvie Ajayi
She also started monetizing her blog using website ads. Yet still, the idea of blogging full-time didn't hit her until a year later when she was laid off from her job as marketing coordinator for the Community Media Workshop. “I didn't know many people who were making a comfortable living as writers. It was more exception than the rule, so somebody like me who's logical and needs to have a clear path, it didn't make sense to me. I was still thinking I would go find a full-time job and get a traditional 9 to 5, but it was like the universe was trying to grab my face like pay attention, this is what you're doing."
"The universe was trying to grab my face like pay attention, this is what you're doing."
Instead of going back to working for another company, she took her knowledge of helping non-profits with social media and marketing and became her own boss as a consultant while continuing her tongue-in-cheek approach to writing. The views kept pouring in, and more brands came calling.
“They started seeing that my blog was very different than any other blog out there," Luvvie says. “A lot of bloggers have niche like fashion, style, gossip, but I was the person who was basically intersecting all of these niches and more. My audience loved everything pop culture, they loved everything race, they talked about politics, so my place is where anybody can be who they want to be. I have an incredibly engaged audience so I think brands started paying attention like she's kind of in a lane of her own and it's made me stand out."
Luvvie believes that unlike today's bloggers who often want to throw in the towel before building a real buzz, not stressing over traffic numbers and writing without expectation allowed her to focus on what mattered most—understanding her audience.
“The bad thing about bloggers now is that they're seeing all of the success from blogging and they're like, okay I'm going to replicate that. A lot of us who started eight or nine years ago, we started literally for the love of writing, and we also didn't give ourselves the pressure of success. So, for us, when we started, I just wanted to write, I didn't come out the gate like, I need 100,000 people reading my blog, I just wanted to write, so there was no measure of failure to me in that way."
Photo Credit: Luvvie Ajayi
Her wakeup call came when bigger brands started knocking at her door and notable outlets began recognizing her as one of the best voices in the blogosphere. Even The Academy Awards couldn't turn a blind eye to Luvvie's influence, and in 2012 invited her, along with blogging peer Afrobella, to be the first brown bloggers to do red-carpet coverage for the Oscars. More recently, she sat down to do an interview with Oprah, describing the experience in a recent blog post as “living in the realm of my dreams."
“If it's your purpose, sometimes doors will open for you that you might not have realized were there. And that's the best thing when finally your gift is being affirmed. For me, when I finally committed to doing this as my purpose, really good things started happening."
Photo Credit: Luvvie Ajayi
Being the voice of the people also means keeping it real, even when it's uncomfortable. Last year, she chastised bloggers for not using their influence and their platforms to address racial injustices occurring in the black community in fear of losing out on ad dollars. It's also something she weighs in on in her upcoming release, I'm Judging You: The Do-Better Manual—a handbook of sorts on how to “act right" in the digital age.
Besides giving back through books and through her HIV/AIDS awareness non-profit, The Red Pump Project, Luvvie also shares advice to wannabe bloggers: “Don't let self-doubt cripple you and render you unable to do work", and stay true to who you are—always.
“If it's your purpose sometimes doors will open for you that you might not have realized were there."
“There's always going to be two blogs that are very similar or writing about the same thing. But what makes people successful is their voice. People need to go back to what's authentic to them. It's really important for people to pay attention to themselves and speak like you speak, write like you write, and stop looking at the person next to you and seeing what they're doing because you're not running your own race because you're too distracted looking at somebody else's race and seeing just how you can be them. Just run yours. Run as fast as you can and the best way you can, as opposed to paying attention to the next person on the right."
And Luvvie is one who certainly puts her money where her mouth is.
Check out I'm Judging You: The Do-Better Manual here.
Images courtesy of Luvvie Ajayi
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Kiah McBride writes technical content by day and uses storytelling to pen real and raw personal development pieces on her blog Write On Kiah. Follow her on Instagram and Twitter at @writeonkiah.
ItGirl 100 Honors Black Women Who Create Culture & Put On For Their Cities
As they say, create the change you want to see in this world, besties. That’s why xoNecole linked up with Hyundai for the inaugural ItGirl 100 List, a celebration of 100 Genzennial women who aren’t afraid to pull up their own seats to the table. Across regions and industries, these women embody the essence of discovering self-value through purpose, honey! They're fierce, they’re ultra-creative, and we know they make their cities proud.
VIEW THE FULL ITGIRL 100 LIST HERE.
Don’t forget to also check out the ItGirl Directory, featuring 50 Black-woman-owned marketing and branding agencies, photographers and videographers, publicists, and more.
THE ITGIRL MEMO
I. An ItGirl puts on for her city and masters her self-worth through purpose.
II. An ItGirl celebrates all the things that make her unique.
III. An ItGirl empowers others to become the best versions of themselves.
IV. An ItGirl leads by example, inspiring others through her actions and integrity.
V. An ItGirl paves the way for authenticity and diversity in all aspects of life.
VI. An ItGirl uses the power of her voice to advocate for positive change in the world.
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ItGirl 100: Get To Know Some Of The Most Inspiring And Empowering Women On Our List
The ItGirl 100 List, in partnership with Hyundai, is a celebration of 100 Black women who aren’t afraid to pull up their own seats to the table.
We often see lists featuring amazing women who are seasoned in this thing called life, and our ItGirl 100 List gives flowers to the people they’ve passed the torch to: young millennial and Gen Z women who are innovating and disrupting in today’s world of advancement.
xoNecole has partnered with Hyundai for its inaugural ItGirl 100 List to give these women their flowers today. It’s a celebration of 100 Genzennial women who have built their own tables, launched new businesses, and redefined what it truly means to be blessed, booked, and busy.
Here’s a snapshot of fun facts from a few of the women listed on the ItGirl 100, representing the East, West, Midwest, and South:
EAST
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DJ 9AM: DJ & Curator
Representing: Brooklyn
Ultimate ItGirl Song: "On My Mama" by Victoria Monét
Favorite OG It Girl: Nia Long
Zodiac Big Three: Cancer Sun, Taurus Moon, Pisces Rising
Favoring open-format, multi-genre mixes, this DJ has created a winning reputation for rocking a crowd with seamless transitions and selections, always representing Southwest musical and cultural influences.
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Tiffany James, Founder, Modern BLK Girl
Representing:Brooklyn
Ultimate ItGirl Song: "Lucky Girl" by Carlina
Favorite OG It Girl:Naomi Campbell
Zodiac Big Three: Sagittarius Sun, Leo Moon, Virgo Rising
Modern BLK Girl is one of the leading investment groups among women of color, and the founder serves as an avid investor, community builder, and advocate. Tiffany James is also a mentor, utilizing her unique combination of financial and fashion expertise.
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Kat Mateo, Casting Director
Representing: New Jersey
Ultimate ItGirl Song: "Princess Going Digital" by Amaarae
Favorite OG It Girl: Kelis, Eve, Lil Kim
Zodiac Big Three: Aries Sun, Cancer Moon, Cancer Rising
Thriving as a casting director and stylist, Kat Mateo offers a unique point of view that has shaped New York Fashion Week shows, ad campaigns, and editorials. She has also been a major contributor to cultural conversations related to fashion and inclusivity.
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Denise Stephanie Hewitt, Photographer
Representing: Brooklyn
Ultimate ItGirl Song: "Experience" by Victoria Monét
Favorite OG It Girl: Hannah Montana
Zodiac Big Three: Taurus Sun, Aquarius Moon, Aquarius Rising
This Gordon Parks Foundation scholar is a full-time student who has been working to expand her freelance career in photography. Denise is also been featured among Essence'sinaugural list of "Top 10 Creators Under 30," for her unique aesthetics and perceptions through her art.
WEST
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Nayamka Roberts-Smith, Aesthetician
Representing: Los Angeles
Ultimate ItGirl Song: "Tomorrow 2" by GloRilla & Cardi B
Favorite OG It Girl: Meagan Good
Zodiac Big Three: Sagittarius Sun, Leo Moon, Capricorn Rising
Nayamka Roberts-Smith is an award-winning professional in the skincare industry and serves as an educator, offering knowledge on beauty culture. She also is a well-sought-after speaker on beauty and women’s issues, with a following of more than 1 million on social.
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Desiree L. Talley, Esq., Vice President, Legal & Business Affairs, Revolt TV
Representing: Los Angeles
Ultimate ItGirl Song: "Nice" by The Carters
Favorite OG It Girl: Issa Rae
Zodiac Big Three: Cancer Sun, Scorpio Moon, Cancer Rising
An attorney and storyteller, Desiree L. Talley meshes relatability with her legal smarts for the culture. She advocates for cultural advancement and societal change through her POPLAW Podcast while balancing her executive duties at Revolt TV.
Marley Rae
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Marley Rae, Organizer, WalkGood
Representing: Los Angeles
Ultimate ItGirl Song: "Nice For What" by Drake
Favorite OG It Girl: Mariah Carey
Zodiac Big Three: Capricorn Sun, Taurus Moon, Leo Rising
Marley Rae is a Nike Athlete, certified yoga instructor, COO, and Director of Health and Wellness for WalkGood LA, a family-founded non-profit organization. She is dedicated to fostering understanding and care in local and global communities.
MIDWEST
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Shawnee Dez
Representing: Chicago
Ultimate ItGirl Song: "FreeBody Freestyle" by Shawnee Dez
Favorite OG It Girl: Toni Morrison
Zodiac Big Three: Cancer Sun, Aquarius Moon, Cancer Rising
Shawnee Dez is an artist who's all about captivating her audience through encouragement and empowerment. Her music features fluid harmonic layering, live instrumentation fused with digital production, and her unique multi-talented voice in an alto melodic tone.
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Bianca Pastel, Visual Artist
Representing: Chicago
Ultimate ItGirl Song: Anything by Whitney Houston
Favorite OG It Girl: Grace Jones
Zodiac Big Three: Taurus Sun, Leo Moon, Sagittarius Rising
Bianca Pastel's artistic portfolio includes fine art, illustrations, and animation, and she's worked with clients including Disney Pixar, and the NFL, to name a few. Her focus is "empowering the experience of being a Black child and dealing with mental health issues."
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Donyale Walton, Founder, Hoop Mobb
Representing: Detroit
Ultimate ItGirl Song: "Yeah I Said It" by Rihanna
Favorite OG It Girl: Aaliyah
Zodiac Big Three: Virgo Sun, Libra Moon, Capricorn Rising
Donyale Walton's brand Hoop Mobb, celebrates the Black and Brown fashion and cultural impact and presence of hoop earrings. It's grown to earn more than seven figures in annual revenue and a nationwide community of loyal consumers.
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Ticara Devone, Content Creator
Representing: Chicago
Ultimate ItGirl Song: "She's a Bitch" by Missy Elliott
Favorite OG It Girl: Ananda Lewis
The Zodiac Big Three: Libra Sun, Taurus Moon, Virgo Rising
A trusted sneaker enthusiast and content creator, Ticara Devone uses dynamic storytelling to hold space for others with a passion for sneakers. A published writer, she’s worked with brands including Nike and Footlocker and inspires us all by ensuring women are vocal and seen in the multi-billion dollar shoe space.
SOUTH
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AllyiahsFace, Content Creator
Representing: Atlanta
Ultimate ItGirl Song: "Go Off" Doja Cat
Favorite OG It Girl: Gabrielle Union and Halle Berry
Zodiac Big Three: Gemini Sun, Leo Moon, Scorpio Rising
AllyiahsFace's YouTube channel has more than 830,000 subscribers, and she's been hitting the ground running since 2015. Her content creation, which centers on beauty, fashion, and lifestyle, has led to a lucrative career and drawn a close-knit social and real-life community to view and be inspired.
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Jaycina, Executive Director, Tender
Representing: Atlanta
Ultimate ItGirl Song: "All I Got" by Amel Larrieux
Favorite OG It Girl:Tracee Ellis Ross
Zodiac Big Three: Leo Sun, Sagittarius Moon, Sagittarius Rising
Jaycina is a signed model with a nonprofit that works to provide support and community for single mothers in Atlanta. She's also appeared in campaigns for brands including Fenty and GAP as well as features in all your favorite magazines and on billboards across the country.
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Asha Christian, Founder, Coily App
Representing: Atlanta
Ultimate ItGirl Song: "It's My Life" by Mariah Carey
Favorite OG It Girl: Toni Childs (Girlfriends)
Zodiac Big Three: Sagittarius Sun, Leo Moon, Leo Rising
Asha Christian created Coily to provide beauty recommendations utilizing social data. It offers a more personalized, AI-driven experience for users and part of her mission is to provide solutions related to diversity and put the focus back on the consumer. Meshing tech and culture, Christian is innovating with options that exemplify the Black girl magic needed in tech.
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