I have watched many YouTube videos by Jackie Aina over the years.
I’ve always loved her bubbly personality and the unapologetic way she would hold the very industry she was part of to account – her videos on which influencer trends should die each year were a favorite.
One of the things that stood out to me about her character early on was how proud she was to be Nigerian.
It seemed like in every other video, Jackie would champion her Nigerian heritage — the 35-year-old was born to a Nigerian (Yoruba) father and African-American mother — in a way that few other African-Americans were.
That’s why it’s so disappointing to see him at the center of a diaspora controversy that has unfolded in recent days.
Jackie – who boasts over 3.5 million subscribers on YouTube – has released a range of candles, called the Owambe Collection, under her lifestyle brand Forvr Mood. Names include No Wahala and Soft Life, but one candle in particular – Sòro Sìguire – has caused outrage.
What’s the big deal, you ask?
Well, Sòro Sîre is Yoruba and translates to ‘speak louder’, a phrase that has become synonymous with the End Sars movement. End Sars gained momentum in October 2020 when thousands of Nigerians joined peaceful protests in Lagos to campaign against police brutality within the Special Anti-Robbery Squad (Sars) unit, which was later disbanded.
However, the protests turned violent when members of the Nigerian Police Force opened fire on peaceful protesters at the Lekki toll gate in Lagos State, killing many.
Sòro Sìgê became the slogan used by the peaceful protestors for the movement.
With that in mind, you can understand why using the phrase on a candle was in poor taste.
It’s comparable to plastering ‘I can’t breathe’, which is now synonymous with the Black Lives Matter movement, on a candle.
Jackie and the Forvr Mood team have since apologized for the error and removed the candle from sale.
The statement read: “I understand that our decision has seriously hurt members of my Nigerian community with the name of the candle, Sòro Sîgî. We missed the mark on this and it will never happen again.
“Empowerment and respect is the ethos of Forvr and this was unfortunately not conveyed properly in the naming of the candle.
“We accept full responsibility and I recognize the seriousness of this mistake; to this end, this candle will be withdrawn from the market and production immediately.
“I apologize for the hurt this has caused and thank you for holding us accountable.”
It was the right thing to do and while it is also right that Jackie and the team are held accountable, I don’t believe it should turn into a witch hunt or personal attack as some have resorted to.
Instead, it should open up the conversation about the diaspora’s relationship to our countries of birth—and what literal physical distance means to our true understanding of their cultural experiences.
It is not unfair to say that most black Britons will feel very much in tune with our Afro-Caribbean heritage as many of us are first or second generation, but our assimilation into British society only widens the gap between our countries of birth, no matter how fluent we are. speak the languages or know the culture we are.
So when something like the End Sars movement happens, sure, we can understand the pain and empathize with what Nigerian youths go through, but it’s never the same as living with it every day. As Black Britons and African Americans face respective battles with police brutality, there’s only so much understanding we can have of each other’s plight without experiencing it as everyday life itself.
This is probably how and why Sòro Sìgui ended up in a candle.
If it was a phrase that really felt, I doubt it would have been used to sell a lifestyle product.
I would think that if I was a popular influencer with a whole team behind me who are responsible for different areas, someone along the way would have done a Google search for a phrase that is not in our first language.
It reminded me of people who get tattoos in other languages without fully knowing the true meaning.
Surely, you would do your research and check first?
It was an irresponsible act, but it has set an example of how divided we are can be of our African heritage.
In terms of pop culture, the continent has been thrust into the spotlight in recent years with the growing popularity of Afrobeats on a mainstream level and there will be those looking to cash in on the latest ‘trend’.
Jackie was probably the last person I’d expect to be at the center of a diaspora controversy, but it’s certainly an eye-opener for the rest of us.
Do you have a story?
If you have a celebrity story, video or photo, get in touch with Metro.co.uk’s entertainment team by emailing [email protected], calling 020 3615 2145 or visiting our Submit Stuff page – we’ll I want to hear from you.
MORE: Indiyah Pollack’s refreshing start-to-finish experience is a turning point for black women on Love Island
MORE: Organized Nigeria’s first Pride event – then had to leave
MORE: Even if your family no longer lives there, it’s still worth visiting your heritage site
