African Vibes Magazine Presents...The other Picture of Africa

An interview by Innocent Chia

Beginners need only visit her Facebook page - where she currently is four friends shy of 5,000 - to begin to understand the chord that African Vibes Magazine is stroking. Its founder and Editing Director, Mrs. Amabel Niba is on a combat mission: restore and redefine the battered and distorted image of Africa by highlighting that which has withstood the test of time – its vibrant and rich culture. Unlike what her critics credit her for, she does not deny the stories of famine, disease, extreme poverty, corruption, and war that bedevil the continent and have become an obsession of traditional media.

But, true to her name – Amabel for lovable in Latin - she takes the view that there is another story of Africa, Africa the beautiful, which is uncommonly told. It is the story that she sticks with, and has been stuck with for the last four years by way also of new social media and technologies which are a dictate of the intercourse between the messengers’s savvy to package meaningful content and their otherwise sassy audience. The Chiareport has this exclusive with the Cameroon native-born...

Chiareport: Hello Amabel: Congratulations on celebrations marking the 4th anniversary of African Vibes Magazine (AVM)! How special is this anniversary?
Amabel NIBA: It’s quite special. When you try to build something every milestone is worth celebrating.

Chiareport: Is it all the more special because you are surviving, and even expanding in an industry where many others, including even the big guns are scaling back on staff and other resources owing to the economic meltdown?
Amabel NIBA: That too. The media industry did take a real hit with the economic meltdown forcing many of us in the business to re-strategize and revise our business models.

Chiareport: What has been the recipe for the thriving sustenance?
Amabel NIBA: I can’t really say there is a recipe. One thing I know is that continuous improvement and staying current on new technologies is definitely an important contributor to our growth. The most important though is paying close attention to our audience and target market.

Chiareport: Without releasing any trade secrets, tell us something that is unique about your specific market segment, something that is AVM exclusive?
Amabel NIBA: One of the audiences we target is the viable audience of African Immigrants, a niche that is often not properly targeted. This is an ever growing group with its own unique characteristic and influences; one that should not be ignored.

Chiareport: Would your MBA have sustained you in the particular market that AVM targets if you were not served by your African roots?
Amabel NIBA: That is hard to tell. I do know however that my African roots does help me relate more intimately to the content of the African Vibes Magazine and to have a perspective that is not borne of stereotypical images that are usually portrayed of Africa in Western media.

Chiareport: Tell us about a typical day at the office of AVM’s publisher and editorial director?
Amabel NIBA: There is really no typical day. I wear many hats. There is the business side of things and the Editorial side of things. Decisions usually need to be made so multitasking is key. Somedays I focus specifically on planning editorial for an upcoming issue or on writing my column; other days it is all about the business side.

Chiareport: I came across a flier for the event and it was a lining of the Stars that AVM is putting together for this event. How bright do you want them to shine?
Amabel NIBA: If they could be seen from the moon then that will be a great start (smiles). Everyone participating in our event is playing a role in shaping the image of Africa and it is important that their contribution be nothing short of exceptional.

Chiareport: Have you gone to Hollywood’s African stars to make AVM theirs or have they come to you to build a brand? How supportive has your choice of location been to the concept?
Amabel NIBA: This is our first time in Hollywood and we are getting some support. We have already had some Africans and African Americans in Hollywood reach out, even those whose schedules do not permit them to attend this year. Our choice of location for this year’s event could not have been better. I suspect Hollywood will become the new home of our annual celebration. We’ll see.

Chiareport: If you are not yet sold out tickets for this Saturday April 24th red carpet event at the Avalon in Hollywood, what would be your last sales pitch to those who are still on the fence about coming?
Amabel NIBA: I will encourage everyone to come experience contemporary Africa from a fresh perspective, one that could possibly defy their stereotypes but all the same one that will open up a new avenue for them to connect with a continent that was considered dark once but now is full of so much light and vibrant color. Something we will see much of on the runway.

Chiareport: There are some things that we dream to become as children, when did you begin to mold the concept of AVM…out of where did it come?
Amabel NIBA: AVM came from my dissatisfaction with the status quo. I knew there was more to the African story than wars, starvation, poverty and disease but I had no where to go for reinforcement. Being one to put my money where my heart is, I followed my heart and took on the challenge to tell the other story of Africa. The one that is positive, hopeful, motivational and reassuring.

Chiareport: How far has this dream come and far has it still got to go?
Amabel NIBA: This dream has survived 4 years and continuously improving is key to our future. Also embracing new technologies, avenues and outlets helps us take our message to an even broader audience. In the coming months and years, we plan to be on even more newsstands not only in the US but in Europe and Africa. Our publication is already accessible digitally worldwide online as well as on iPhones and iPads. We will continue our efforts to not only take our positive message about Africa and Africans to the masses but also in connecting people of African decent each year to celebrate all that is great and wonderful about the motherland.

Chiareport: Which is the toughest day that you remember in this business? Why did you come back to open your doors the next day?
Amabel NIBA: I wish I could quote a ‘toughest day’. I have faced many challenges and down times. Most times the tough days come not from the day to day challenges of running a media business or putting together an Issue. The toughest days have come from lifting myself up when others have shut me down with their negativity. Sometimes that comes from people I know and other times from strangers BUT I have been lucky to also have an abundance of love and encouragement from family, friends and utter strangers. Almost like clockwork when someone says something to dampen my efforts, 10 others come out and unknowingly give me 50 good reasons why I should continue what I do and that is enough to make me get up and continue for one other day.

On behalf of The Chiareport, I want to wish you and the entire publication family at African Vibes Communication and Magazine a wonderful celebration and many, many more years of great outreach and business success.

Comments

[Lema]

Way to go, wishing the AVM team all the best in truly showing the world what Africa and Africans have to offer. Wonderful effort! Thanks Mr Chia for continuously making us proud with work that is always top of the notch. Priceless.

[Foxy]

Love It. Love Her. Nicely Written. Great Blog.

[Chief Ayuk Arrey]

Keep it up Mr.Chia and AVM. The Sky is our limit.

[Judith Caspa Foyabo]

Great job Amabel, kudos to you and your team. Africa does need a positive vibe, literally! Thanks ChiaReport for the PR.

[D. B. Armstrong]

Lady Amabel definitely rocks.. Keep up the good work...We will be there to support the African Vibes magazine this weekend-

[Joyce Ash]

We should never get tired of telling the world about the "other" Africa. Thanks Amabel and "The Chia Report" for creating effective windows to this amazing continent of ours.

[Bob Bristol]

Wow! She looks beautiful!

[Gilbert Mbeng]

Inno~ I knew you could break through all odds with the 'chia report'.Congrats!

[Ama Mundi]

I really enjoyed this AVM interview with Chia; high quality,simplicity, charm and genuine substance.

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