What social media star Azziad learnt from cyberbullying

At just 21 years old, she is living a life coveted by many from her generation - making hundreds of thousands of shillings just by posting her adventures online.

Her debut in the entertainment industry might have been seen as resulting from luck but Azziad says she knew from the young age of seven, living in Mumias with her parents, that she would one day become a star.

“I am the firstborn in my family and when I was young I used to be that type of kid who liked to perform for my family at home,” she said. 

“I liked dancing and I generally involved myself in any festival activities in school.”

Her family moved to Nairobi when she was in Standard Three. Although the family moved to the city, she was enrolled at Lugulu Girls Primary School in Webuye and later at St Cecilia Girls Secondary in Bungoma County.

Growing up, she said, she never felt the pressure to act differently just because she is the firstborn. In fact, she says she was an only child for a long while.

“I know most cultures usually put a lot of pressure on firstborn children. They are sort of appointed the role of deputy parents. 

“This puts a lot of pressure on a kid who now feels they have to behave in a certain manner to always set that good example for the other kids. Get good grades and a good job since they will be the ones to hold the family financially one day.”

After high school and living with her parents in Nairobi, Azziad decided that she was not going to sit back at home and just wait for opportunity to knock on her door. 

She linked up with her friends at the Kenya National Theatre and Alliance Francaise to look for acting gigs.

“I have always been a performer from my days in school, during the music festivals and reaching the national levels with my school, so after I cleared high school I knew performing was what I wanted to do.” 

A friend linked her up with a script writer in 2018. She worked with a group called Hearts of Arts, honing her acting skills.

Her curiosity about social media was sparked and she decided to start building her presence online. Instagram was her first social app of choice.

“From here I could say that everything spiralled. I then discovered YouTube and I just started posting videos of myself doing random things.”

Utawezana video

But it was in 2020 that the proverbial big break came for her. With TikTok gaining popularity, she decided to download the app.

She then recorded a short video of herself dancing to the hit song “Utawezana” by rapper Femi One and Mejja.

“I did not think the video would get so much online traction, because to me it was just one of those random videos that I would post. 

“It is not like I heard the song by Femi One and Mejja and immediately decided to do a video on it because I knew it would be big. All I can say is that it was just God’s timing,” she said.

Last year she emerged first runner-up in the African Social Star category in America’s E! People’s Choice Awards. Zimbabwean comedian Tyra Chikocho, aka Madam Boss, took first position.

The People’s Choice Awards recognises entertainers, voted for online by the public and fans.

“The nomination in itself was a big win for me. It means my brand is breaking borders and is growing.”

Content creation has become a huge money maker for young people, especially now because Covid-19 has made people more tech-savvy.

And if her leaked rate card is anything to go buy (she charges advertisers anywhere from Sh50,000 to Sh250,000), this could be the reason the app has seen an influx of new users trying to share content.

It is easy to be impressed by her fame and glory but what people do not know is that she once thought of quitting and disabling all her social media apps because of cyberbullying.

“Right after I did the ‘Utawezana’ challenge I was bullied for quite some time, others said I had an ugly smile. 

“It was a lot of stuff, which was the lowest moment in my life. At that moment I was contemplating deleting all my social media handles, but I thank God for my family who became my anchor.

“What I have learnt about bullies is that they really do not have a problem with you, it is more of them projecting their fears on you. Most of them were saying that I was not dancing well.”

The experience prompted her to show people on social media not just “the glitz and glamour but also the other side of life”. 

“But I do not show everything, because I learnt early enough in my career to be selfish with my private life. Because if I end up showing everything on social media sometimes this can be dangerous.” 

Right now, she said, she is focusing on finishing her studies in broadcast journalism at the Kenya Institute of Mass Communication

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