Sina’s Lagos trip helped her secure a place at the creatives high table
It is easy to feel small when you are looking up at a giant.
For years, the African creative industry has watched the Nollywood machine, a multibillion dollar behemoth, set the pace for African storytelling globally. But for Sina Tsegazeab, a recent trip (October 25 – 28) to the iKON Awards Connect in Lagos, Nigeria was not about simply admiring the giants; it was about finding the Ugandan creative industry’s seat at the table.
“My expectation was small, maybe one or two networks. At first, it was just supporting a friend, Humphrey Nabimanya,” she said.
“But then later on, I said, okay, as we lead in hair and beauty, we need to secure our base as well, because these guys are trying to push their agenda of African storytelling to the next level. So, why not hair and beauty? It is already in one circle.”
Tsegazeab is not into film, she is into hair and beauty, but she and her team recognized a crucial truth: people pick inspiration from movies they watch and if Ugandan hair and beauty are to thrive, they need to penetrate the powerful world of film.
This realization that hair and beauty are not external services but integral components of the African film was the spark. Her initial expectations were modest. What she encountered was a highly organized, full-spectrum immersion.
From day one, which included a symposium on film distribution across giants like Netflix and Amazon, to high-level networking soirées, the scale of the event was unexpected.
“My expectation was not that big, but oh my god, it was very fantastic,” Tsegazeab recounts.
What she experienced was more than just a networking event; it was a masterclass in African excellence. She left with a “phone full of networks,” connecting with top producers and industry leaders, a feat she estimates would have taken 10 years of grinding on her own.
It was a testament to the power of structured collaboration to bridge decades of industry growth in a single week. This proximity immediately opened doors, including interest from a Nigerian producer looking to shoot a movie in Uganda, with the local beauty leader as the designated hair and beauty partner.
But the most potent lesson was not about her own success; it was a revelation about the Nigerian spirit of unity.
“We have to be united. We have to wake up and join hands and have one movement, one voice, one action,” Tsegazeab urges.
“When you meet people from Nigeria or Ghana, you see how confidently they present their work. They know their value. They know their culture is power. I came back home wanting that same energy for Uganda.”
Tsegazeab, who was born in Eritrea but grew up in Uganda, is the brains behind Natna Hair. In Lagos, she observed how Nigerians collaborate fiercely, pushing their collective agenda, their country, and their culture, visible even in their vibrant, unapologetic embrace of African prints on the red carpet.
Their commitment to their heritage is not just fashion, but a business strategy.
“Our hair and fashion are part of the story,” Tsegazeab says.
Her journey already attests to this powerhouse charm in regional beauty standards. Having led Natna Hair brand partnerships across Uganda, Ethiopia, Kenya, Dubai and South Sudan with major clients including Sheebah Karungi, Spice Diana, Mami Deb, and Miss World Africa 2024, Tsegazeab’s impact is already continental.
This has earned her significant hallmarks including the 40 Under 40 honorary award from Ghana in 2023, a BBC Africa feature in 2024, and The Most Outstanding Professional in Beauty and Lifestyle in Kenya (2023), to mention but a few.
Her journey from being a supportive friend’s guest to a potential partner for Nigerian film productions offers a clear message for every aspiring creative: invest in networking.
“We have the talent. We have everything it takes, but we are missing one thing: unity.”
The time for individual hustle is over. The path to regional and global recognition for the Ugandan creative industry – be it film, fashion, or beauty – is a united front.
NEW AFRICAN FILM HISTORY
The driving force behind this cross-border movement is the iKON awards. For the last three years, the awards have been rooted in Uganda, recognizing the efforts of Nollywood actors and their contribution to African film.
Now, the objective is broader. As the organizer, Humphrey Nabimanya explains, the vision is to elevate the platform from a Uganda-hosted event to a pan-African history award. Nabimanya, a Mandela Washington fellow, is the founder of the awards and team leader at Reach A Hand Uganda, as well as an advocate for sexual and reproductive health and rights.
“The objective of the iKON awards is to make it more of an African history award, whereby it’s able to promote the African heritage, African values, African tourism, African history, the culture and so many things like that.”
This trip was the critical step in showcasing that partnership. The symposiums announced immediate action, with Ugandan actor, Micheal Wawuyo, featuring in an upcoming film by renowned Ramsey Noah Film Production – a direct and tangible win for our film industry.
Nabimanya observed a fundamental difference in the operational ethos of the Nigerian industry.
“Here it is all about ourselves. Like, how do I improve myself? How do I be big in this? But then, if you’re going to be recognized as Ugandan creatives… one thing I’ve learned from Nigerians is unity.”
Tsegazeab stresses that there are times for competition to push individuals to be better, but the critical need is for collective action.
“We have to wake up and join hands and have one movement, one voice, one action,” she emphasizes. This collective spirit is also visibly embodied in Nigerians’ deep pride for their culture.
“I’ve never thought that there will be a day when I will fall in love with African prints,” she confesses.
At the networking party, she was one of the few who wore a Western dress. Everyone else was impeccably dressed in rich, varied African materials.
“I never saw a Nigerian wearing a Western brand… that really has inspired me.” Tsegazeab says: “African storytelling, to me, is like a heartbeat of our heritage. It’s how our values, identity, or wisdom have been passed down through generations. And our hair and fashion are part of the story.”
Related
