Media personality IK Osakioduwa has opened up about why he refuses to work with alcohol and tobacco brands, saying the decision is rooted in his faith and personal values.
Speaking in an interview with Chude Jideonwo, the broadcaster revealed that turning down such partnerships has cost him significant income over the years.
“They are companies that we don’t work for. For instance we won’t work for a tobacco brand. You won’t see us hosting alcohol brands or tobacco brands,” he said. “Those choices are deliberate… we have lost a lot of money to it. That is where the money is. They make the most money and I am not judging anybody who does.”
According to him, the decision is closely tied to how he presents himself publicly.
“How I choose to portray myself in the public space as a family-friendly brand, all of that come from my relationship with God,” he explained. “When you come closer to how we do business, you will find that we never ever going to take money over principle.”
IK, however, clarified that working with alcohol or tobacco companies is not morally wrong.
“It’s not a sin to work with them, after all, Jesus turned water to wine,” he said. “But I believe it’s a position God wanted me to take early in my career.”
He recalled that one of his earliest major opportunities which could have earned him “multiple millions”, was an alcohol-related endorsement deal he declined.
“I have learned to see money come and go and not do things just for money,” he added. “That’s why I think my life has been on a straight path all this time.”
IK began his broadcasting journey at Rhythm 93.7 FM, where he was popularly known as “Wildchild,” before gaining continental fame as host of Big Brother Africa. He has since anchored major television shows, live events, and runs his own communications company.