Behind the Lens: Exploring the Unique Visual Style of Roderick Ejuetami

Please introduce yourself. What do you do? Why? What do you want people to know about you? 

Roderick Ejuetami [ Deeds ] born in Lagos, Nigeria. Known as an Artist , Multidisciplinary Photographer and Filmmaker perceived for my works in the Afrobeats and Global Music space. Alongside, a Creative Director for Deeds Studio; company that provides creative solutions globally working on captivating projects with companies and considerable individual Artists within the categories of music, fashion, lifestyle and film industry such as; Sony Music, Apple music, Tems, Wizkid, Dr Naomi Campbell,  D Smoke, Burna boy, Davido , Tiwa Savage ,PFW and more.

I enjoy the concept that I can support my family, while creating something I love deeply as a career. This career has gifted me great opportunities to travel the world, thus meeting incredibly talented and like-minded individuals. Everyday is a gift and I don’t take it for granted. I believe in God and my ability to create. I aim to never stop creating and always eager to work on visions, in alignment with supporting, curating and amplifying the innovative culture and community in Africa and the world around me.

What qualities make you different and unique from everyone else in the industry?

I thrive off thinking outside the box, capturing what no one else visions. My photography style has implemented the blueprint in Lagos, Nigeria. A strong visual aesthetic as scalable as Afrobeats. Pushing a unique style of creativity. 

I believe in the intimate and attentive nature of my approach with creative projects and my photography. Constructing an environment of trust. Creative perceptions are conveyed from my clients, and can be given life  in a way that ensures the art produced is true to the individual and collective of the artist or company.  I take pride in being aware of the objective goal of my clients, while also presenting my art in its highest form, Balance is very important.

Describe THAT moment when you realized you’re doing what you were born to do.

I have had plenty of moments, but one that stands out vividly. Experiencing the challenge of 

being dead broke at home in Lagos, Nigeria. Questioning how I would perceive throughout the  week without my essential needs, food or money to function. Many people owed me money, and at that point I began to think of getting a random 9-5  job.  

A friend/mentor called to share a job offer. It was  Naomi Campbell. She requested me  to be her  personal photographer for the week. I hung up in disbelief, gathered myself, called back it was real so i got ready  and went for the job  all charged up. Had an amazing time while creating content with an icon. It was one crazy experience with so much to learn from, I gained clarity and understanding that I was born to do this.

What’s been the biggest challenge you’ve had to go through and how did you grow through it?

I experienced depression in 2021. Dealing with social media comparison heavily. Observing other creatives that apparently seem to have everything together made it worse, doubting my own ability causing me to feel like I’m not where I wanted to be in life. Which soon led me to a severe state of anxiety.  Following depression, which ultimately paralyzed me. I  believe understanding myself and my life process has helped me overcome. I stopped  trying  to be like anyone else but myself. Finding peace in being content and understanding of the concept of  faith, consistency and soft work.  While learning to love myself has played a major role in growing through it. 

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Mara Alcantara
Mara Alcantara
Digital marketing and content writing associate with a knack for spotting talent. Mara has a rare combo of creativity coupled with an analytical mind. Entertainment enthusiast.


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