Tolu ‘Toolz’ Oniru-Demuren, is a vivacious and award-winning media personality, a radio presenter and Deputy Programme Director at the Beat 99.9FM.
“I started working at Beat FM in April 2009. I can’t remember the exact day, but I remember being very nervous and I was certain listeners could hear my heart beating fast.” Toolz tells me.
She currently hosts her own radio show ‘The Midday Show with Toolz’ (weekdays) on The Beat 99.9FM and also hosted ‘The Juice’ by NdaniTV which airs on Africa Magic Entertainment, She is currently the host of a brand new show called ‘The Wrap Up’ on Accelerate TV.
The ‘Wrap Up’ focuses on discussions around interesting, topical and controversial issues in society, pop culture, relationships, fashion, and more. The gists are driven by Toolz and her celebrity friends while having fun, playing games and chatting with no holds barred.
Each episode of Wrap Up analyses these topics and proffer suggestions. It also features strong opinions on several talking points. The show is aimed at the young demographic as well as the upwardly mobile Nigerians.
Before trying her hand at radio presenting on the Beat 99.9FM, Toolz gained extensive experience within the British entertainment industry, having worked at MTV Networks Europe for several years before moving on to the Walt Disney Motion Pictures Group.
“MTV Networks Europe and Walt Disney Motion Pictures Group were both amazing opportunities and it was a lot of fun! MTV didn’t feel like work for the most part, and I got to work with incredible people. I think this is where I truly discovered my love for all kinds of music. At Walt Disney, I was able to explore my creative side more with regards to creating sponsorship and promotional campaigns for cinematic releases.”
Toolz’s desire for new challenges had her considering a move to Lagos in mid-2008. She eventually took the plunge in 2009 and auditioned to be a radio presenter at the Beat 99.9FM after a friend mentioned the new radio station to her before she moved to Lagos. After a successful audition process, she began hosting her own radio show in April 2009 and her blend of natural humour, love of most things showbiz, passion for music and strong African entertainment knowledge makes her show one of the most sought after by listeners and celebrities alike.
She is extremely passionate about Nigerian/African music, and in 2012 she approached the organisers of Nigeria’s biggest music awards ceremony – The Headies (formally known as the Hip Hop World Awards) and successfully introduced a new category called the ‘Rookie Of The Year’ which gives recognition to talented upcoming Nigerian musicians.
Writing is another one of Toolz’ passions and she has a column – ‘Toolz’ Thoughts’ on BellaNaija, Nigeria’s foremost lifestyle and entertainment website which she began in 2012. She is also a contributor for the MTV Base Official Naija Top 10 show.
She has served as a judge for the Channel O Music Video Awards both in 2011 & 2012, a judge for the MTV Base VJ Search in 2012. In 2013, Toolz hosted the first season of Glo X-Factor West Africa and is a recipient of several awards.
She recently added another feather to her cap, she is now an entrepreneur. She launched Sablier Lingerie and Shapewear, a premium line for fuller bust women. What makes this unique is that plus size ladies now have a go-to store for their underwear. According to her, “Sablier has been a dream of mine for many years. I faced a few hiccups like a lot of new entrepreneurs would, but I was determined not to give up. The idea behind Sablier is to provide quality and affordable lingerie for women with fuller busts. As a curvy/plus size woman, I’ve realised how limiting the options are in Nigeria.” She says.
Her early years were exciting. In her words, “Growing up was full of different experiences. From attending boarding school in Bournemouth, to coming back to Nigeria to finishing my primary school. It was generally a fun childhood. I don’t think there’s anyone on this planet whose childhood hasn’t affected where they are today.”
On what life has taught her, she says “Life has taught me that my mind/thoughts are the main things keeping me from where I want to be.”
Sharing with me on the day in her life she can never forget, Toolz says “Probably the day of my white wedding. I was almost crippled by nerves, but that began to ease as I saw my loved ones around me, then it was all fun, jubilation and celebration.”
Toolz will not fail to let you know that multitasking as a woman isn’t an option. She is a wife, a media personality and now a business woman. Hear her share how she is able to do all at the same time “I have a very supportive network. Most of my friends are entrepreneurs, even though they still might have a 9 to 5 job. My husband and I are both go-getters, so we inspire each other.”
Talk about Women empowerment and Toolz says it cannot be ignored. In her view, “it is an extremely important movement; unfortunately, we still have a lot of work to do in Nigeria, as Nigeria is still a mainly patriarchal society.” Toolz tells me.
With her experience at MTV Networks Europe and Walt Disney Motion Pictures Group, and having experienced the Nigerian environment too, I decided to ask her opinion of the entertainment industry in Nigeria and her views are quite enlightening. Hear her “I do not feel the entertainment industry in Nigeria is getting enough support from the government for it to be at par with other countries. Without a doubt, entertainment is one of Nigeria’s biggest exports now, and has been for the past few years. The fact that we don’t have a proper structure for the music industry for example shows that we need more involvement from the government.” She strongly opines.
Toolz, as a ONE Campaign Ambassador, says this has been a great honour. “To be part of a group of individuals that lend their voice to support great causes throughout Africa is amazing. The Make Naija Stronger Campaign was very educative, and made me realise that a lot needs to be done for Nigerian healthcare to be on par with other countries in Africa.”
Wrapping up the interview, Toolz says she relaxes by travelling, sleeping, reading and watching movies. She does her bit with mentoring but wishes to increase in this capacity. “I do have a few budding presenters that I do mentor, but I would actually love to do more.”
Kemi Ajumobi
