News Room — Nuel Umahi
Growing up in Jos, Plateau State, north-central Nigeria, Hilarious Sunnie—born Sunday Agbaji—was immersed in a world where cultures intertwined seamlessly. The hustle of market women, the echoes of Hausa phrases in street banter, and the rhythm of a city balancing serenity with unpredictability shaped his worldview.
Life in Jos had its peculiarities—power outages that turned families into nighttime storytellers, streets buzzing with akara sellers at dawn, and community values that formed the bedrock of childhood experiences. For Sunnie, these were more than memories; they became the essence of his creative expression.
“Jos raised me, and everything I create comes from that upbringing—the humour, the lessons, and the little things that make life here unique,” he says.
His journey into content creation wasn’t accidental. As a Theatre Arts student at the University of Jos, he first honed his storytelling through stage performances, immersing himself in acting and directing. His deep understanding of everyday Northern life made the transition to digital storytelling seamless.
His skits capture the nuances of growing up in Northern Nigeria—the exaggerated strictness of African parents, the humorous yet profound conversations among friends, and the dramatic reactions to power outages. These are not just random ideas but reflections of a shared reality.
“I realised people connected with content that felt like home,” Sunnie shares. “The things we laughed about growing up, the characters we met in our everyday lives—I bring all of that into my storytelling.”
By blending humour with nostalgia, Sunnie has built a brand that resonates widely, especially with those who share similar childhood experiences. His content isn’t just entertainment; it’s a cultural mirror, reflecting the unspoken bonds that tie people together.
Beyond comedy, Sunnie is an actor, director, and creative entrepreneur who understands the power of digital media. His ability to transform everyday experiences into compelling content has made him a standout voice in Northern Nigeria’s creative space. Whether through short-form videos on TikTok, interactive Facebook sessions, or carefully scripted skits on Instagram, his storytelling constantly evolves while staying true to its roots.
His creative process is meticulous. “I don’t just pick up a phone and shoot,” he explains. “I think about the story, the message, and how it connects with people. Every piece of content has to be intentional.”
That intentionality caught the attention of Tukshopp, an online delivery service that saw in Sunnie a relatable and authentic voice for their brand.
Tukshopp, a Jos-based platform designed to simplify everyday shopping, recognised Sunnie’s unique ability to engage an audience. The partnership was an instant fit.
“They saw my content and engagement. They liked how I connected with people and felt I could bring that authenticity to their brand,” he explains.
As an ambassador, Sunnie has seamlessly woven Tukshopp’s services into his storytelling, making brand promotion feel less like advertising and more like an organic part of daily life. His skits highlight the convenience of getting fresh groceries and medication delivered, while his live Facebook sessions foster real-time engagement, making the brand more approachable.
One standout moment from this collaboration was a commercial he shot with Tukshopp riders, showcasing their efficiency in a humorous yet relatable way. “I personally shot a commercial with their riders—it’s still in the vault, but I know when I drop it, it’ll be fire,” he says with a grin.
For Sunnie, technology isn’t just a tool; it’s the bridge between tradition and modern storytelling. “Back then, storytelling was through folklore, in the evenings under the moonlight. Today, we tell stories on Instagram, TikTok, and YouTube,” he reflects.
The digital landscape has amplified his voice, connecting him with audiences beyond Nigeria and allowing him to experiment with new storytelling techniques. He also embraces AI’s role in content creation. “AI isn’t replacing creativity; it’s making things easier—editing, scripting, even helping with captions,” he notes.
Looking ahead, Sunnie envisions a future where Northern Nigerian content creators gain more visibility, collaborate with brands, and build platforms that celebrate their unique stories.
Hilarious Sunnie is more than a comedian; he’s a digital storyteller shaping how Northern narratives are told. His ability to turn everyday moments into engaging content has not only built a strong community but also paved new pathways for brand collaborations in an evolving digital space.
