Today we’d like to introduce you to Shammah Emmanuel Udoudo.
Hi Shammah, please kick things off for us with an introduction to yourself and your story.
So, I grew up in Nigeria, and about six years ago, I moved to the US, all by myself, for school. The first week of indulging in American food felt like living the dream. I mean, who wouldn’t want to be in America, eating all those burgers and cheesy delights we see on TV? It was fantastic—for about a week. Then it dawned on me how much Nigerian cuisine meant to me.
I hadn’t truly appreciated it until I found myself without access to it. To add to the struggle, my dorm lacked a kitchen, so I went for months without a taste of home. Instead, I found myself stuck in a loop of Panda Express and Chick-fil-A, which my meal plan conveniently covered. Talk about torture!
During the holidays, I stayed with my aunt, and we bonded a lot over cooking. I’d snap pictures of our meals or videos of us in the kitchen and share them on Snapchat. Cooking became my lifeline to reconnecting with my culture and roots back home. It was my primary source of community besides my aunt. Finally, in my third year of college, I got an apartment and could cook for myself. It was a game-changer and I even canceled my meal plan.
In August 2022, I decided to start creating content around food. Actually, my first video was a day-in-the-life piece about my research job. However, I soon realized that it wouldn’t stay interesting, plus it could get me in trouble due to the sensitive nature of my research. So, I shifted focus to filming myself cooking, since I was already taking pictures of the meals I made. At first, I simply slapped together footage in less than five-minute using CapCut. I didn’t care much about how it looked. The only equipment I had was an iPhone XR.
After a few months, a friend gifted me a ring light, which slightly improved my videos. Eventually, I hit a slump and stopped making content altogether. It felt like I wasn’t going anywhere with it. Then, I moved to Atlanta and met some friends who motivated me and offered ideas on filming and content improvement. They’d send me video ideas and tips on Instagram. They’d say “use this sound” or “film like this”. This motivated me to get back into making videos. I would also send them video ideas and ask “how can I recreate this idea”.
That’s when things started to pick up. I began to catch the eye of Knorr, a huge seasoning brand I’ve been loyal to since my days in Nigeria. Every time I tagged them, they liked and commented on my videos. That motivated me to start putting out more videos because I thought about the potential of getting brand deals from cooking brands. Right now, though, I’ve slowed down a bit because I am trying to learn new ways to make videos that reach more people.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way? Looking back would you say it’s been easy or smooth in retrospect?
It has not been a smooth journey. One of my ongoing struggles is uncertainty. I adore cooking and exploring the world of food, but there are moments when I doubt the path I’m on. I question if what I’m creating is worthwhile or if it will lead anywhere significant. My ultimate goal is to become a physician, and at times, I wonder if this passion for cooking might take a backseat to my medical ambitions.
Another challenge I face is the expense of consistently cooking and producing content, especially when focusing on local West African cuisine. While I can find some ingredients at Walmart and Kroger for simpler meals, sourcing authentic ingredients is expensive and often requires trips to African stores, which can be quite a distance away depending on the city. For example, a tuber of yam could cost anywhere from $12-$20. Sometimes, my mom sends me local ingredients that I would never find in America.
Moreover, the realm of content creation is endlessly changing. I am constantly trying to find different ways to reach more people with my content. There are times when I try something new and it does not work as I thought and other times, it completely surprises me. It’s been a challenge to keep it engaging and innovative. Also, I film by myself, and that can be challenging because sometimes, I want to try something new and I only have two hands and a tripod. Which brings me to another challenge that I am facing – I need to get a camera. I am gaining visibility and as my audience is growing, I am itching to create even better content, but good cameras do not come cheap. However, I am working on it and hope to get a good one soon.
Additionally, pouring my heart and soul into creating videos, only to receive minimal views sometimes, can be tough. However, I’ve made a conscious decision to shift my focus away from view counts and instead concentrate on continuous improvement. For me, being a food content creator isn’t just about cooking for others to enjoy; it’s about blending the art of food with creative presentation. Knowing that content creation isn’t my primary source of income alleviates some of the frustration, although I would love to get to that point.
My primary aim is simply to grow and refine my skills. I want to get better at cooking as much as I want to get better at content creation. I am grateful for my friends who constantly repost, share, and like my videos.I’m especially thankful for my friend who’s been generously teaching me photography at church. As my skills improve, it has opened my eyes to content creation in a whole new way, inspiring me to strive for even better content. I am committed to improving regardless of the ups and downs.
Can you tell our readers more about what you do and what you think sets you apart from others?
My content mainly revolves around food, but I don’t cook professionally for others, nor do I aspire to. I am focused on putting Nigerian/West African food out there. While jollof rice holds the spotlight as the most well-known Nigerian dish, our culinary heritage extends far beyond it. It is worth noting that jollof rice isn’t even originally ours. So, I want to really focus on promoting lesser-known Nigerian meals, especially those that can be adapted and made in the US using substitutes. Occasionally, I explore different cultural cuisines, but my main focus is on producing content centered around Nigerian food.
Living in the U.S. has exposed me to a multiple cultures and sparked my interest in experimenting with fusion cooking styles. For example, I love crafting a Nigerian-inspired creamy pasta dish infused with fresh habaneros for that perfect spicy kick, complemented by bouillon cubes to elevate the flavor with a rich umami taste which reflects our fondness for bold flavors. The other day, I tried to make jollof risotto and suya tacos. As I learn more about photography and find joy in the art, I’ve started considering learning food photography as well. Also, I do have plans to own a restaurant in the future, however, I envision myself more as the proprietor rather than the chef.
What I’m most proud of isn’t related to my content—it’s about the person I’ve grown into at such a young age. Sure, there’s still plenty I have yet to learn, but I’ve also picked up a ton of knowledge along the way. Most of which came from having to be independent and navigate living by myself from age 15. I had to really look out for myself, not financially but mentally, spiritually, emotionally, and academically. While I’m lucky to have supportive aunties here in the US, I’ve been the first from my immediate family to take this path, which meant making decisions to ensure my journey and my parent’s sacrifices are not a waste. This resilient mindset has carried me through the past six years, and I believe it’s what sets me apart.
Can you share something surprising about yourself?
Back in Nigeria, I did not actually like cooking. It felt like such a chore to bring food to life, and I wasn’t a fan of the whole preparation process. Given the choice, I’d much rather have been watching TV than helping out in the kitchen. I don’t think I would like cooking if I still lived in Nigeria till now because I would always have access to whatever I wanted to eat.
I remember one time vividly – I was watching TV while everyone else was busy cooking, and my dad came up to me, switched off the TV, and insisted I help out in the kitchen. Things have changed since then. Cooking has grown on me, especially when it’s for others. It has become my way of showing love and care and something I now truly enjoy doing.
Contact Info:
- Instagram: https://www.instagram.com/shamshambaby?igsh=ZDZ1dGE1bnNtMTZh&utm_source=qr
- TikTok: https://www.tiktok.com/@shammahemm?_t=8katLjiBBUs&_r=1
