ONE ON ONE: Successful blogger and radio host Millard Ayo

Millard Ayo may not be a famous name in Kenya but it is a hot commodity in Tanzania. It is the name of one of the biggest and most visited websites in the country. The man who the blog is named after started out from the bottom and is now up there among the best.

BUZZ: Millard Ayo must be a nickname right?

It is my real name. I always have to really convince people that it is my real name. But I admit it is unique.

You are a radio presenter right?

I have been on radio since I was 13 years when I won the chance to do a children’s show on Clouds FM. Right now I have a show every weekday from 7am and it is a countdown show where we look at the biggest stories around the world from politics to sports to entertainment.

You wanted to be an electrician?

That was rough. I was not good in school so I did not do well. After Form four, I went to Arusha College of Electronics. My uncles used to fix televisions, aerials and other electrical work and they made really good money so I figured I could join their trade.

How did that work?

Terrible. I did not make any money so I decided to concentrate on what I thought I was good at and that is media. I went to a media school for a year before I moved to Zanzibar, joined Zanzibar Television and became a news reporter for six months before moving back to Dar where I joined a Christian radio station as a presenter for three years.

It was that easy?

Far from it. It was a struggle. I used to get paid Tsh5,000 (Sh240) per week and would get a salary increment of Tsh5,000 per year. Housemaids were making more money than I did.

Why did you stay for three years?

I needed the experience and I knew this was an opportunity to grow my name and build my CV. I gained a lot that I wouldn’t have got anywhere else. I could produce my own shows and other technical issues.

How were you surviving then?

I was living in a slum called Keko Machungwa for the three years in a house that didn’t have electricity. I would go and iron my clothes at work and sometimes even wash them there.

What happened after three years?

I moved to Radio 1/ITV and my salary now ballooned to Tsh300,000 and was there for three years again. Here my life changed, my name started getting traction but I wanted more.

My dream was to work with Clouds FM, the biggest station in all of Tanzania. I had applied to Clouds FM many times but they didn’t know who I was so they rejected me. But after Radio 1, they asked me to go work with them.

Where does blogging come in?

My show was heavy on entertainment and one of the biggest names in blogging in Tanzania, Issa Michuzi, advised me to start a blog. Rapper AY is also a good friend who told me to start blogging about the stories I shared on radio for the sake of those who may have missed them and that was it.

Why did you choose to use your name?

I wanted to grow my brand, have people recognise my name in my own work. I started blogging alone and it started growing fast.

How long was it before it became popular?

Same year, 2012. I won two awards from Africa Stars and Vodacom. I thank God because like I said I was working on the website alone.

How many people have you employed?

I have 14.

Is the website making money and how much?

Yes it does. I can’t really say how much but from $10,000 (Sh1 million) a month and above. We have sponsorships, and advertisers. Brands want to be associated with the website from CCM, to Airtel to many others.

You have a lot of followers on social media, over 1.3 million Followers, do you monetise that?

I have to monetise. To post an image on say, my Instagram page (745,000 Followers) goes for $400 (Sh40,000) and a video will be more. It is business at the end of the day.

Don’t you have personal endorsements?

Yes. I have an endorsement from SuperJet, Vodacom and Airtel. It’s about association and I am happy these companies want to be associated with Millard Ayo.

What is your secret?

Investing in the company. I used to use my last cent to ensure that I covered a story because I knew that if I did not take my blogging seriously, it wouldn’t grow.

That still hasn’t changed, I take some of my writers, and photographers with me to major events like the MAMAs and I pay for their air ticket, accommodation and food. It is not cheap but it is part of the investment.

Wow. What about content?

My website is actually a general news website but many associate it with entertainment. I cover everything from sports, health, education and even politics.

You cover Kenyan stars, which personalities generate the most traffic?

We love covering Kenyan stars. People like Huddah Monroe, Prezzo, Sauti Sol, Nonini, Camp Mulla and Jua Cali are a favourite with the readers. Prezzo is always a hit even when he doesn’t have a song out, his image and lifestyle works for him. Sauti Sol’s "Sura Yako" is dominating Tanzanian radio and weddings so they are a favourite.

You don’t slander or post nudes to get hits, why?

I want to be accountable to the readers and this has really been helpful because people come to my website to confirm if a story is true or not. There are people who will not believe a story is true if I haven’t uploaded it on my site.

I always ensure I get a comment before I post an article on the website. People respect that.

If someone wanted to buy the website, how much would you sell it for?

No amount of money would make me sell my website. I know that in a few more years I will be making a lot of money, billions actually so no need to sell. I continue to invest in everything I do, the people I work with and look to grow the website beyond Tanzania.

Wherever Bongo music go, I will be there.