I’m building a creative brand beyond dance — Emmy Jax

Multidisciplinary artist, Emmanuel Adetoye, popularly known as Emmy Jax, has said rejection does not necessarily mean that an artist’s work is not good enough, noting that setbacks have taught him to improve and return with stronger versions of his work.

Adetoye, who works across dance, choreography, performance, filmmaking, visual art and creative production, said one of his biggest breakthroughs was moving beyond being solely a performer to establishing himself internationally as a choreographer, facilitator and creative producer.

He said receiving recognition in the United Kingdom through the Global Talent route was particularly significant because it acknowledged the experience and body of work he had built over the years.

He said, “One of my biggest breakthroughs has been taking my work beyond being solely a performer and establishing myself internationally as a choreographer, facilitator and creative producer. Receiving recognition in the UK through the Global Talent route was especially meaningful because it acknowledged the journey, experience and body of work I had built over many years.”

Reflecting on the setbacks he had encountered in his career, Emmy Jax said, “One major lesson I have learnt from setbacks is that rejection does not always mean the work is not good enough. Sometimes, the idea needs to be communicated more clearly, supported with stronger evidence or presented at the right time.”

The artist added that the experience had taught him to review his work, make improvements and return with renewed determination.

Emmy Jax also stated that his different creative disciplines are not separate careers but different parts of the same story, with dance remaining the discipline that felt most like home because it was his first creative language.

According to him, his experience in each discipline influences the others, with dance helping him understand rhythm, timing and emotion, while choreography has strengthened his approach to storytelling.

• KAP Academy graduates secure AFRIFF screening
• Why I believe all men cheat— Angela Eguavoen
• AI can’t replace special effects — Hakeem Onilogbo

He added that filmmaking had made him more conscious of framing, lighting, location and the way audiences experience performances.

Emmy Jax said he wanted audiences to experience something genuine whenever they encountered his work, adding that his projects often explore culture, human experiences and the ability of movement to bring people together.

The artist said he remained authentic by drawing from his personal experiences and cultural background while remaining open to learning, collaboration and experimentation.

Explaining his creative process, Emmy Jax said his projects usually begin with a concept, emotion or story, after which he considers the feeling he wants the audience to experience and the journey he wants to take them through.

Looking ahead, the creative said he hoped to establish EmmyJax and Jax Nation Productions as internationally recognised names in dance, live performance and screen production within the next three to five years.

He said he planned to create original stage and film projects, tour productions, develop dancers and collaborate with artists, musicians, brands and creative organisations across different countries.