In a world where mother tongues are rapidly fading, UK-based Nigerian Modupe Olagunju has found it imperative to unveil Àselewà, a centre for Yoruba distance learning to bridge the gap. In this no-holds-barred interaction, she shares her thoughts with BIODUN BUSARI on the ideas, strategies, and challenges associated with providing Yoruba language lessons to students in Nigeria, the UK, U.S., Canada, Australia, and Switzerland, among others
How did you come up with the business idea of Àselewà,?
The idea for Àselewà was born out of a deep passion for preserving and promoting the Yorùbá language and culture, especially at a time when many younger people are losing touch with their heritage. I realised there was a gap in accessing high-quality resources for learning Yorùbá, particularly online.
The desire to fill this gap and create a platform where anyone, anywhere in the world, could learn Yorùbá in an engaging and culturally rich way, led to the creation of Àselewà
How many people are involved in this revolutionary initiative?
Àselewà wà was founded by me, and I am supported by a team of passionate individuals. Each of us brings a unique skill set to the table, including language expertise, digital marketing, and cultural education.
What strategies do you deploy to ensure set objectives are achieved?
We run Àselewà through a combination of online classes and interactive content. Our primary focus is on creating an immersive learning experience. We offer structured lessons that cover everything from basic vocabulary to advanced grammar, and we also incorporate cultural elements such as Yorùbá proverbs, songs, and traditions.
My team works closely together to ensure the curriculum is engaging and effective. Additionally, we use social media and digital marketing to reach potential students and build a strong community around our mission.
What did you study in school, and does it have any connection with Àselewà?
I studied Literature in English at Obafemi Awolowo University, Ile Ife, Nigeria, and bagged a Master’s in Education in the UK. My studies in literature taught me how to communicate effectively using stories, and this has helped me to bring Yorùbá language and culture to life for my students.
The Education degree provided me with the tools to create lessons that are easy to understand and tailored to different learning styles, making it easier for students to learn Yorùbá at any level.
Can you give an overview of who your clients or students are and how you attract them?
Our students are a diverse group, ranging from Yorùbá people in the Diaspora, who want to reconnect with their roots, to non-Yorùbá individuals interested in African languages and cultures.
We attract students through targeted social media advertisements, word of mouth, and partnerships with cultural organisations.
What are the remarkable skills and products the school has to offer?
Àselewà is unique because we offer more than just Yorùbá language lessons. Our classes provide a complete cultural experience with live sessions from native speakers and access to a supportive community.
We also include e-books, quizzes, and practice sessions to help students learn even outside of class. Our approach combines language and culture to make learning Yorùbá both educational and enriching.
How long have you been in the United Kingdom and where exactly are you based?
I have been in the UK for some time, but our business is currently based in both the United States and Nigeria. My experience in the UK has provided valuable insights into the needs of those in the Diaspora and has allowed us to better tailor our services to support Yorùbá learners worldwide.
Apart from Yorùbá people, do you have other students who participate in the programme?
Yes, we have students from various backgrounds. While many of them are of Yorùbá descent, we also have non-Yorùbá students interested in learning the language for academic purposes, cultural interest, or personal enrichment.
Our inclusive approach makes our classes accessible and enjoyable for everyone, regardless of their background.
How much do your students pay?
The cost of our classes varies depending on the level and type of course. We also offer discounts for bundled courses and occasional promotional rates to make our classes more accessible.
Is it highly profit-oriented?
Our profits vary based on the number of students enrolled and the different services we offer. While I can’t provide exact figures, I can say that we reinvest a significant portion of our earnings back into the business to improve our curriculum, expand our reach, and enhance the overall learning experience for our students.
What have you been able to achieve with your trade fairs?
They have been incredibly beneficial. These events have helped us raise awareness about Àselewà and connect with potential students. They’ve also given us the opportunity to showcase our unique approach to Yorùbá language education and expand our network within the community.
How does your platform make learning Yorùbá accessible to people worldwide?
Our platform offers online classes that anyone can join from anywhere in the world. We have interactive lessons, downloadable materials, and live sessions that fit different learning styles and schedules. This way, anyone who wants to learn Yorùbá can do so, no matter where they are.
What unique teaching methods do you use to help students learn Yorùbá effectively?
We use a mix of methods like storytelling, music, and cultural references, to make learning fun and memorable. Our lessons focus on everyday conversations, so students can start using the language right away. We also use videos and quizzes to keep the learning process engaging and effective.
Can you share some success stories from your students who have learned Yorùbá and are quite eloquent?
Absolutely! One of our students in the U.S., enrolled in our class and, within a few months, was able to take a professional proficiency test. I’m thrilled to share that she is now certified in the Yorùbá language.
We also have many other students, who have successfully learned to speak Yorùbá through our online classes. These are just a few examples of the positive impact our programme has had on learners worldwide.
How do you incorporate Yorùbá culture into your language lessons?
We believe language and culture go hand in hand, so we include cultural elements such as proverbs, folktales, and traditional songs in our lessons. We also explore Yorùbá customs, festivals, and history, so students gain a complete understanding of the language and its cultural background.
What challenges have you faced in promoting the Yorùbá language, and how have you overcome them?
One challenge is that some people think Yorùbá, like other indigenous languages, isn’t as important as other more widely spoken languages. We address this by showing how learning Yorùbá can help people connect with their roots and appreciate African history. We also use social media to reach more people and demonstrate how beautiful and relevant the language is.
How do you ensure your classes cater to both beginners and advanced learners?
We offer different levels of classes to match each learner’s ability. Beginners start with basic vocabulary and grammar, while advanced learners work on more complex topics. We also provide personalised feedback and extra resources for those who want to improve faster or focus on specific areas.
What role do social media and digital marketing play in reaching your audience?
Social media is crucial for us to create awareness and engage with potential learners. We share educational content, testimonials, and cultural information on platforms such as Instagram, Facebook, TikTok, and Twitter. Our digital marketing includes targeted ads, collaborations, and regular updates to keep our audience informed and interested in learning Yorùbá.
What advice would you give to someone interested in learning Yorùbá but feels intimidated?
My advice is to start small and be patient with yourself. Learning a new language can be challenging, but it’s also very rewarding. Our platform is designed to make learning Yorùbá fun and less intimidating. Every word you learn brings you closer to mastering the language, and we’re here to support you.
