How She Left Banking For The Alaga Industry
Adileye Oluwatosin, popularly known as Alaga Iya-be, is a distinguished event entrepreneur with over 20 years of experience, specializing as an Alaga Iduro, a traditional wedding compere in Yoruba ceremonies.
As the Creative director of Iyaibe’s Event, she has orchestrated numerous traditional weddings, bringing cultural authenticity and vibrancy to each occasion.
A highlight of her illustrious career includes her significant role in the traditional wedding ceremony of His Royal Majesty, Ooni Adeyeye Enitan Ogunwusi Ojaja II, the Ooni of Ife, where she was instrumental in the proceedings that welcomed the queen.
This underscores the importance of recognizing and.recording the efforts of cultural custodians like Adileye Oluwatosin, who play pivotal roles in preserving and promoting Yoruba traditions
through their professional endeavors.
A few days ago, City People Journalist, BENPRINCE EZEH 08068599879 met her at an event in Benin City and she explained her success story. Below are excerpts from the chat.
Please introduce yourself in a way people would understand
My name is Adileye Oluwatosin, a star popularly known as Alaga Iya-be. I am the Creative Director of Iyaibe’s Event. I have been an event entrepreneur for over 20 years—two decades. I specialize mainly in Alaga Iduro, which is the role of a traditional wedding compere. This is my profession, and I have had the privilege of working for many people. One of my major accomplishments in the industry as an Alaga was the wedding of the Ooni of Ife. Yes, I was honored to be part of the traditional ceremony, where I played a significant role in seeking a beautiful queen for my king, the Onirisa, Ojaja II, His Royal Majesty, the Ooni of Ife. That is one of my most significant achievements in this industry.
I am a very traditional person. I am Yoruba and from Ekiti State. I chose this profession because of my deep passion for Yoruba culture.
When did you start the Alaga business?
I started precisely 18 years ago. By August this year, I will have spent 18 years in the industry.
What is the origin of the Alaga tradition?
The Alaga tradition began with the Iyawo Ile, the housewives, who were responsible for coordinating Yoruba traditional engagement ceremonies. During a traditional wedding, when the groom’s family comes to seek a bride, they bring someone to represent them. Likewise, the bride’s family has a representative. The Iyawo Ile handled this role in the past, ensuring the smooth execution of the engagement ceremony.
With time, this practice was commercialized and refined to become more structured. As society evolved, younger generations, including Gen Z, have added modern elements while ensuring that the tradition remains intact.
What made you join the Alaga business?
Passion led me to it. I initially worked in the banking industry, and a close friend of mine often said, “You don’t know where you belong.” I have always had a deep passion for Yoruba culture. After leaving the banking sector, I decided to pursue my passion and found my place in the Alaga industry.
When did you leave the banking industry?
I left the banking industry around 2010 or 2011 because I wanted to build something of my own.
Why is it a cultural practice for the Yorubas to use an Alaga at traditional weddings?
It is a long-standing tradition. The Iyawo Ile helped preserve this custom by ensuring well-structured ceremonies. In Yoruba culture, everything is planned and executed with precision. We do not conduct weddings haphazardly. We need someone to represent the interests of both families, articulate their values, and follow a structured process during the ceremony. The Alaga must be well-trained and possess human psychology skills, even if not formally studied.
In Yoruba culture, respect is paramount. For instance, if a young man passes by an elder without greeting them, it is considered highly disrespectful. These values are deeply ingrained in our culture, and the Alaga ensures they are upheld during traditional weddings.
If a non-Yoruba person wants to marry a Yoruba partner without using an Alaga, will it affect the marriage?
Yes, it will have an impact. While I wouldn’t say it will negatively affect the marriage, it will have a cultural side effect.
For instance, in the Alaga industry, we have experts who are multilingual and knowledgeable about various cultures. Mrs. Lawson, a colleague of mine, speaks Igbo, Tiv, and several other languages. This ability enables us to seamlessly blend cultural practices during intertribal marriages. When an Igbo person marries a Yoruba, we ensure both traditions are respected and properly represented.
Culture is significant. If an Igbo groom comes to a Yoruba wedding and doesn’t understand Yoruba customs—such as the importance of kneeling during introductions—it might be seen as disrespectful. Having an Alaga who understands both cultures helps bridge the gap and ensures a smooth ceremony.
Aside from being an Alaga, what other businesses do you run?
I am a full-time eventpreneur. I also run a real estate business under my registered company, Real DTC Global Resources. I engage in multiple business ventures, but my passion remains in the Alaga industry.
How do you manage to combine event planning, real estate, and your role as an Alaga?
It’s all about proper planning. Most Alaga engagements happen on weekends, although we do have weekday events occasionally. Lagosians, for instance, can throw parties any day of the week! However, most bookings happen well in advance. I have already been paid for jobs in December, so I can plan accordingly. With technology, I can also manage my real estate business remotely, ensuring everything runs smoothly.
What advice do you have for aspiring Alagas?
Unfortunately, many young people are entering this profession solely for the Money. They do not understand the depth of the role. It takes years to master this craft and build a reputable career. I spent over six years in the industry before I started earning well.
Being an Alaga requires more than just dancing and entertaining. It involves understanding Human psychology, time management, and cultural preservation. For example, at an event, an Alaga must know when to adjust their timing based on the schedule and share time fairly with the MC and musicians.
Contentment and focus are crucial. If an Alaga shifts their attention to high-profile guests instead of the bride and groom, they risk losing credibility. The role requires discipline and a deep respect for tradition.
I am very passionate about preserving Yoruba culture. Some modern Alagas are introducing elements that dilute our heritage, and I often correct them. Yoruba culture must be protected just as other cultures, like the Igbo, uphold theirs. I have attended Igbo weddings where tradition is strictly followed regardless of social status. We must do the same for Yoruba culture to prevent its erosion.
How important is it for an Alaga to speak multiple languages?
It is highly beneficial. Speaking multiple languages, especially Igbo, Hausa, or other indigenous Nigerian languages, helps an Alaga navigate intertribal weddings more effectively. It ensures clear communication and fosters mutual respect between the families involved. Understanding different cultures allows for a seamless blending of traditions and ensures that no one feels excluded during the ceremony.
Thank you for your time and insights.
