Beyond the Lens: Inside Tolani Alli’s “The Hatricks” Storytelling Masterclass
For four days in Lagos, cameras were lowered, laptops closed, and assumptions dismantled.At The Hatricks, storytelling took precedence over tools—and survival replaced aesthetics as the central conversation.
Led by acclaimed documentary photographer Tolani Alli, the masterclass convened photographers, content creators, communications professionals, public relations experts, and brand storytellers for eight-hour daily sessions focused on one shared challenge: how to build relevance that lasts in a crowded global market.
What followed was not a workshop, but a reckoning.
Getting In Is Not the Win
Tolani Alli, whose work spans the Nigerian Presidency, the World Bank, and several other projects in her portfolio, opened with a clear distinction between access and longevity.
“Skill can get you into a room,” she said. “But it takes more than skill to keep you there, and even more to move into bigger rooms.”
That insight shaped the entire programme. Discussions quickly moved away from execution alone toward credibility, judgment, and the discipline required to remain trusted at the highest levels.
The Invisible Curriculum of Storytelling
A central theme across sessions was what speakers described as the invisible curriculum, the knowledge that is rarely taught but quietly determines who advances.
Singer and photographer Ty Bello challenged participants to refine perception over production, emphasizing that true storytelling power lies in noticing what others overlook.
Rather than chasing visibility, attendees were urged to develop discernment, the ability to communicate meaning with restraint, intention, and cultural awareness.
Former White House photographer Chuck Kennedy reinforced this perspective, defining experience not as seniority, but as the steady reduction of error. “Experience,” he noted, “is making smaller and smaller mistakes.”
The Cost of Staying Excellent
Perhaps the most sobering conversations focused on sustainability.
Tolani Alli introduced the idea of a personal cost structure—the sacrifices required to maintain consistent standards over time.
“Mastery hurts. Excellence hurts,” she said. “If you’re not willing to accommodate that cost, the consequences can be significant.”
That message resonated across disciplines, from visual storytelling to public relations and strategic communications, where consistency and trust are non-negotiable currencies.
The tension peaked when Ifeyinka posed a direct question to the room:
“How many of you have made 100 million from this work?”
The intent was not financial comparison, but economic honesty, challenging participants to confront the gap between creative fulfillment and professional viability.
Creative director Ademola Olaniran expanded the discussion beyond individual success, urging creatives to view their work as part of a broader ecosystem. He emphasized that industry growth depends on shared responsibility, not isolated excellence.
Beyond the Classroom
Despite the intensity of the sessions, the atmosphere remained open and collaborative. Between lectures, participants connected over food, live music, and informal conversations. In one widely shared moment, Tolani Alli joined a TikTok challenge—an unplanned gesture that underscored a key lesson: authority does not require distance.
Why Payaza Partnered with The Hatricks
The masterclass was headlined by Payaza, whose partnership reflected a strategic commitment to creative infrastructure.
Speaking at the closing session, Shola Asiru, Payaza’s Chief Marketing Officer, noted that supporting storytellers is essential to shaping how African narratives travel globally. For a financial technology company operating across borders, investing in the people who frame those narratives is an investment in cultural visibility and long-term relevance.
