PRE-ORDER: ENDLESS FORTUNE By Ify Adenuga

How do you go from being a penniless student in a foreign country to becoming the mother of four of the most successful creatives working in Great Britain today?

Part historical, part political but most of all hugely inspirational, Endless Fortune tells the life story of Ify Adenuga: a fighter, a thinker, a feminist and a parent. Ify is born in Lagos as one of 11 Igbo children before the family uprooted during the punishing civil war. In 1980, she exchanges the war-torn city of Lagos for the strange streets of London. There, Ify has to start a new life as a working-class immigrant and student in an environment far removed from her own in a city brimming with hostility. A year later, she meets her husband, a Yoruba, at a bingo hall in east London where they are both working as illegal immigrants. After the birth of their first son, the couple return to education before setting up their own businesses. In the tough working-class area of Tottenham, they raise their highly creative children and encourage them to explore their artistic instincts, narrowly avoiding a violent situation that threatens to tear the family apart…

As the first book of its kind from the mother of successful British creatives to examine the experience of the African diaspora and the complications around immigration from a personal perspective, ENDLESS FORTUNE is a timely addition to the ongoing conversation around migration politics and immigration in the UK. With Ify Adenuga at the very heart of the story, it explores the chasm between Lagos and London and how to not only survive but thrive in a new culture and country. For those who are fans of the Adenuga family, the book is also a fascinating insight into their childhood and growing up as part of a new generation of young, black, British people whose voices are still rarely heard.

The formidably impressive Ifeomagwu “Ify” Adenuga is married to Joseph Senior Adenuga and mother of Joseph Junior (Skepta), Jamie (JME), Julie and Jason Adenuga. After moving to London from Lagos in 1980, she went on to receive a BA (Hons) in Education & Film studies. Ify has not only raised her own family but continues to work with organisations across the UK and Nigeria to guide and support young people and help them lead independent lives in safe communities. In 2016, she received recognition as an ICON at C. Hub magazine’s prestigious Creativity and Arts Awards which recognises excellence in creativity, leadership and entrepreneurship.

Pre-order ENDLESS FORTUNE here

ANNOUNCEMENT: OWN IT! to partner with music label Boy Better Know to co-publish ‘ENDLESS FORTUNE’ by Ify Adenuga

We’re excited to announce a partnership with Boy Better Know (BBK), one of the UK’s most progressive independent record labels founded by brothers and Grime artists Skepta and JME. OWN IT! & BBK will co-publish Endless Fortune – the fascinating memoir of Ifeomagwu “Ify” Adenuga who alongside her husband Joseph Senior Adenuga raised four children who have helped shape contemporary Black British culture, Skepta (Joseph Junior), JME (Jamie), broadcaster and former voice of Apple Music Beats 1 Radio, Julie and producer, graphic designer and illustrator Jason Adenuga.

As the first book of its kind – from the mother of a family of successful British creatives – Endless Fortune examines the experience of the African diaspora and the complications around immigration from a personal perspective. This book is a timely addition to the ongoing conversation around migration and immigration in the UK. With Ify Adenuga at the very heart of the story, it explores the chasm between Lagos and London and how to not only survive but thrive in a new culture and country. For those who are fans of the Adenuga family, the book is also a fascinating insight into their childhood and growing up as part of a new generation of young, Black, British people whose voices are still rarely heard.

OWN IT! commented: Ify is an inspirational woman with an exceptional story that everyone needs to read. A story not just of struggle and survival but also of an uncompromising spirit and a defiance in always being proud of who she is and where she’s from whilst forging ahead no matter what – qualities that are clear to see in her children Skepta, JME, Julie and Jason Adenuga. We couldn’t be more proud to be partnering with one of the most pioneering and influential British record labels in Boy Better Know – who true to their mum’s spirit have consistently pushed boundaries and redefined the rules – to bring this vital story to the world.

Learn more about ENDLESS FORTUNE here

Pre-order ENDLESS FORTUNE here

Ify Adenuga

The formidably impressive Ifeomagwu “Ify” Adenuga is married to Joseph Senior Adenuga and mother of Joseph Junior (Skepta), Jamie (JME), Julie and Jason Adenuga. After moving to London from Lagos in 1980, she went on to receive a BA (Hons) in Education & Film studies. Ify has not only raised her own family but continues to work with organisations across the UK and Nigeria to guide and support young people and help them lead independent lives in safe communities. In 2016, she received recognition as an ICON at C. Hub magazine’s prestigious Creativity and Arts Awards which recognises excellence in creativity, leadership and entrepreneurship.

https://ifyadenuga.com/buy/pre-order/

Ify’s debut book ENDLESS FORTUNE is a co-publication between OWN IT! and Boy Better Know (BBK)

Read more about ENDLESS FORTUNE here

Pre-order ENDLESS FORTUNE here

ANNOUNCMENT: OWN IT! to publish ‘HOW TO: BE MORE PIRATE’ by Sam Conniff and Alex Barker

Storytelling lifestyle brand OWN IT! has acquired World All Language, Audio, film and TV rights to the follow up book to Be More Pirate (Penguin Random House) written by Sam Conniff who also founded a movement in the same name. The follow up to his bestselling title entitled How To: Be More Pirate is co-written with Alex Barker who joined Sam in January 2019′ 

Sam Conniff is an award-winning social entrepreneur, industry speaker, consultant and author. Alex Barker previously worked as a communications manager in the Fellowship team at the Royal Society of Arts before joining Sam in running and becoming a driving force within the movement.

With his first book Be More Pirate, Or How to Take On the World and Win, Sam Conniff had channelled the visionary wisdom of 18th century pirates to challenge the way modern-day businesses are run. Be More Pirate has since developed into an international community of people who are rewriting the rules to live by according to a new ‘pirate’ code.

Sam Conniff and Alex Barker’s new book traces the community’s evolution over the past year and outlines a vision for change. Rather than a theoretical treatise, the book comprises real peoples’ lives and testimonies: their moments of bravery and revelation, their missteps and mischief. It is a testament to the transformational power of a movement and a practical manifesto for aspiring pirates.

OWN IT! commented

“We’re truly excited to be publishing the follow up to Be More Pirate. It’s a celebration of an eclectic mix of individual and organisations’ stories which show how small actions or shifts in thinking can have a huge positive impact on society and the world. The overarching idea that anyone can make a different and affect change for good, coupled with inspirational stories and practical tips makes this the book that everyone needs in their life.”

Sam Conniff and Alex Barker commented:

“It can be daunting when we look at the scale of the challenges we face; the idea behind the book is to break it down, not theoretically, but based on what others have tried.

From Mercedes to the NHS, to the world’s largest health and safety body, pirates have surfaced in the most unexpected of places. This book explains the different ways you can challenge and change the ways things are done, whoever, and wherever you are”.

Pre-order here

Alex Barker

Alex Barker leads the Be More Pirate community and wears many hats as a freelance writer, facilitator and speaker. Before teaming up with Sam to develop Be More Pirate from a book into a movement, she was communications manager at the RSA (Royal Society of Arts). Alex has also worked freelance for author and adventurer Alastair Humphreys, and with writer and activist Onjali Q. Rauf on domestic violence issues