Culture, curation, and catalyst; three words that perfectly encapsulate the journey of Lagos-born photographer Roderick Ejuetami, better known as Deeds. Roderick is a creative who credits a childhood split between Lagos and Delta State, and a grounded family in Nigeria for shaping his creative drive. He initially studied biochemistry but quickly realised the lab wasn't his calling. A defining moment came when he left school, moved back to Lagos, and, in his words, "put my biochemistry degree aside and went into the industry with a camera I borrowed from my brother." He began by photographing friends in clubs and gradually moved into professional work.
As Roderick worked, he taught himself the business side of photography and learned to brand himself as an editorial photographer capable of high‑end assignments. Early inspirations included Jonathan Mannion and Chi Modu, plus a steady diet of films, Western art and the rise of Afrobeats. His style values intimate storytelling and capturing what no one else sees: he strives to build trust with subjects so his images feel like “a glorified extension of the person”.
Roderick’s big break arrived when he photographed Wizkid at the star’s Lagos home, an image that went viral and confirmed for him that he’d found his calling. He soon became a go‑to photographer for Afrobeats artists; he has captured Tems since their first shoot in 2019 and continues to serve as her creative director. Other highlights include shooting Davido during his album rollout and capturing global supermodel Naomi Campbell on Nigerian soil. Among his personal shoot favourites include his first session with Tems, where he visually directed the entire concept; and a portrait study of Davido, where he challenged himself to portray the star “in the most quiet and gentle way possible.”
Beyond music, Roderick’s portfolio spans commercial campaigns, fashion editorials and documentary work. He is renowned for his multidisciplinary photography and filmmaking and that his company, Deeds Studio provides creative solutions globally. Through the studio he has collaborated with companies and personalities across music, fashion, lifestyle and film, a roster that includes Sony Music, Apple Music, Powerhorse, Tems, Wizkid, Asake, Naomi Campbell, D Smoke, Burna Boy, Davido, Tiwa Savage, with appearances tied to Paris,Milan, London, New York Fashion Weeks amongst many others. Roderick credits that momentum to consistency, intentional planning, high-quality execution, and a simple rule: leave clients happy.
In 2022, Roderick founded Deeds Magazine, a global media publication that aims to tell a different story of creative culture internationally. Born from an awareness of the vast, budding talent across Africa and the diaspora, the magazine covers art, music, fashion, photography, and film. Its editorial backbone is curation with purpose: discover talent early, frame the work correctly, and build a community that keeps the ecosystem honest and growing. This does more than curate culture, it catalyzes culture, inserting that raw creative energy and community that defines the culture. This ethos; prioritising authentic storytelling and community over hype, defines the magazine’s editorial voice and demonstrates its impact on the culture discourse. And yes, It publishes features and reviews every week; across interviews, album spotlights, show recaps and essays that interrogate the business and the art behind the hype.
Community, not clout also explains another branch of the Deeds brand: Deeds Community Service. The formula is simple; bring people together around art, conversation, and food, then hand the mic to the scene. In early August, the Deeds Community Service link-up landed in London, it was low-ego and high-signal, the kind of evening that reminds you culture is built in rooms, not just online. Weeks later, Deeds Community Service hosted a Nigeria link-up at NaHous, tucked inside that Lagos moment was another touchpoint: a Show Dem Camp × Deeds × Rémy Martin listening session. These gatherings prove the Deeds DNA is contribution, building spaces where the next voice gets heard before the algorithm decides.
Parallel to the magazine, Roderick operates Deeds Studio, a production company offering visual production (photography and film), creative direction, visual branding and consultancy across music, fashion, lifestyle and film. The operational guardrails are straightforward: quality, authenticity, consistency and a bias for community building. The studio’s international rhythm is intentional, build bridges that let ideas (and people) travel both ways. In practice, that might mean a music editorial one week, a film commission the next and a community link-up in between, each touchpoint reinforcing the same idea: Africa isn’t knocking on the door of global culture; we’re already in the house, just ICYMI. These values also anchor a wider goal: deliver creative solutions worldwide while nurturing young creatives across Africa and the diaspora.
Speak to Roderick for five minutes and it’s clear that what excites him most isn’t just the big names or viral moments; it’s the quiet transformation in the lives of creatives who finally have a platform. The young photographer in Lagos who lands a first magazine feature; the fashion designer in London whose story resonates globally; the musician from New York whose narrative is told authentically, these are the victories that matter most to the man behind the brand. His journey; from a biochemistry student borrowing a camera to a globally recognised creative director has been powered by intentionality, community and an unrelenting commitment to quality. As he enters his next chapter, Roderick stands as a cultural catalyst, linking creatives to the global stage. The testimonials keep coming, the community keeps growing and the culture keeps moving. For Roderick, that’s the greatest gift of all: knowing his work continues to change lives, one story at a time.
