Content creator, Michelle Mukoro, aka King Mitchy, has 1.1 million followers on Instagram and 2.8 million on TikTok. She recently won the Humanitarian Award for her impact at the 17th Headies. She speaks with OGHENOVO EGODO-MICHAEL about her journey as a content creator
You were recently recognised at the 17th Headies with the Humanitarian Award for your impact. How did that recognition make you feel?
I feel blessed. I don’t think a lot of people from my state have been recognised like that. I believe I was the only content creator that was recognised.
What was it like to share that moment on stage with your mother?
My mum saved me because I was about to cry and I didn’t know what to say again. She saved the moment and did her thing. I’m also proud of her.
When did you first decide to start giving to people in distress, and what inspired that decision?
I have always been a free-spirited person. There was a time I opened my doors to almost anyone; but my manager, Zfancy, was the one who told me to start documenting what I was doing with videos. He gave me the first money I gave out to some women on Mother’s Day in 2022. He encouraged me to do it and since then, it has been from glory to glory.
Was humanitarian work the focus of your content when you first started posting online?
I was already making video content, especially Vox Pop. I would always go to markets to ask people hilarious questions.
How did Zfancy react when you won the award?
He was very proud of me. He’s proud because I take his advice seriously and follow his guidance.
What were the biggest challenges you faced when you started creating content?
In the beginning, I received a lot of negative comments. Many people thought the things I did were staged. Some even accused me of giving out money and taking it back. It got to me at times. I’ve also seen people I helped go right back to the same situation I took them out of. I gave one woman N2m; money that was donated by kind people, and she made no changes. Another woman received almost N4m and remained in the same place. I once saw a woman I helped standing in a charity queue for cooked rice. I wanted to speak on it publicly but didn’t want to discourage others from helping. Still, when I see people who truly use the help they receive to improve their lives, it makes me happy.
Why do you think some of the people you help end up going back to where you rescued them from?
Honestly, I’ve started to believe there may be a spiritual aspect to it because it’s not normal. One time, Seyi Tinubu sent me N20m to rent homes for some people and also give them N500,000 each. I got the houses, but most of them went back to the slum. It didn’t even take up to two months. One woman I paid a two-year rent for left her apartment and returned to a house that was flooded and covered in blue-green algae. It’s hard to explain.
Which social media platform is your favourite, and why?
Instagram. I feel more connected to people there than any other platform.
How do you feel when you watch your own videos online?
I love watching my videos because I edit them myself. Before I post anything, I watch it over and over again to make sure it looks right and makes sense. I have been editing my videos for three years now.
How do you connect with people who support your humanitarian work?
Most of the time, people reach out to me directly. Other times, they contact my office. I also reach out to my friends for help, especially when I know a case is serious.
Tunde Ednut has been a strong supporter of your work. Do you have a personal relationship with him?
We are cool. These days, Don Jazzy has also become really supportive.
Who would you say are your biggest support systems?
Definitely, Don Jazzy and Gossipmill. Gossipmill often highlights my good deeds on their platform.
You recently launched your foundation. What’s your aim?
I started my foundation on April 23, 2025. I am driven by a deep passion to help people because I had a tough upbringing. If I had someone like me growing up, I would have been so grateful. I cannot do this work alone, but with the help of my followers, we can change lives together. People see my sincerity, and that’s why they keep supporting me. My goal is to give people a second chance at life, and the foundation also makes it easier for people to donate.
You’ve been helping pregnant girls off the streets. How do you keep track of their progress?
The project started as a way of creating awareness about teenage pregnancy. I was shocked to discover that many girls as young as 11 and 12 were pregnant. Some had been raped or abused, so we work to remove them from those environments. Initially, I was spending N1m–N1.5m per girl to get them housing.
Then, someone suggested putting them in a shared apartment. Now, I have a matron there and men are not allowed to visit. We also train them in trades they’re interested in, and I create Instagram pages for some of them to share their progress with the public.
Among all the tools you use for content creation, which one is the most important to you?
My phone is my numbeir one tool.
Do you earn money from your social media posts?
I only earn through adverts. Contrary to what many people think, Facebook and YouTube don’t pay me for the content I post. A lot of creators with less engagement than I have earn more money. When I started, I didn’t even think about making money from it.
Have you considered exploring other parts of the entertainment industry?
My manager recently offered me a lead role in a movie, but I turned it down. The industry can be unpredictable, and honestly, I might just end up laughing on set. Acting isn’t my thing. I believe people should stick to what they are good at.
What’s your opinion about online bullying?
If someone bullies me and I catch them, it won’t be funny. Some of these people can destroy careers, and many don’t understand the damage until it happens to them. Once, Tunde Ednut posted a video of me, and a woman who barely knew me commented that I was wicked in real life. I checked and realised she ran a shop near my restaurant. When I confronted her, she apologised, saying she was intoxicated at the time. I saw her again today and she said she had been going through a lot. People need to be more careful with their words online.
How would you describe your personality?
I am cool, God-fearing and very simple. I put God first in everything I do. I hate trouble and oppression.
What do you do for fun?
I don’t have much time for fun, but I love cooking. It gives me peace. I also enjoy caring for children and editing videos. I learnt to edit because I got tired of spending N50,000 on edits and still not getting what I wanted. My manager encouraged me to find someone to shoot for me while I learnt to edit myself, and that’s how I started.
Which schools did you attend?
I am currently in my final year at the National Open University, studying Political Science. I plan to continue my education later. I had my primary and secondary education in Delta State.
How would you describe your childhood?
I grew up in Ughelli, Delta State. It was fun at first, but things changed after I lost my grandmother. I was living with my mum’s stepsisters, and they maltreated me. They would take food off the table so I couldn’t eat before school. Even when it rained at night, I would be forced to sleep on the floor. My mum was in Warri then. Those experiences shaped who I am today.
What about your dad and siblings?
I don’t really talk about my dad for personal reasons. I have four siblings.
What was it like relocating from Delta State to Lagos?
It wasn’t hard. I didn’t want to spend my whole life in Delta State anyway. Moving to Lagos was just a new phase, and the opportunities here are much greater.
