Elevating Culture Through Music, Design, and Reflection: The Journey of Ogbogu “OU” Ukuku

In this episode of The First Gems, we got to sit down with Ogbogu "OU" Ukuku, a first-gen Nigerian American and the Director of Client Intelligence at Chanel’s Beauty and Fragrance Division. OU’s journey is one of purpose, culture, and deep self-reflection. Using his Ivy League education and entrepreneurial spirit, OU elevates culture through music, design, and brand strategy. So, how did a Chemical Engineering grad from Cornell pivot from Procter & Gamble’s research labs to the sleek offices of Chanel? Let’s dive in.  

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Listen to OU's full story on Apple Podcasts:

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Music as a Mirror of Identity 

Growing up in cities like Detroit, Philly, and New York while maintaining deep ties to his Nigerian roots, OU found himself exposed to different layers of Blackness and culture. From Eminem and Outkast to Afrobeat legends like Wizkid, OU’s playlist was as eclectic as his upbringing.  For OU, music was a teacher, a bridge, and a reflection of his personal journey. 

“What was interesting,” he noted, “was seeing the connections between all these spaces—Black music in Philly, the roots of Highlife from back home, and how they’ve all influenced me.”  

The First Pivot: From Biotech to Branding 

OU’s early career was rooted in science and research. He began at P&G, working in product development. But something didn’t sit right. “I like working on things that people can touch and interact with every day,” OU reflected. “But I started realizing there’s so much more to building a brand than the technical aspects.”  

OU’s interest in what makes products desirable led him to take a leap—business school at MIT. It was here that he found himself immersed in Integrated Design and Management, a program that allowed him to blend his technical expertise with creative problem-solving. He credits this time as pivotal for finding his true calling.

M.I.T. Graduation Day

“M.I.T. was the first time I felt like I was doing something for myself,” he shared.  

Finding Purpose in Design

A key turning point for OU was watching Virgil Abloh’s lectures. “Here’s this first-gen African kid who combined architecture, design, and culture at such a high level. It made me realize that these passions I’ve had—music, culture, branding—can actually be a career.”  

This realization birthed AZEKI ROAD, a creative agency focused on centering emerging African brands and turning them into cultural institutions.

“We have to build institutions. It’s not just about creating a moment. It’s about creating something that lasts, that brings capital and influence back to our communities.”  

Landing at CHANEL

So, how did OU end up at Chanel? For him, it wasn’t just about luxury—it was about learning from the best. “I wanted to understand how brands operate at the highest level. What does it take to build desirability at scale?”  

Since joining Chanel in 2021, OU has been applying that same intentionality to his work, ensuring that every decision aligns with his bigger vision: fostering creativity and uplifting culture.  

“Take stock of your past experiences and figure out what moves you. What pisses you off? What sparks joy? Somewhere in there lies your purpose. And once you find it, let it guide you—even through the tough moments.”  

OU’s journey is a testament to the power of reflection, intention, and faith. He’s proof that when you blend passion with purpose, you can create something extraordinary—not just for yourself, but for the culture.