izzy main

MediaAugust 31, 2017

‘I want to be immortal’: A few beers with prizefighter Israel Adesanya

izzy main

As the most notorious figures in boxing and mixed martial arts collided in The Money Fight this weekend, Don Rowe sat down for a few beers with Israel Adesanya, a multi-sport veteran of almost 100 fights, to talk about fame, defeat and the realities of a sport centred around dishing out brain damage. Supported by Garage Project. Photography by Joel Thomas.

New Zealand has always punched above our weight in combat sports. From David Tua in boxing, to Ray Sefo and Mark Hunt in Japan’s k1, Kiwis have excelled on the world stage when, by the holy rule of population size, they simply shouldn’t. Now that foundation has produced a new generation of athletes who are inhumanly tough. And they’re starting to take over the game.

Auckland’s City Kickboxing is a gladiator camp of athletes literally making a living with their hands. Every weekend they’re in China, Turkey, Australia, the United States. A mercenary existence, cracking skulls for money. Israel Adesanya has led the charge.

He’s a fashion model, regular podcaster, undefeated mixed martial artist, and rightful Glory world kickboxing champion. He’s obsessed with cartoons, dancing and his dog Millionaire. He’s brash, flashy and rubs more than a few people the wrong way.

In 2015 he won six fights and more than $20,000 in just three days across kickboxing and boxing – all at a weight division above his own. And all within a week of losing his best friend. I was ringside, sitting just behind Israel’s parents. After assassinating Australian heavyweight Dan Roberts, who outweighed him by around 10 kilos, with a single punch, Adesanya walked to his parents, kissed his mum and embraced his dad. “One more”.

It wasn’t just one more to victory, or one more to the $10,000, but one more to honouring the memory of Jamie van der Kuijl, who was killed in a rural car accident, and proving beyond any doubt his mental strength. It was the most powerful – and intimate – moment I’ve witnessed in sports.

And so who better to watch Mayweather vs McGregor – the ultimate ‘who would win’ martial arts nerd fantasy, flavoured with all the excess both good and bad of show business and prize fighting: the drama, the athleticism, the showmanship and, of course, the violence.

We met in time for the main event. The bar was split clean down the middle with average joes and pro fighters, mostly distinguishable by the bling. Adesanya mimicked McGregor as he walked to the ring, hands up as if the battle was already won. By the opening anthems he had tucked his gold chains beneath a Nike shirt, itself tucked into his jeans Bruce Lee-style. He was shadow boxing before the bell and borderline manic as the fight began and McGregor took an early lead.

By the tenth round as McGregor slowed, Adesanya looked tired himself. But, as with McGregor, he was smiling even in defeat – happy that martial arts had proved its place as a sport absolutely capable of transcending into pop culture, and elevating athletes to the status of gods.

Well, what do you make of that?

This was my rugby world cup, my superbowl. And my team lost. But, I’m still repping the team. I’m not taking off my jersey off and switching sides. Nobody likes Mayweather, I don’t like him personally, but as a martial artist I can absolutely appreciate his skills. But in this game I’m with McGregor – he’s doing what I did on a much, much bigger scale.

McGregor didn’t get knocked out cold, but he did get stopped. Describe what that’s like. 

When I saw McGregor slowing down I knew he was still moving, still defending, but I started to worry because Mayweather the whole time was coming forward. Mayweather kept his word. In the Pacquiao fight he said he’d come forward and never did, but this time was different. Before the fight McGregor said ‘Let’s see who takes the first backwards step’, and it was Mayweather. But by round four onwards Mayweather started to press McGregor. I can respect that. He knew it was time to put hands on him. 

But in terms of the stoppage, well, first of all, McGregor robbed the bank. He clocked the game. $100 million doesn’t lie. But he’s a fighter through and through and I’m sure he’s disappointed. He wanted to make a statement, let everyone know he’s the man, and I believed he was going to do it. In true fighting, the art of fighting, McGregor is a master. You saw the first half of the fight, he showed the world he can box. 

And for me, I want to be that guy that’s doing it like McGregor. I want to be a household name, I saw a picture the other day and I thought it was so powerful. It’s a simple picture, there’s him, Mike Tyson, Kanye, The Weeknd, Kevin Hart. That’s where I want to be. That’s where I want to get.

Much like Mayweather, you’re very defensively sound and don’t take a lot of damage. But this year you got knocked out in Brazil. What is that like? 

I remember coming to on the floor and trying to get up. I put my arm down and it felt like they were noodles. I couldn’t post on my hands. I didn’t make the count, I got up, I’m standing there and this little kid is standing ringside clowning. I couldn’t believe it. He was right in front of me, completely taking the piss. So first of all I wanted to do something about that, but obviously I couldn’t.

I remember bits of pieces leaving the ring with my coach Eugene. I remember being outside, I remember it being warm, and I remember that I didn’t really talk. Eventually I asked him what happened and all he said was ‘You didn’t bring your hand back quick enough. The left hook got you.’

But I’m glad it happened because now there’s no fear. Every fighter has the fear in the back of their mind. Everybody thinks ‘I don’t want that to happen to me’. It’s the absolute worst case scenario, but it’s also about as bad as it gets. Now it’s done. Now I fear nothing.

You’ve delivered more than 30 knockouts across three sports. Describe what it’s like to knock someone out. How does it feel to know that you’re giving someone possibly very serious head trauma?  

I feel like a shark. I feel like a shark. And it’s different across different sports. In kickboxing sometimes they get to stand back up. Sometimes they don’t, they’re just dead, but sometimes they do. And if they stand up, I find the shot, and put them down again, because I know the blood is in the water. That’s when I feel that animosity, I feel like a predator. My reptilian brain takes over, the human animal comes through and it feels primal. It’s like, ‘let’s finish this’. It’s primal.

There have been times when it felt bad, when I didn’t feel good about it. There were fights I knew what would happen, but my coach says to me, show them the same mercy they’ll show you – zero. That’s right before we go in there. Samurai shit. 

You’re a prizefighter – you’re in this for the money. This is your job. How does that effect your willingness to finish people off?

Well I’ve fought my friends and it’s still the same. Take Slava Alexichik, another guy from Auckland. He’s my friend, we’ve been around the world together. But when I fought him I was behind on rent, I owed my landlord, I’m sleeping on the floor. I need this money. And now I don’t care who he is. It’s cold. I don’t want to sound like a psychopath, I’m a very emotional guy, I cry all the time, I’m a Drake type of dude – scented candles, all that shit – but at that moment I’m cold. It’s kill or be killed. He could have been my brother, it’s still him or me, and today you picked the short straw. This sport isn’t for everyone, man.

So whether you win or lose a fight, someone is likely to get badly hurt. How do you prepare for that? 

If you had a hidden camera in my house man, you’d see some weird shit. I’ve gone through everything. I’ve been through the fight. Even my flatmates, they’re still probably not used to it now. You’d hear me talking to myself randomly,  doing interviews, visualising the end of my fights. I get choked up thinking about it, I’m like fuck, it feels so real now, it feels like a memory.

I have my phrases, that are like my prayers I say to myself in the morning. Five of them. I was always picked on and bullied and shit. People were always talking shit to me, to my face, telling me shit about me like you ain’t shit – so why would I help them by sabotaging myself? I look at myself, I tell myself good things. I tell myself good things about me to lift my spirit started, I started doing that in my late teens, early twenties, so now it’s just habit, it’s just me. That’s like the basics but then it gets deeper.

You lost your best friend and training partner a few days out from your attempt at winning both heavyweight kickboxing and cruiserweight boxing titles inside a week.  

I was just numb for that. I remember my sister took a picture after the fights and I just broke down. Like when I went back backstage and I just started crying. And it wasn’t only me. With someone like that it’s devastating to the whole team. We’re still feeling today. Me and my friends, I take their mannerisms, people I look up to. I’ve taken so many of his mannerisms. I know what he’d be saying. I how he’d react, I know how proud he’d be, how stoked he’d be, how happy he’d be I just, whenever I get in there, if I ever feel like I can’t do it, I think ‘what would Jamie do’.

I could just go on and on but guys like that are hard to come across so when you find them you hold on to them, you never let them go. I’m still holding on to him. I take him with me wherever I go. Jamie, I was a lot closer to than others I know who’ve passed away. He was my boy. It was tough.

One thing that strikes me about City Kickboxing is this sport is treated like a science. Eugene is the mad scientist. How would you convince people who don’t believe that?

It depends on their preconceived notions about the sport. Some people have a stance on certain issues and they’re just totally incapable of changing that stance. Other people are more flexible with their models of how the world is. They’re open to suggestions. And for the people that are open, it’s like learning chess. This is a game of inches and milliseconds. And there’s no such thing as luck. If I’m trying to hit someone in the head and it worked, there’s no luck there. It’s science. But to be honest I think people are starting to understand. The game is getting more cerebral, and as organisations like the UFC start to create real depth in their analysis, with proper statistics and breakdowns like a game like the NFL, it’s starting to change. And that’s only going to add to people’s enjoyment of what they’re watching.

One thing people need to understand is the relationship between coach and fighter. With me and Eugene I feel like a character in a video game and he’s on the controller. He picks the moves, I make it happen, and someone gets knocked out. We have a special dynamic. When he calls a shot, and I feel it’s there, it fires straight away.

There’s also a certain intimacy there. It’s one on one, this is different than a coach and his 30 man rugby squad. You’re flying together, staying together.

We’ve been around the world. He’s my friend first and foremost. That’s our relationship. And that’s what makes it work. But we’re also very different. When I’m in my house I’m nesting, but in public I’m very extroverted. I swing between both. But in public he’s much more introverted. We’re like yin and yan and it flows. We’ve travelled the world, we’ve been to China, Brazil, Turkey, everywhere. And we’re very close. After I got knocked out I took a lot of time out because Eugene doesn’t want to see that happen ever again. Concussion is no joke. And when I was going through other more personal stuff he basically said if you don’t train, you don’t fight, because I’m never taking you into a fight unprepared. He cares about me alot, and I love him a lot.

He puts a lot into this, into us. His wife told me at night he’s falling asleep watching footage of my opponents, crashing out with the laptop on his chest. He’s watching video constantly. He’s obsessed, which is great for me. He puts as much as he can into it, and so if I lose, it’s hard. Flying home after a loss is really, really hard. I hate it. He goes into his head and I go into mine, and we’re both just running through the coulda, woulda, shoulda. It’s hard, but very intimate.

Fight sports are full of stories about master-student relationships. Why is it so important?

Every samurai needs a master. I don’t want to be a ronin. Being a ronin is cool but they end up being journeymen and they don’t realise their full potential. For me I need someone to hold me accountable. I’m crazy. You think Jon Jones is crazy? I’m crazy. I’m just not stupid. And so it’s about surrounding myself with the same people.

I watched a documentary on minimalism recently and I had something of an epiphany. I’ve been cutting out a lot of clutter in my life. That’s with possessions and that’s with people. I see it even now, there are certain people who recognise where you’re going and they try and position themselves to leech along for the ride. And that’s where a coach likes Eugene helps. Because I want people and things of substance only in life. I’m a simple guy. It’s hard though because even from being a child you see Pimp my Ride and you see Cribs and you see these celebrities with 70 cars, and you’re conditioned to want that as part of your success, and as a way to define your success. Over the last few years I realised I don’t need that. I don’t need that. But what I do need is a tiny house. Look at this, I’ve got 800 photos of tiny houses right here. Oh and 3000 memes.

You fight across styles, you’re in there to get the cash. What is it about being a prize fighter that demands this certain… mana?

If you have it you have it, and if you don’t, you don’t. I really feel that way. But there’s one big difference; I’ve seen Tyson, I’ve seen Mayweather and the mansions and the cars and all that – I don’t want it. People get lost in other people’s dreams because they can’t see past the conditioning. It’s the same outside of prize fighting too, you need to question everything, work, love, marriage. You have to decide what it is that you want, and to figure out your dreams.

I’ve been going through a metamorphosis lately. I went through a breakup recently, two weeks before my last fight. I put it all aside until after the fight. Then I stayed in bed for four days. I wouldn’t get up, I wouldn’t eat until like 9pm, and that was a fight like any other. Anyone watching from the side can tell you how it is, and that it’s not going to break you, but it’s only when you’re in it that you know how hard it is. And that’s when you learn who you are.

So now I feel invincible. I want to be immortalised. But to do that you have to put yourself on the line. And it’s the same in a relationship. You open yourself up and you put yourself on the line and it’s like reps at the gym. It’s all reps and exactly like Bruce Lee said: Don’t pray for an easy life, you have to pray for the strength of character to endure a tough one. And I’m getting tougher.


This content is sponsored by Garage Project. Garage Project firmly believes that BEER can change the world, and brilliant journalism, like The Spinoff, needs to be championed and cherished. Writing is thirsty work, so we’re doing our bit to help, one beer at a time.

Keep going!
Nobody turned their phones off, seemed rude. Photo: Joel Thomas.
Nobody turned their phones off, seemed rude. Photo: Joel Thomas.

MediaAugust 27, 2017

Everyone wants to go viral: a night out at the New Zealand Social Media Awards

Nobody turned their phones off, seemed rude. Photo: Joel Thomas.
Nobody turned their phones off, seemed rude. Photo: Joel Thomas.

Alex Casey spends a night at the New Zealand Social Media Awards, and meets both the influencers at the top of the food chain, and those trying desperately to climb the ladder. Joel Thomas took the photos.

A sales rep for Mitsubishi Electric specialising in heat pumps and refrigeration, Tama was proudly sporting a t-shirt embroidered with his own YouTube channel, ‘Tama Singh Vlogs’. He’s had several made at Logoland in New Lynn and wears them everywhere he goes. “It’s the only way,” he told me, “I’m like a walking billboard now.” The hustle was thick in the air, as his vlogging compadres also revealed their own custom shirts and showered me with business cards. You haven’t lived until you’ve heard someone sincerely say “Make sure you like, comment, subscribe” in real life.

Become a walking billboard with a custom Youtube tee. Photo: Joel Thomas

I was in a sea of self-promotion at the New Zealand Social Media Awards at Shed 10 on the Viaduct, and online influencer giants from parenting powerhouse Happy Mum Happy Child to beauty tycoon Shaaanxo were gathering in small clusters. The GoPros were out, the iPhones had their own intricate lighting systems, and everyone was filming everyone to the point where I thought the whole place might open up a portal into another dimension and we’d all be trapped in there forever, taking endless selfies to appease our new digital overlord, the mighty Snapchat ghost.

MC Kim Crossman gets a fake promotional tattoo for the awards. Photo: supplied

It’s not often that New Zealand’s social media elite gather together on the derelict platform known as “real life”. Make no mistake: these people are a tremendously big deal to a tremendous number of people. Beauty vlogger Shannon Harris, Shaaanxo, boasts over three million subscribers. Jordan Watson, How to Dad, has over a million fans on Facebook. Jamie Curry at Jamie’s World is nearing 10 million. By comparison, Jacinda Ardern rakes in a piffling 84,000, and Bill English at 104,000 is hardly worth an invite. When not getting paid thousands for a single sponsored Instagram post, they are making TV shows, releasing their own clothing lines, and writing books. I would know, I helped Jamie Curry write hers.

I got chatting to a group of aspiring vloggers: Vasilios, James and Tama, the walking billboard. They’d been in the YouTube game since the start of the year, and had big hopes to climb to the top of New Zealand’s social media ladder. Tama, who was wearing sunglasses inside, explained to me that vlogging is a craft that requires just as much study as it does talent. He gave me his top tips. 1. Keep on top of your analytics. 2. Funnel your audience. 3. Timing. 4. Captions. 5. Hashtags. 6. Collabs. 7. Plugs. “You want to make viral content,” explained James, self-professed Peter Jackson in the making, “It just takes one video.”

So how does one forcibly go viral? “Destruction of our own property is a big yes,” said Tama, “The more embarrassing and difficult it is, chances are that’s the thing that will get you viral.” Some of his recent vlogging efforts include dropping 500 water balloons on himself, and asking strangers at Sylvia Park to pick a lock for $100. “The next vlog I’m planning to do is pretty big and viral.” I asked if he could tell me what he’s got in store. “It involves Queen Street.” Let that be a warning to all in Auckland’s CBD.

Learning from the vlogmasters about how to go viral and / or pose cool. Photo: Joel Thomas.

As the crowd began to fill with more and more familiar faces – Erin Simpson from The Erin Simpson Show and Dani from The Bachelor S1 – I was on the lookout for some of the heavy hitters. Maria aka Happy Mum, Happy Child, whose parenting Snapchats I have watched inexplicably for about a year now – despite my having no children – caught my eye. Does she feel weird that people like me come up to her and know so much about her life? “I always feel bad that I don’t know them as much as they know me.” I resisted telling her that, because I watch her snaps so often, I’ve started having dreams set inside her lounge.

The VIPs were told to take their seats at their allocated tables, boasting Instagrammable rosé and copious amounts of vegan snacks assembled by a man wearing a t-shirt that said #eatpussynotanimals on it, one of the longer hashtags of the night. I would later find out he was Masterchef 2012 winner Aaron Brunet. Kim Crossman, another fossil of the primitive media that our ancestors knew as “television”, took to the stage to begin the awards. On the screen, some ominous opening titles about controlling the media zoomed past, before we were thrust into the midst of ancient Roman ruins. The camera pulled back and there it was. Bathed in god’s light atop a mighty plinth, stood one mighty hashtag to rule them all.

Bow down. Photo: Joel Thomas.

“It’s going to be lit – I was told to say that,” says Kim, explaining that her sparkly disco dress was her impression of Duraseal in the ‘90s. She might as well have been talking about Palaeolithic tools. With a lot of Lil Jon being played extremely loudly, Kim also advised us to fold our earlobes inside our ears if we wanted to hear better. I can only assume she picked that medical tip up from her time in Ferndale. I kept my ears untucked for the moment, because it was time for the awards. Brands! Social integration! Synergy! Virality!

“And the first winner is… Edmonds Cake in a Cup.” “TURN DOWN FOR WHAT???” Lil Jon screamed, as both my ears immediately retreated deep within my head like the scared eyes of a snail. A model emerged out of the darkness to award the first silver hashtag to the small microwavable cake. From there, we were off. Happy Mum, Happy Child won a shared award for Best Parenting Influencer with How to Dad, and How to Dad did an extreme amount of celebratory breakdancing. Brooke Howard Smith accepted an award, before barking “use this platform for good” into the abyss.

Brooke Howard Smith hit his… targets… that night. Photo: Joel Thomas.

The whole thing was a surreal Mr Krabs meme, where advertising agency giants sat alongside people in their early twenties who had built staggering online empires from their bedrooms. It was the chaotic upheaval of everything, mirrored in the shambles of the event itself. Some winners had a stronger community message than others, including disability advocate and model Jessica Quinn and the team from Attitude, who won for their exceptional documentaries following “ordinary people living extraordinary lives”. Bafflingly, there was no ramp to the stage, forcing wheelchair users to accept their awards on the floor.

At around halftime, I checked back in with Tama Singh Vlogs, who was buzzing after getting How to Dad’s email address. “He typed it into my phone and everything.” He and his mates were planning a haka for their idol and sometime-collaborator Jimi Jackson in the event that he won the People’s Choice Award. In the toilet, I shared a malfunctioning hand dryer with beauty vlogger and former X Factor NZ online host Caito Potatoe. It was like the ‘suggested videos’ section come to life, except this time I wasn’t lying in bed eating chocolate chips straight from the jar. The people who I’ve watched make smoothies, draw on eyebrows and cry into their cameras were all around me. 

Nobody turned their phones off, seemed rude. Photo: Joel Thomas.

The latter part of the awards flew by faster than a chimpanzee riding on a segway. Alice Brine won Post of the Year for her Facebook status about consent and accepted the award from her bathroom in London. How to Dad raked in more and responded with more suitably exquisite breakdancing. Shaaanxo thanked the crowd for the only award she’s ever won. Jimi Jackson took out the People’s Choice Award and got his haka, filmed from at least three angles. Kim Crossman wrapped things up, and the dinged-up polystyrene hashtag onstage was carried ceremonially through the crowd like an ancient Roman dignitary.

As people spilled onto the stage and towards the bar, the seas parted to reveal an online archangel, dressed from head to toe in white and literally radiating with #nofilter. It was travel Instagrammer Logan Dodds, aka the hot tradie, who seems to be in a new corner of the Earth, either underwater or atop a mountain, every day. I asked him why he does what he does. “I get a lot out of it for myself,” he said, earnestly swigging a beer. “I lost my dad at a young age. He never got to travel, so that’s a big part of my motivation to see as much as I can… People don’t see that side of it, they just see the photos and the videos.”

Ring lights, ring lights everywhere. Photo: Joel Thomas.

I found my new mate Tama Singh Vlogs again and asked him what he thought the point of all this malarkey was. “It’s freedom. It’s doing whatever you want, whenever you want and getting paid for it.” The boys quoted the famous mantra of another New Zealand social media star, Snapchatter William Waiirua. “If you are doing the mahi and getting the treats, those are words to live by.” They nodded sagely, before Jimi Jackson ran over excitedly shrieking that he’d just been verified on Instagram. “It means you’re like a real person,” Vasilios explained to me.

After spitting out some humiliating drivel to Shaaanxo about how relaxing I’ve found her eyeshadow tutorials – and her looking at me like I had just suggested dark brown lip liner and frosted lip gloss was due a comeback – I headed over to introduce myself to the big Jimi J himself. I have, after all, made a friendly cameo in one of his friendly videos. We’ve basically collaborated. I was channeling the strength of my favourite social media star Militant Rooster, almost certainly on a noble death march through the carpark of hell.

A haka for Jimi Jackson. Photo: Joel Thomas.

Having amassed a Facebook following that’s nearly three times as big as the official page for delicious Tim Tams, there was no denying that Jimi had tonnes of charisma and was a lot more considered than his cavalier online persona would let on. He was willing to chat to me off the record, but the pleasantries weren’t to last very long. When I brought up his controversy from earlier this year, I got what those in the social media business might call a tremendous ‘thumbs down’. Sheesh, it’s like nobody wants to talk about their blackface scandals at parties anymore!

Several minutes later, a irate member from his management at Johnson and Laird stormed over, alleging that I had been recording the talent without their permission. I hadn’t, but she still felt the need to check my phone to find these imaginary teapot tapes. It’s worth pointing out that the very same thing happened when Madeleine Chapman attended the Max Key VIP experience earlier this year. The irony of this frothing paranoia in a room full of people who were recording and broadcasting every second of their night – without a moment’s consideration for consent or release – was seemingly lost.

I felt the acute spidey sense all the way down my spine and deep into my shallow grave that I was no longer welcome, and left past the deflating balloons into the bracing night. Standing outside in the wind was cheery old Kimberley Crossman, waiting to get picked up by her mum. Across the road, Supreme Award influencer of the night How to Dad comically chased an Uber down the street in his jandals and stubbies. It was a beautiful scene to finish the evening – if only someone had been there to record it.

Johnson and Laird responds: The incident to which you’ve referred was due to the action of a valued team member who, in the heat of the moment, made an ill-informed decision. We thoroughly respect Alex Casey and we unreservedly apologise to her for any offence caused.


The Spinoff Media is sponsored by MBM, an award-winning strategic media agency specialising in digital, with vast experience across all channels. We deliver smart, tailored media solutions as well as offering a leading data and analytics consultancy.Talk to us about your communications challenges and how MBM can help bring you success through the power of media and technology.