Bobby Hai

Bobby Hai – Creative Visionary & Cultural Catalyst

Jeremiah Bobby Hai Ndackson, professionally known as Bobby Hai, is a multi-award-winning creative powerhouse and founder/CEO of Haibreed Projects Synergy Limited (formerly Sauti Lab). Born in Kaduna State, Nigeria, Bobby's artistic journey spans music, film, and multimedia innovation, with a legacy rooted in Northern Nigeria and resonating across Africa.

His creative path began in the early ’90s in Jos, mentored by his uncles, The BB Brothers. A natural musician, Bobby mastered guitar and keyboard, expanding into electronics, woodwork, and sound engineering—earning acclaim as a polymath and mentor.

In his twenties, he co-founded the J. Force Band, a Gospel reggae/pop group, and honed his recording skills at Panam Music World, collaborating with industry icons like Big Joe, Ross Oscar, and Sam Ali. He also contributed to acclaimed film projects with directors Izu Ojukwu and Steve Gukas.

Bobby launched Sauti Labs in 2001, marking his entry into audio and video production. While in Jos, he produced numerous videos that showcased his growing expertise. In 2007, he moved to Lagos, where he directed his first mainstream music video—SPAZMODIC by Terry tha Rapman and Mode 9—which catapulted him into national recognition and led to collaborations with A-list artists.

His portfolio spans TV commercials, documentaries, and short films, driven by a belief in creativity as a tool for community transformation. As creative director at Ebonylife TV in 2012, he helped shape groundbreaking content.

In 2014, Bobby studied filmmaking at CityVarsity in Johannesburg, refining his craft. His signature sound, Akwaba Sauti, and debut album Excuse Me My Malami earned international acclaim. As a consultant and content creator for Arewa24, he amplifies Northern Nigerian talent on a global stage.

Today, Bobby Hai mentors emerging creatives across Africa, with his productions airing on Africa Magic in over 20 countries. He hosts Jakadan Arewa on Arewa24, a travel/lifestyle show tackling community issues and inspiring cultural pride. A veteran of visual storytelling, Bobby continues to redefine African narratives through innovation and impact.