In our series Backstage With, Service95 offers a glimpse into the world of both emerging and established artists, delving into their creative processes and discovering what fuels their passion. Here, we meet broadcaster Clara Amfo, who takes us behind the scenes as she hosts the Wicked premiere in London – discover more in our video interview...
Most of us experience movie premieres and award show carpets from afar, scrolling through TikTok to catch fleeting exchanges between global stars and our favourite hosts, while shamelessly judging red-carpet looks in the comfort of our tattiest PJs. However, few people will ever experience the adrenaline rush of standing under the glaring lights, with cameras flashing, photographers shouting and PR teams hustling. Broadcaster Clara Amfo is one of those people, attending events not just as a guest, but often as the host – with the ability to make this very difficult balancing act look effortless.
Amfo is the kind of person who instantly puts you at ease and makes you feel like you’ve known her forever. Her talent lies in drawing people out, transforming interviews from a professional interaction into something that feels like a candid chat between old friends. “I come from a big family,” she shares. “There are six of us, and I am a proud middle child. I’ve always had to make my voice heard, and I decided to do it professionally with a microphone. I was an outgoing kid, but I was also happy alone. If I was alone in a room with films, music, or TV, I was truly the happiest kid.”
From hosting BBC Radio 1’s iconic Live Lounge to hosting some of the biggest red carpets and award stages, Amfo has become a fixture in the world of British entertainment. One of her latest roles was hosting the carpet at the glittering London premiere of Wicked in November, and she brought Service95 behind the scenes on the night.
Amfo’s vibrant energy and relatable warmth have endeared her to fans and interviewees alike. She understands exactly who she’s serving: the audience. “They are feral for information about their faves,” she says, as she sits in hair and makeup before the premiere. “So, you really want to make sure that you smash it for them.” Whether it’s a quick exchange on a carpet or a longer radio interview, Amfo skilfully delivers meaningful moments that resonate (and frequently go viral).
Her career so far is testament to the power of shooting your shot and owning your space. With her gift for storytelling and a personality as vibrant as her wardrobe, she worked her way up from late-night radio shifts to international stages. When asked who inspires her in the world of broadcasting, Amfo is quick to cite the greatness that is Oprah Winfrey: “It was just really special because for me she represents possibility and visibility,” she says, recalling a meaningful encounter she had during the early days of her career with the broadcasting mogul. “Seeing a dark-skinned Black woman who’s overcome all types of awful circumstances in her life to be the figure that she is, it is pretty incredible.”
Today, you could easily say Amfo has become a similar role model for young people who see themselves reflected in her success. “I know there are women and young girls, particularly those who look like me, who tell me it’s important they see me. On days where I’m feeling a bit bratty or lazy, I remember who’s watching, and it motivates me to keep showing up,” she says.
Since the Wicked red carpet, Amfo has already moved on to her next adventure, heading down under for a panellist spot on I’m A Celebrity... Unpacked. It’s clear she’s staying true to the mantra she shares in her Instagram bio: ‘going wherever my curiosity leads’. A philosophy that’s serving her well.
Fancy Yourself In The World Of Broadcasting? Here Are Clara Amfo’s Top 3 Tips For Being A Great Host...
- Be Prepared – “Know what you are talking about, regardless of whether you are reporting on music, sport, film – whatever. Do your research. You can tell [when] someone doesn’t know what they’re talking about or doesn’t care. I like to over-research because you never know when you might need to fill time or connect more deeply with someone. Preparation is key.”
- Listen To Your Guest – “This might sound obvious, but always listen to the person you’re speaking to. You could have all your questions planned, but if the person you’re interviewing wants to go in a different direction, you’ve got to be ready to follow them there. Pay close attention to what they’re saying so you can create a conversation that makes them feel comfortable, is fun for you, and engaging for the audience.”
- Freshen Up – “Carry a toothbrush and mouthwash to every job. I’m obsessed with dental hygiene, and you don’t want to be talking to your faves with a hot mouth, you know? I always have a toothbrush, toothpaste, mouthwash, and mints so I’m fresh for my guests!”
