Naija Sings, the MNET-produced music talent show sponsored by Globacom Limited, will enter its third season next week, with the commencement of broadcast on Sunday August 21.
Indeed, this is the season of talent hunts and reality shows. Nigerian Idol, the Endemol property produced in Nigeria by Optima Media Group and Rapid Blue Format is neck deep in preparations for the second season of the show. And Project Fame West Africa, produced by Ultima Limited and sponsored by MTN, is currently auditioning wannabes across the West Africa sub-region; as its promoters get set for yet another season.
There’s Peak Talent Hunt, Sprite Triple Slam (which recently ended), Maltina Dance All, and several other properties seeking to identify, develop, promote and reward deserving young talents, while driving product sales, building brand equity, engaging consumers or performing corporate social responsibility in the process.
Except for a random few, which we have not bothered to list, most of these talent shows are excellent platforms for young, helpless talents scattered around the country to get their voices heard and get a life-changing opportunity to live their dreams; a rare opportunity to change their fortunes and that of their family. A very good example is the pop twins Peter and Paul Okoye of the Psquare band. Since winning the ‘Benson and Hedges Grab The Mic‘ competition in 2000, it’s easy to trace the path of their success. From that competition, they won themselves a keyboard, a recording deal, some level of fame and the password to log into the music scene. They grabbed it with all their might, and today, they’ve established one of the most remarkable careers of this era.
There’s Omawumi, first runner-up at Idols 2007. There’s the first-ever winner of PFWA Iyanya. There’s KC Presh, who won Star Quest in 2002. They all had dreams but lacked opportunity. And when they found a suitable platform, they shone like the star they were meant to be.
And these shows are not producing recording artists alone. Most of today’s big live bands are populated by products of Star Quest and PFWA. Many ‘alumni’ are using their training and exposure to better their lives while waiting for the big break.
But the promoters of talent hunts in Nigeria need to do more. In a country where there’s no structured music industry, not a single major recording company; where most existing labels are poorly-funded and ill-managed; distribution network is nil; and performance venues, festivals, touring platforms are non-existent, it is not enough to gather talents from auditions, groom them, give them popularity and throw them into all that chaos. Victims like Timi Dakolo, Christine Ben-Ameh, Yemi Alade, and several other ‘winners’ are still paying the prize; still trying to adapt to the chaos they were ill-prepared for.
Take for example: how many of us can remember the names of the past two winners of Naija Sings? Where are all the winners from Nokia First Chance? Who won Peak Talent Show last year? After all the fanfare that followed their winning; after all the ceremonies and prizes, where are their works on the charts? Where are they in the system? Where’s their advantage over a Wizkid or Duncan Mighty or Waconzy and many others who never had the fortune of winning a talent show?
Where’s the beauty of a new Nigerian Idol, if current winner Yeka Onka still can’t show us her body of work? Mike Anyasodo won Project Fame two years ago – where’s he right now in the scheme of things? And it goes on and on.
Sponsoring brands commit hundreds of millions to these projects. And it’s a shame that after all the investment and publicity, there’s no structured industry to absorb the products of the whole exercise.
It’s not the formula of the formats that’s wrong; not the winners they choose. The problem is not from the brands or the show producers. The problem lies with the entertainment industry (or its lack) in Nigeria. But the big brands and talent hunt producers can help.
Practitioners have spent years battling piracy and collective rights abuse. Now is the time to work at creating a distribution network that will fuel the growth of labels and breathe life into the comatose industry. We can do it. And because MTN, Glo, Etisalat and the likes would be happy to finally see the products of their shows shine as much as they should, there’s no doubt they’ll be willing to support well thought-out initiatives that can save everyone this embarrassment and ensure talent hunts can finally deliver when the promise to create ‘the true Nigerian superstar’.
11 comments
hey,shows are purpose to change d life of d individual whether or not d star wants to further or not.
Good analysis. It’s the piracy that is really killing the entertainment industry
Great job guys.
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we are waiting for PEAK TALENT HUNT please keep us update thanks