Talent Hunt Shows: Only A Beginning (2)

By Efe Omorogbe

I first saw Mr. Raw (formerly NIG.G.A Raw of the Comedians) in 2002 at StarQuest, along with Klint D’Drunk, Maideena, KC Presh, Asa and others. About four years later, we (Now Muzik) had the pleasure of working with him as a solo artiste in a management capacity, and the results were more than satisfactory. For an Enugu-based talent and a Lagos-based management firm, StarQuest was an important connector. I had been impressed tremendously by the performance I witnessed, before his audio CD did the rest.

Timi Dakolo wowed me in 2007 on Idols West Africa. I became a fan even before he was done singing the first line of the song. Four years later, we helped put out his debut CD ‘Beautiful Noise’. The quality of the material – his songwriting, the production and vocal performance are simply mind-blowing, effortlessly world class. Then, there’s the amazing Blackky, 6 Foot Plus, P-Square, Darey, Omawumi, Praiz, Dubie (Da Pulse), Jodie, Jo-el, Chidinma, and others who jumped off a talent show platform. All these guys I have observed from close quarters or worked with on a production or project and they’ve always shown class.

There is a galaxy of stars that didn’t need to ride the B&H, Lekki Sunsplash, StarQuest, Project Fame, Centage or Idols bus to fame. It can also clearly be argued that this group of performers is relatively more successful – no doubt. I however, remain happy with the post-competition results.

It is a global phenomenon. Lil Wayne, Lady Gaga, Beyonce, Drake, Kanye West and Rihanna did not emerge from American Idol or X Factor. Neither did Majek Fashek, Daniel Wilson, Lagbaja, Sunny Neji, 2face, D’Banj, MI, Banky or Wizkid. A number of them may have participated in talent shows before hitting the limelight and probably won or even lost and rebounded with a vengeance but that is the essence of the entire exercise.

Earning success in the ‘outside world’ is a different ball game entirely. A lot depends on not just the artiste and his ‘weekly’ performances before a panel of judges and a studio audience, but the label structure and quality of support, A&R direction, promotion, marketing, timing and many more variables. In the StarQuest Fameland or Project Fame house, success is determined by the quality of each live performance. Out here, the quality of the performance is just one, albeit very important, unit of the system. Artistically, there are the issues of the right song writing and production back up.

Almost everything else is, well…BUSINESS! And by that I mean, packaging, promotion, PR, marketing, distribution and the like. How far the talent goes is really a function of finding the right mix of all of these, plus a hefty dose of good fortune. At the end of the day, a talent show is what it is – a talent discovery and exposure show. The most important thing contestants should recognize is the fact that it is not an end in itself. It is only a means to an end. So whether you fall off at the auditions, make it as a finalist or go all the way to emerge winner; It is not the end. In fact, it is only the beginning.