Revolutionalising Nigerian entertainment: Adenuga’s ‘bullish’ stance

ROTIMI IGE writes about Chief (Dr) Mike Adenuga Jr.’s unrivaled singular contribution to Nigeria’s entertainment industry, positing that global recognition that the sector enjoys today was spurred, in no small measure, by his unwavering support.

The story of Chief (Dr) Mike Adenuga Jr. and his giant strides in the entertainment industry could be a Guinness World Record category itself, owing to unwavering stance on projecting local content and creatives to the world at every opportunity. Through his Globacom telecommunications company, the first wholly indigenous platform in the country, launched in 2003, that entire entertainment industry has remained under his spotlight, creating a new set of empowered creatives with each new project.

His intention became fully obvious in 2015 when Globacom announced the signing of 28 top entertainers as brand ambassadors. The signing remains, so far, the biggest singular endorsement deal by any corporate organisation in Nigeria cutting across Nollywood, comedy and music industries and signaled a new lease of life for the erstwhile struggling local entertainment industry.

The entertainment industry, now a prosperous one today, was about two decades ago an endeavour considered for people yet to find their true calling because white-collar jobs were the most desirable. In fact, majority of those who thrived in the industry did it painstakingly from their hard-earned resources with little or nothing to show for their arduous tasks. Most actors lived in penury and could barely afford the affluence portrayed in their movies. Many music artistes, who mostly moved to the entertainment capital of Nigeria, Lagos, lived from hand to mouth and owed producers. Many of them sought out the few record labels that were available then,  while a good number of them became pawns in the hands of shylock  marketers from the popular Alaba Market in Lagos, or Upper Iweka at Onitsha.

However, success stories have now become the norm in the thriving entertainment landscape, now a multi-billion dollar venture.  This encouraging trend has by far been made possible through the sacrifice, determination and singular exemplary adoption of the industry by an indigenous telecommunications giant, Globacom, to spur the success of the music industry now witnessed across the world.

The collaboration provided a substantial source of income and exposure for the selected entertainers, allowing them to reach a broader audience and expand their fan base. Such financial support, running into hundreds of millions, was instrumental in producing a better quality of music, videos and even stage performances, ultimately raising the bar for creativity and production standards in the industry.

For Globacom ambassadors, theirs became a story that changed the entire entertainment landscape. No branch was left untouched; even dancers, who hitherto, felt neglected within the industry had some of its leading lights captured in the endorsement wave, while other upcoming dancers have had tailored events to project them, from ‘Naija’ to the world. The ‘Glo Battle of the year’ reality dance competition is Africa’s biggest and has revived an ailing sector of Nigerian entertainment.

And so, with better income and exposure, artists became able to freely express their talents, and the music and movie industry that Nigerians are proud of today, got its major boost from the ‘bullish’ investment from a fully de-tribalised Nigerian who continues to support the entertainment industry 23 years later to the tune of billions of naira.

Also worthy of note are the nominations and wins of notable world-rated awards by Nigerian entertainers in various sectors.  For movies, the Nollywood boom has shocked critics. A good number of quality movies from Nigeria have become cinema hits, grossing millions of dollars and winning grade A awards across the world. These collaborations have brought better deliveries to the quality of stories and movies in general, and a better livelihood for those involved.

Also included in the value chain are writers, presenters, wardrobe consultants, art connoisseurs and indeed every stakeholder in the entertainment business.

Other affiliate sectors, with the boom in the entertainment industry, have also benefitted immensely. Today, the Nigerian art community and tech space are enjoying more seed funding and grants, made possible by the opportunities presented for its drivers to shine.

When Asake, also one of the latest Globacom ambassadors sang his hit track, ‘Lonely at the top’, many celebrities around the world nodded their heads in agreement because many who have tasted fame knew of the struggles that came with it. In Nigeria, where the industry still struggles with creating a proper structure for stakeholders, fame could later become a huge burden, especially when popularity and finances dwindle. To stop the trend, the company, spearheaded by the enigma Adenuga, extended his ambassadorial commitment without regard for age.

Adenuga’s Globacom supports the King of Afrobeats, King Sunny Ade; Juju music maestro, Ebenezer Obey; actress Patience Ozorkwor, as much as it does to middle-aged Paul Play Dairo and the young and hip singers, Asake, Kizz Daniel, Teni Makanaki, as well as social media skit maker, Broda Shaggi. That is the story of his consistency and commitment to what he believes in.

Also, not one to leave any stone unturned, his massive investments in sponsorships for sporting events, musical concerts, reality shows and more across Africa remain unparalleled.  The man is popularly called ‘The Bull’ which perhaps is a metaphor for his bullish approach to business, but regardless of this perceived serious personality, his sense of humour remains exceptional owing to his consistent support for the Nigerian comedy industry that, for years, struggled to be taken seriously. His ‘Glo-sponsored ‘Lafta Fest’ remains the biggest comedy concert in Nigeria, sharing laughter across cities while amplifying the relevance of the likes of Basketmouth, Bovi, Gordons and several others including Uganda’s number one comedy merchant, Patrick Salvador Idringi.

The company is also a lover of culture, and has shown this with its constant support for cultural festivals and initiatives. Glo has emerged the biggest corporate supporter of Nigerian arts and culture with its sponsorship of the Ojude Oba, Lisabi, Ofala festivals, amongst others. Glo has also championed the promotion of literary society, one of which is the “Evening With WS” event which remains unprecedented.

Today, Globacom, with its continued expansion, is becoming Africa’s most preferred mobile network and this is no coincidence, neither is it by chance. Guided by his uncommon managerial abilities, the deliberateness of Adenuga’s business acumen is unrivaled and distinguishes him.

From creating a job for himself and daring to dream bigger, Adenuga has created a livelihood for millions of African families and with his company’s many innovations and activations, created an employment value chain spanning multiple industries.

Chief (Dr) Mike Adenuga Jr. recently turned 71, the entire entertainment industry in Nigeria owes a debt of gratitude to a man who, despite all odds, resolved to upgrade indigenous entertainment industry to world standard.

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