Showcasing Nigeria’s strength through culture

With over 250 distinct ethnic groups, each with unique cultural manifestations, Nigeria is unarguably the most culturally diverse country in the continent of Africa. This diversity is expressed in a variety of ways, such as cultural festivals rendered in songs, dance drama, folklores, talking drums, poetry, among others. From Eyo and Osun Osogbo Cultural Festivals in the West, the Masquerade and New Yam Festivals in the East, through the Swange and Jarawa Dance in the Middle Belt to the popular Durbar in the North, the Nigerian cultural space is replete with fascinating cultural festivals.

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Nigerian culture also finds manifestation in its rich variety of artistic products like traditional fabrics and fashion, wood, metal and leather works, blacksmithing and brass-smithing, sculptures, pottery, ceramics, carvings, paintings, weaving, and among others. It is this variety of cultural products and manifestations that stand Nigeria out as one of the cultural wonders of the world. Little wonder therefore that during the Pre-colonial and Colonial era, many of Nigerian arts and crafts products were plundered and carted away to foreign lands.

The National Council for Arts and Culture, saddled with the responsibility of preserving, propagating and promoting the arts and cultural products of Nigeria, has over the years been engaged in aggressive marketing campaigns aimed at popularizing these products and engendering their patronage. The National Festival of Arts and Culture (NAFEST) and the International Arts and Crafts (INAC) Expo have remained the flagship programmes of the Council in effecting these campaigns. NAFEST, the festival that unites the nation, is a forum that brings cultural contingents from all the states of the federation together to interact and showcase their unique cultural strength in a convivial atmosphere. On the other hand, INAC is a platform where creative artists, professional crafts men and women and stakeholders in the industry meet to exhibit their products, exchange knowledge and skills, as well as network for investment partners.

The appointment of Otunba Olusegun Runsewe in April 2017 marked a significant turning point in the policy direction and programme initiatives of the Council. In his determination to fully explore the mandate of the Council and expand the scope of its operations, he has introduced several sweeping innovations. For example, Skill Acquisition and Waste to Wealth training have been incorporated into the flagship programmes of the Council in order to equip Nigerians, especially the youths and women with relevant skills in arts and crafts that could make them reliant members of the society. In the same vein, free medical screening has also become a critical component of the NCAC programmes.

Under Otunba’s administration, NAFEST and INAC have become much more relevant, commanding greater popularity, wider participation and patronage. In the last edition of NAFEST held in Port Harcourt, Rivers State from 20th to 27th October, 2018, 26 State Contingents participated. Similarly, the International Arts and Crafts Expo held in Abuja from 17th to 24th November, 2018 attracted the participation of 27 countries, in addition to contingents from across the states of the federation and key players in the private sector. A once obscure and less regarded sector, the Nigerian cultural sector has began to contest with other sectors in terms of popularity, visibility and economic relevance i.e. the capacity to create employment, empower the masses and stimulate rapid socio-economic growth and development.

With his philosophy of culture as a way of life, the Council, under Runsewe is networking with every sector of human endeavor in order to reposition Nigerian culture to its pride of place. In addition to working with the core stakeholders in the industry, the NCAC is also fully engaging with both the state and non state actors like Members of the Diplomatic Community and International Partners, the Sporting World, women, youths, children, the Armed Forces, multi-lateral organizations and so on.

The 2018 FIFA World Cup, (Russia 2018) provided yet another opportunity for the Council to establish a nexus between culture and Sports and to showcase Nigeria’s cultural strength to the world. In the words of Otunba Olusegun Runsewe, the World Cup, which is the greatest sporting event in the world, provides an ample opportunity for all nations to showcase their strength, not only in sports but also in their culture and national identity as a people. According to him, apart from the actual display of soccer skills on the football pitch, the World Cup is a platform for all participating countries to interact and project the best of their arts, crafts and cultural products. It was in the light of this conviction that the NCAC made a spectacular showing at the 2018 World Cup.

In the build up to Russia 2018, the Council embarked on an intensive campaign geared towards mobilizing three million supporters for the Super Eagles. The campaign, which was launched on Wednesday, 21st March, 2018 was attended by relevant agencies of government and critical stakeholders in the Nigerian sports sector, including sports Icons like Chief Odegbami Chairman of Super Eagles’ Supporters Club, Chief Rafiu Oladipo, among others. The programme afforded the Council the opportunity of aggregating the opinions of sports Icons, administrators, and enthusiasts on the strategies for mounting an effective mobilization campaign for the Super Eagles and showcasing the best of Nigeria to the world in Russia during the World Cup.

With a carefully articulated culture marketing agenda, the National Council for Arts and Culture stormed Russia with full cultural arsenal to dazzle the world. Avenue 60, Street 86cl which housed the Council’s exhibition stand was for the culture enthusiasts all over the world, a pilgrimage of some sort. Embellished with unique and fascinating Nigerian arts and crafts products, the venue was cynosure to sports and culture lovers who thronged the exhibition pavilion to behold the Nigerian cultural products and watch live matches transmitted on gigantic plasma television sets mounted by the Council.

At the Red Square, the political and cultural centre of Moscow, a mix grill of Nigerian cultural performances led by NCAC Troupe, were a spectacle to behold. Citizens from different continents of the world swarmed into the Nigerian house arena at the Red Square to experience the breath-taking cultural performances of the Nigerian artists.

Indeed, Russia 2018 was a moment of glory for Nigeria. Although the Super Eagles could not proceed beyond the group stage, Nigeria culture won gold at the fiesta. This was evident in the overwhelming patronage of Nigeria culture and cultural products in far away Russia. As a matter of facts, Nigeria was the only participating country in the world that went to Russia with a cultural content.

Dr. Adewole is the Director Special Duties at the National Council for Arts and Culture, Abuja