If the truth should be told, it will be clear that foreign individuals and organisations, in the form of collaboration, have helped our entertainment industry to grow into one of the sought-after platforms today. In the actual sense, it has contributed tremendously to its development. ADERIBIGBE TOLULOPE writes.
Collaborations are not new developments in the world of music, film and fashion. Music popular artistes, actors and designers are usually “hot cakes” and some don’t mind sharing the limelight with others on the ride to stardom.
There was a time when Wyclef Jean was the most sought-after artiste in different parts of the world, from America to Africa. Akon was so much in demand that the strains of continuous work left some tell-tale lines on his forehead in music videos.
In order to understand the importance of foreign collaboration in the Nigerian entertainment industry and how it affects it growth, it is important to take a look at the insight into what the industry looks like now. The industry is evolving and has a strong potential to contribute unequivocally to the GDP of Nigeria alongside other sectors such as agriculture and manufacturing, if proper structures and policies are put in the right perspective. At the moment, the media industry is valued at $650m; the music industry at about $105 million (2013) and Nollywood at almost 100 billion Naira. The monetary figures portend to increase over time when adequate financial tools are implemented to track and interpret earnings in the industry. It was identified that the uniqueness of the entertainment industry in Nigeria gives ‘thought’, ‘voice’ and ‘sight’ to the society’s culture and its shared values through the expression of creative works either in films, music, performing arts, literary, content origination and other related intellectual property assets constantly reminding the people who they are and what they represent.
Collaborations are meant to be a mash-up of two distinct creative worlds aimed at providing a glimpse into more artistic possibilities. I remember some years back when 2face featured Grammy award winner, Beenie Man on the remix of his smash hit “Nfana Ibaga”, his then record label boss; Kenny Ogungbe proclaimed that this collaboration will help push ‘Nigerian music’ to the international music market and draw more foreign entities into supporting the industry and investing in our emerging sound.
Many years later up to 2014, iconic artistes like P Square & Rick Ross (Onyinye Remix), D’Banj & Snoop Dogg (Mr Endowed Remix), Pulse & Busta Rhymes (Sotey Remix), Dbanj & Kanye West (Scapegoat Remix), P-Square & Akon (Chop My Money Remix), Ice Prince & Gyptian (Magician Remix), Davido & Akon (Dami Duro Remix), Sound Sultan & Wyclef and recently Wizkid & Wale, 2face & T-Pain (Rainbow Remix), Mode 9 & Canibus (Super Human) and countless other real or imagined collaborations. Our music videos, however, still aren’t getting heavy rotations on MTV America and other Music channels other than the occasional premiere on BET’s 106 & Park.
Our music portfolio of collaboration shows those with ordinary day-to-day subject matter. P-Square and Rick Ross’ Onyinye did little to celebrate African beauty, at least, in the way Tony Tetuila and Tic Tac did with Fe Nfe Ne Fe, that is if singing about a woman’s bosom is any good. D’banj and Snoop Doggy Dog’s ‘Mr Endowed’ was a comedy of somesorts if you understand Yoruba and the meaning of “Baba Aja” on an international passport.
Tuface and T.Pain’s ‘Rainbow’ just expresses a different shade of love song while Davido and Akon’s Damiduro remix sounds like an attempt to compete with P-square. One cannot exhaust the list of collaborations. Wizkid is somewhere in the studio recording a song with the world-famous singer-songwriter, Rihanna, and Twitter is animated with discussions on what they are trying to do together.
Credibility in the industry is critical, as this can only be achieved when there is an organised structure put in place to checkmate negative exigencies currently experienced. The fight against piracy, an ugly demon challenging the industry even at a global level, can be curtailed through collective efforts with the agencies established as watch guards, protecting the industry from continued erosion. To this regard, government policies backing the entertainment industry and protecting the intellectual property rights in this sector should be actively implemented without fear or favour as these will go a long way to create an atmosphere where more international acts would want to come over to the country and do more meaningful collaborations thus advancing the entertainment industry.
Foreign collaborations are not only seen in the music industry only, it is also seen in the film and fashion industry as these days Nigerian homemade Nollywood movies feature American Hollywood actors and visa versa. Example of these movies are ‘Dr Bello’, ‘Ije’, ‘Half of a Yellow Sun’ and ‘Turning Point’, just to mention a few. In the Hollywood series, ‘Broke Girls’, Omotola Jakende was given a guest appearance there while the likes of Olu Jacob, and Genevive Nnaji have featured in a few Hollywood productions either as a major or minor role player. With an eye to attracting an international mainstream audience, Nigerian filmmakers are increasingly turning to the west for actors like Isaiah Washington and Thandie Newton. The same developments are taking place in co-productions with filmmakers from other African countries. The Princess of Africa, Yvonne Chaka Chaka, starred in ‘Foreign Demons’, a film set in Nigeria as well as her native South Africa. ‘Feathered Dreams’ is the first Nollywood-Ukrainian co-production. Set in Ukraine, the film stars Nigerian actress Omoni Oboli and Ukrainian actor Andrey Rozhen who also directed it.
In the world of fashion, there have been steady efforts to turn Lagos, a city with a fearsome reputation, into a fashion destination. In 2012, it reached new heights at the MTN Lagos Fashion & Design Week that ran from Oct. 24 to 27 drew European high-fashion brands such as the United Kingdom’s Selfridges & Co. and Munich-based MyTheresa.com to Nigeria for the first time. Ituen Basi’s newspaper inspired Spring/Summer 2013 collection was among 39 collections spotlighted at the city’s latest major fashion week. The Nigerian label’s collection evoked fun and glamour through its use of print and colour characteristics which have come to define the vibrant local fashion scene.
With local brands seeking wider platforms and international retailers hungry for novelty, designers and buyers see opportunities for collaboration. An encouraging response to African-inspired designs by top western labels gives buyers confidence that designs straight from the continent will also sell.
Online retailer, MyTheresa.com, which ships top designer clothes including Miu Miu, Givenchy, Lanvin and Isabel Meron to clients in 120 different countries, is also looking for products in Nigeria that will sell well. The company hopes that will set it apart from the competition in a fast-paced industry.
“For me, Nigeria represents a fun individualism,” the company’s buying director Justin O’Shea said. He also said that MyTheresa.com was looking forward to working closely with designers and adapt products for their clientele, if needed. Previously, several Nigerian designers have helped put the West African nation on the global fashion map. Deola Sagoe has gained recognition from U.S. Vogue editor, Andre Leon Talley and Oprah Winfrey. London-based Duro Olowu is considered one of Michelle Obama’s favourite designers. Maki Oh has dressed American singer, Solange Knowles and Hollywood actress, Leelee Sobieski from her Lagos workshop. Jewel By Lisa, who has also dressed celebrities, designed limited edition BlackBerry mobile phone skins and jewelled cases for Canadian manufacturer, Research In Motion Ltd.
While looking to Nigeria could bring much-needed novelty to clothes targeted to global audiences, it could also endear a Nigerian clientele. Though the majority of the nation lives on less than $2 a day, the nation’s wealthy elite have a growing appetite for top-shelf brands. Luxury goods stores are increasingly opening in a country where seemingly gratuitous displays of wealth are the norm.
Overall, collaborations within the industry has contributed and aided the economic aspect of the entertainment world. The recognition Nigerian artistes are receiving globally are enormous because our production qualities in films, music lyrics and videos and fashion styles has now met up with international standards.
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