By; Amaechi Kingsley
The entertainment industry in Nigeria has over the years made great impact in the world of entertainment ranging from music, movie and drama which is fast becoming a multibillion dollar sector, following the success of Ken Nnabue’s “Living in Bondage” in the early 90’s.
Nigerian entertainment which is considered as the largest film industry in Africa ranked third in the world after Hollywood and Bollywood, with over 40% of its members as indigenes of Imo State as well as in music. Despite the state’s comparative advantage over others in the hospitality business, the patronage for entertainment in Imo State is relatively low. With its low industrialized economy and alarming rate of hotels, the hospitality sector in the state should aside from night clubs engage the services of Nigerian entertainers to introduce cinema culture.
It is pertinent to note that most Africans plying their trade in the entertainment industry in other countries, most especially in Europe and America are struggling to gain utmost recognition, because however good their work may be they are still looked as inferior compared to their western counterparts.
Although the quality of the Nigerian entertainment industry (Music, Art, Movies) have grown to an acceptable standard which have created platforms for Nigerian overseas to compete with Nigerian based stars making the country proud both at the local and international scenes.
In Music, it is clear to state that the Nigerian music entertainers are topping the chat in the continental rankings as Nigerian stars play an influential role in the entertainment market and as a reference point in the continent as artistes like, Tuface, D’Banj, Asa, P square to mention but a few have won many international awards.
Today’s music scene artistes have graduated from the use of foreign languages to writing in native languages. Well known artists like Mr. Nigga Raw, Nwa Aba, Phyno and Da green Olamide etc. are few of those in the use of our mother tongue in Hiphop and R&B which has made enormous waves in the local and foreign markets as their distinct creative innovations are accepted by fans and lovers of music.
Today some members of the public criticize Nollywood actors/actresses or producer for poor script/work as well as some artistes for poor work which can be attributed to lack of sufficient funds/sponsorship. The Hotels should take advantage of the cream music of artistes and Nollywood stars to feature them as guest at social event to perform on stage with some Imo based acts on a weekly or monthly bases. This will not only promote entertainment in the state, but will also enhance the financial strength of entertainers, a situation which both parties will benefit from and in return attract huge multiplier effects.
It is a common practice in western world for private individuals with stake in entertainment to partner with media to create awareness for events in order to improve their business structure. People should promote entertainment for selfless gains (youth empowerment programme) thereby creating an indirect/direct employment for young talented youth in the industry.
Today in Imo State you would agree that few private efforts at promoting entertainment are felt positively, ranging from talent hunt, exhibitions, weekly/monthly shows, parties, and award nights, which attract Nigerian entertainers, and thereby give glamour and class at events. While some individuals choose to award entertainers and supporters of entertainment in the state (E-sure’s “E-entertainment awards” M.C Banana’s newly installed “Nite life Entertainment Awards), and many other award events are means with which entertainers gain recognition.
One of such private individual is the CEO of Noel productions Inc. a United State based entrepreneur/businessman and founder of “Imo Got Talent” in Imo State, Late. Prince Noel Unegbu, who with his initiative encouraged young talented Imolite to achieve their dreams under the entertainment industry, in the same vein, he placed Imo State in the world map promoting the rich cultural heritage of Imo state in the United States. Haven organized the first successful season of “Imo Got Talent” which spurred some young lads into stardom and propelled them into bigger platforms in Owerri, Imo State last year, Prince Noel Unegbu planned to feature Uti Nwachukwu (winner of Big Brother Africa) as host for the second season of the 2014 “Imo Got Talent” scheduled to hold later this year, was killed at a hotel in Imo State, may his gentle soul rest in peace.
Dj Saquo’s Star Nite is a monthly show that have continued to showcase many hidden talents based in Imo State with guest performing artists sharing same stage to promote entertainment in the state .
The show which is climaxing to its 12th episode has gathered momentum encouraged and exposed Imo based artistes to compete favorably with high profiled musicians in the country, recently it was observed that of two editions, the Dj Saqou’s Star Nite have not featured a high profiled artist, due to this reason, Imo based artistes have utilized their chances with their outstanding performances on stage, as the crowd were well thrilled to their fullest, while comedians, dancers and other side attractions are not left out from the enormous fun filled event.
Past and present administrations of Imo State have continued to consolidate efforts towards exportation of traditional entertainment Music (Bongo) & Dances by providing conducive atmosphere for the promotion of culture and tourism. Governors have in recent times crowned the efforts of some hard working Nollywood stars with portfolios in government with a bid to encourage their talents, even though Imo State is not an exception of this attributes, more needs to be done by the Government and private sectors (Hoteliers) to encourage Nollywood here in the state as Enugu and Delta are fast becoming base for Nollywood actions.
It is of great importance and concern to state with facts that most hotel proprietors and hotel managers do not acknowledge the imperative significance of advertising their organization let alone making the hotel a home of entertainment.
Few well known hotels in Imo State today that are of five star class facilities, had partnered and advertised with the media, while some others had hosted important events which attracted personalities from the entertainment world or/and political class. However those who advertise often do so to inform the public of hotel situations/locations without the inclusion of attractive entertainment event for the pleasure of guests thereby paying total negligence to entertainer especially in the state.
“Entertainment without an entertainer is like licking butter without bread”, as I said earlier, the Nigerian entertainment industry in terms of development is on the increase from what it used to be, hoteliers can take due advantage of talents by organizing live interesting shows, live drama series, cultural dancing exhibitions, live bands and musical concerts or talent shows, considering the prevailing rate of unemployed graduates roaming the streets. The options are endless but worst of all the absence of cinemas in most hotels is something that is unhealthy for entertainment.
Speaking to a renowned artist Mr. Ugo Stevenson, he noted that most hoteliers are either ignorant or not properly informed of the effective use of an artist as one efficient tool needed to enhance the status of their enterprise, he however pointed-out that few hoteliers who work with some artist in the state exploit them and don’t provide the necessary equipment for an effective entertainment to customers. He added that some artist do not know their worth as few present themselves too cheap that owners of these institutions place no value on them.
Mr. Ugo Stevenson stressed that hotel business is tourism business, and tourism cannot be run without entertainment which can only be sustained by the artist/entertainer. He observed that entertainment do not solely dependent on eating and drinking, noting that an artist uses his music not to only make people happy but to send messages across and to express themselves, as he urge artists to get properly branded so as to command respect.
The renowned artist further pointed-out that the standard of a hotel can be raised by an artist, stressing that the key people involved in hotel and tourism business have not taken due advantage of entertainment in Imo state, he blamed the hoteliers for their lapses in business and noted that if precautionary measures are not put in place, some hotels may end up been converted into hostels or mere guest house.
