Fred Itua and Anthony Ada Abraham, take a cursory look at the talent hunt shows segment in the entertainment industry to reveal some shady deals being perpetuated under the guise of television reality shows.
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Talent hunt shows in Nigeria, have become a topical issue in recent times. Within the past few years, all forms and manner of reality television shows have dominated the airwaves. Amstel Malta Box Office, Apprentice Africa, Big Brother Nigeria, Dragons’ Den Nigeria, (Entrepreneurial reality show), Gulder Ultimate Search, Intern Show, Star Quest, The Debaters, Next Movie Star, Koko Mansion, Nigerian Idol, Glo Naija Sings, MTN Project Fame and so on, are some of the popular reality television shows that are constantly aired on our airwaves. Many wonder on the relevance of these talent hunt shows considering the underneath shady deals that have been rocking the organisation of these shows.
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Experts in the entertainment industry have also expressed mixed thoughts on the daunting challenges facing talent hunt shows in the country. One of such worries expressed is the fact that corporate organisations and individuals have hijacked these processes and have become conduit pipes through which they milk hard working Nigerians of their hard-earned mony. In spite of these daunting challenges and criticisms that have bedeviled it, it is however note-worthy to recall top Nigerian entertainers who were shot into stardom through these television reality shows.
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Talent hunt shows have remoulded destinies of a number of youths in Nigeria. Contemporary entertainers like Omawumi, Mike Ezoronye, Timi Dakolo, Uti Nwachkwu, Bahira Mcwizu, Kevin Pam, The Pulse, Kc Presh, and others are products of various talent hunt shows.
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Commenting, veteran Nollywood actor, Chief Bruno Iwuoha believes that certain indices must be considered in assessing issues pertaining to talent hunt shows in the country.
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“We don’t have checks and balances in this country,” he said. “If they make so much money through these shows, they are supposed to give back to the society, but the case is quite different because there are no regulators of these events. Big Brother show for instance has the highest number of fans from Nigeria and this is a huge cash cow for the organisers. The question is, how much do they give back to the Nigerian society?” He also lamented on the wrong motives behind the organisation of these shows. “Almost everyone can now organise different talent hunt shows just to make money.” On life after the reality television shows for the winners, Bruno sought to know how well the winners are doing after the contest. “What happens to the so called winners after the shows?”
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On a final note, he said, “Corporate organisations that engage in talent hunt shows should give back to the society monies realised from these events. For me, that is part of their corporate social responsibility.”
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An Abuja-based movie producer and marketer, Osaretin Ogbemudia, opines that there are many twists to this so called talent hunt shows in Nigeria.
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“Many Nigerians have been duped all in the name of talent hunt shows. Young people who are desperate to acquire fame at all costs always fall prey to their pranks and they get duped eventually. There have been cases where prospective participants of talent hunt shows were asked to pay certain amount of money into bank accounts and they never got to participate in any event because it was a scam all along.’’
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Some top Nigerian entertainers believe that the entrance of television reality shows into Nigeria has done more good than evil, but however admitted that there are challenges that must be confronted. Doris Simeon, a popular Nollywood actress opines that organisers of these reality shows in Nigeria have good intentions and might want to affect lives positively, but feels they are taking the wrong approach.
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“Most of the companies that host some of these reality shows hardly know much about the shows and probably might not know how to manage the entertainers they discover at the end of the day because it is entirely a different world. I always say this – organisers of reality shows should endeavour to do things in such a way that the individuals who emerge winners in their respective shows are assisted properly in getting very good management firms to nurture them and such management firms should be made to give proper feedback to the company on the progress made by the stars placed under their care,” Doris submitted.
Eniola Powedei Lawrence, former Miss University, Africa, also threw some blame at organisers of reality television shows in Nigeria. She said:
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“Some companies that manage reality show winners do not manage them properly. Let’s take a cue from the international scene. Artistes like Jordin Sparks, Kelly Clarkson, Reuben Studdard, Fantasia Barrino, Carrie Underwood, had continuously been relevant in the music scene long after they won the American Idol.
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That is because they are being well managed. But here in Nigeria, organisations managing reality show winners only use those in their stables to promote their brand and after they ‘rip them off’, dump them and go looking for another ‘new kid on the block’. What they fail to take into consideration is the fact that when a reality show winner is properly managed, he is motivated to be at his best and hence committed to promoting the brand the company represents.”
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Radio and television personality, Rymzo, also opines that the whole essence of reality shows in Nigeria is faulty as against what is obtainable in other countries. He said:
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“The managers of reality show winners are not doing the right thing that is expected of them. In America, winners of reality shows such as the X-Factor and the American Idol for instance, receive recording deals with major labels (for a specific period, like up to six albums) and as well secure management contracts with the company on whose platform the person emerged winner.? I feel there is still not enough content on our reality shows. More so, there is need for better and worthwhile motivation. Most importantly, the organisers should also foster the culture of developing followership for the reality show winners, as well as entrenching a system that would enable the winners do reasonable things out of the grand prize, money or whatever benefits that was given to them.”
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MC Abbey, a popular comedian in Nigeria also subscribes to the ideas enumerated above by other entertainers in the industry. He said: “Some organisers of talent hunt shows are without a definite purpose. I don’t really think that is the best way to help nurture talents because I feel the passion behind many of these talent shows is to make money, which is not bad but it should not be the only focus. If indeed they are helping talents, then where is the structure to that effect?”
Pada John, an Abuja-based artiste manager stated that there is still hope for all.”We should know that organising a reality show is not easy, just like managing an artiste is not easy either. Let us hope things will improve,” Pada said.???
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However, some artistes hold the view that television reality shows in Nigeria is good for the entertainment industry and more efforts should be invested to further help the industry grow. Popular Musicians like Weird MC, Essence and Ice Prince share their thoughts.
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For Weird MC, “The reality shows we have around now are good for our youths, especially the music reality shows. It has helped boost the music industry, as corporate organisations are beginning to invest in the industry. It has also helped to increase the rates at which artistes are being recognized and invited for shows.”
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Essence opines that reality shows are a blessing for us because it has helped develop more talents.? “The only problem I have with it is that the winners really don’t go far the way we expect.? Perhaps, it is the problem of management or other forces, but I will like the organizers of reality shows to look into it very well, as it will help make the winners and the industry better.”
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For Ice Prince, “Reality shows in the country for me are a blessing, because that was what gave me the first major opportunity to showcase my talent to the world. What I think it does is to give you the major lift then you leverage on that to climb up. That is if you are that person who understands what he wants. But ideally, what I think should be done is for the organisers of reality shows to ensure that the individuals who emerge winners in their respective shows be assisted properly in getting very good management firms to nurture them.”
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From the fore-going views and thoughts expressed by players in the entertainment industry, it is obvious that though reality shows have helped to shoot people into stardom, it is however defective and needs urgent restructuring. The heinous practice where promoters of television reality shows swindle the unsuspecting public must henceforth be discouraged and appropriate authorities must salvage the situation. Talent hunt shows have the potential to promote the entertainment industry, but it must not be used as a conduit pipe to covertly defraud Nigerians.