EXPLAINER: Why does Nigerian Idol ignite so much passion?

Gilbert Galindo once wrote that, “Concert music is music that is not only pleasing to the ears and mind but also nurturing for the soul. It has been long said that music gives one an emotional response.

“Characters of varying degrees that are found in music can affect one’s mood. Music can raise someone’s mood, get them excited, or make them calm and relaxed. Music also - and this is important - allows us to feel nearly or possibly all emotions that we experience in our lives. The possibilities are endless.”

Nigerian Idol is the nurturing, showcase and celebration of vocal excellence, stagecraft, crowd control, personality, panache, band sync and fashion prowess of unknown Nigerian vocalists. Their newness adds the element of surprise to the mix - the good kind. When they can sing like Baby Dragon or when they have personality like Zadok, it thrills the crowd even further.

While a lot of the singers on show usually have established fan bases that probably know them and support them from the jump, they earn new fans on the show itself. Just like it is on other talent shows, the passion is ignited in most fans during auditions.

“I started as a fan of American Idol, after Jordin Sparks won, and since then I have been a fan of these shows,” says Yinka Ogunsaya, a mother of three. “My family is heavily invested in these shows. One of the reasons why I have DSTV Mobile is Nigerian Idol. There is literally nothing like seeing young people swim in uncharted waters, while testing the limits of their artistry.”

Asides from the combination of music from a fresh-faced artist, performed with innocent concert effect, fans then become invested in certain artists based on attraction and preference.

Branding and presentation

Then there is how the show is presented. This year, the host is the seasoned media personality, IK Osakioduwa. The judges are Simi, D’Banj and the OG, Obi Asika.

In 2021, Pulse spoke with the late Martin Mabutho, who was then the Chief Customer Officer at Multichoice. He noted that their hosts were not just public faces, but actual people with personable traits, who were carefully vetted and selected by a panel of experts.

This year, Simi, D’Banj and Obi Asike bring a unique blend of expertise, perspectives, empathy, experience and personality.

They also bring in different things to Nigerian music audiences; Asika is an OG, who brings decades of experience and an older audience. D’Banj is a superstar recording artist, who brings his magnetic personality, stagecraft and a middle-aged audience.

Simi is the superstar, who offers current mainstream Nigerian appeal, and actual experience in vocal training and utilizations.

Then there is Osakioduwa, who isn’t just a host, but a big brother to contestants. Behind the scenes, he creates a synergy with the audience every week.

D’Banj’s, “Your face show, your shoe shine…” has become synonymous with this season of the show. After the live show every Sunday, fans bombard the stars and the contestants to take pictures.

This reflects the 360 approach to the execution of the show, and how the hosts reflect the point and appeal of the show.

Simi, D’Banj, Asika and Osakioduwa are people that Nigerian parents and mainstream Nigerians can root for. This is the same audience that the show appeals to.

Then throughout the season, the organizers have mixed the celebrity line up with sprinkles of other superstar appearances. For example, Ice Prince was a guest on April 25.

Then there was the amazing TV moment, when Adekunle Gold surprised Simi with his appearance. Moments like this ignite passion and refresh the music in the audience.

There is one way to describe the show, and it’s relatability, produced via music, concert culture, showmanship and artistry.

Marketing and organizers

On April 17, 2022, over 20 million votes were cast for just eight contestants. Across the first nine weeks of this season of Nigerian Idol, word on the street says over 144 million votes were cast.

From a marketing standpoint, it just goes to show that legacy TV shows have an incredible audience, at the intersection of different demographics. And those guys throw doubt on Nigeria’s problem purchasing power. Perhaps, there is a purchasing power problem, but Nigerians will spend on whatever they are invested in.

This year, Nigerian Idol is on track for;

Over 210 million votes
200 million Twitter impressions
One million unique users
150 million viewers
New viewers: +15%

Conversations about the show are rife every Sunday, starting from 7 pm. This year, a lot of influencer-type people gave #NigerianIdol a watch, and tweeted about it, just out of vested interest in Progress.

“I’ve always been a fan of Nigerian Idol. When I used to live at home, my parents were a fan. We used to sit around the table to watch the show,” says the influencer, who refuses to be named. “This year, I was so attracted to Progress that I had to start tweeting with a hashtag to support. He’s so amazing.”

“You know, post-BBNaija/Nigerian Idol events are still part of the season even though the show has ended. The show never ends. When post-show media rounds and the appearances are being done, we are strategizing for the new season,” Mabutho tells Pulse in July 2021. “We start brainstorming changes, necessary switches, corrections... We also engage sponsors, brainstorm themes and the creative pivot.”

The chat took place shortly after the sixth season of Nigerian Idol was completed. To Mabutho, it was a successful show.

This year, we don’t know who might win. But we know that this has been another successful show.