This is such a good (and almost-balanced) appraisal of the Nigerian creative scene. I say almost-balanced because, while extolling the elements that a foreign and high-culture audience can relate with, it ignores two critical components of the Nigerian creative space - the unbridled creativity stemming from the “streets” and the dynamics of business. So far, the street culture - with the exception of traditionally upper-class-upper-upper-middle-class creative domains (Galleries/exhibitions, high-class fashion etc.,) feeds the high culture. It makes for a beautiful Nigerian phenomenon. The high culture, only with capital, network and distribution resources, have always “win” in controlling the overall narrative, to the foreign audience especially.
Beautiful article that didn’t do much to explore how the business value-chain is being managed and sustained, and who enjoys the returns the most.
The writer didn’t mention my current favourite Nigerian creatives - Terry Apala, Qdot, Lil’ Kesh, those genius Instagram painters, those Instagram storytellers - Maraji, Lasisi, SLKcomedy, Alutaemir, Lekan_kingkong, not even those advertising guys doing cool stuff. I’m suing somebody! 😝
“...the assertive Nigerian global influence today cannot be denied, whether it’s in literature, music, fashion, or art, with new talents appearing at a relentless pace..... But all of them feed off the scene in Nigeria itself—and in its megacity, Lagos, a frenetic engine of creativity.”
We set to create a Mother’s Day campaign that celebrates mothers and motherhood in a way that resonates with our African audience.
Our idea - "Mother's Secret Weapons”
Traditionally, African mothers play a key disciplinarian role in the family. It’s a role that they sometimes played with firm hands and, where stern looks and raised voices didn’t deliver results, it wasn’t uncommon for harder measures to be employed.
We decided to whip up nostalgic emotions and trigger conversations around this role – especially as many grownups in African communities look back fondly on these corrective episodes with loving mothers.
Each ad humorously profiles the common tools used during a mother and child squabble, and use them to remind ourselves about the love that came in form of discipline.
In essence, here’s to the mothers who made us – and the tough love that forged us.
The Campaign has since gone viral especially in some African countries and I'd like to thank my team members - Abraham Cole (Art Director), and Adebayo Arisilejoye (Copywriter) for coming through on this.
Thanks for creating beauty. Thanks for your works that fed my soul - "Love in the Time of Cholera," "The General in His Labyrinth," "One Hundred Years of Solitude". Thanks for the quotes I return to when I need to be reminded about the futility and illusions of life, and the silliness of the human condition. I didn't like magical realism until I read your works. Continue to rest in peace as the world celebrates your birthday, today!
The muscle and the abs, well, remain rumours :)