The dramatic event acted out at the
Headies awards stage on January the
first, is one happenstance that won’t
be too easy to forget. The theatrics
perpetrated by the upper echelon
rulers of the Nigerian music industry
has remained an abysmal bewilder to
many. While the streets were busy
taking over, turning out nooks and
crannies, the populace couldn’t even
drive their ruling prince to a
deserving win. And this was a
stinking piece of information that was
not-very-well-received-at-all. Their
sadness and disappointment shone
right through their heavy laden
hearts. But it never occurred to them
that they might have been their own
detractors, the architects of their own
misfortune, the direct rationale
behind their loss.
Let me tell you why.
First of all, for a voting category
award, you never underestimate the
power of social media. The Mavins
are a brand with an actual structure.
YBNL are only just a heavily mouthed
gang, no structure. And this was the
beginning of Keshi’s loss. While the
Mavins crew unleashed tricks off their
playbook to ensuring Reeky Banks
eventually emerged winner (which
majorly centered around online
presence, a parade of resource and
brand awareness), YBNL just assumed
Keshi was going to win because he
had built an undeniable brand
presence that obviously outweighed
Reekado’s.
Mavins have a website, and it tells
you so much more than just
information-in-passing which almost
everyone knows about their dynasty.
They even have a so-called A&R
Manager. And asides having brand
accounts on various social media
platforms, every member of the label
has taken it upon themselves to
participate actively as per time and
season on all these platforms,
registering their artiste presence with
fans as well as strengthening their
profile. By suggestive contrast, you
would know by now that YBNL
doesn’t even have a brand/label
account, not to talk of an official
website and the members are terribly
slacked in honing a presence online.
What processes did the YBNL label or
even Lil Kesh take on as an artiste to
ensure people were voting him to
win? Mavins were tweeting, the
undertook some promotional exercises
like giveaways, even such things as
simple as follow-backs were used as
treaties. Don Jazzy used his revered
status to reinforce Reekado’s growing
online presence. Tiwa, Korede and
Di’Ja also showed some support.
Reekado too vested himself in hours
several minutes long Twitter
chatversations with his fans
(otherwise Reekaddicts), the ultimate
aim being getting you to love him
enough to actually take some 5 or so
minutes off whatever other important
thing you were doing to vote for him.
And this was a continuous process. It
didn’t just happen once and then
stopped there. Thus, this should relay
some deep insight as to how he
eventually emerged winner over the
category’s biggest contender.
The stats from the photo above shows
Reekado’s active vestment on Twitter
(by tweets) unlike Lil Kesh who
appears to have been there longer
judging by the margin he has in
followership. So you see, it is not
basically about person, but the kind of
power your person commands. You
have to use that to get what you want.
Afterall, Lil Kesh is without any
doubts whatsoever – a star. But this
shocking revelation of January the 1st
tells us that he’s failed in exuding
power enough to command his galaxy.
Still, he’s not to blame alone. The
‘streets’ deserve more scoops from this
mélange of utter disappointment. How
dare y’all not vote? And everyone all
of a sudden was feeling behooved to
giving an opinion unsolicited for
when his case was already way past
retribution.
IMO, the streets haven’t taken over
shxt ! They’re just a bunch deafening
loud and sweaty-thirsted braggards.
They can talk an enormous game but
in actual sense, they are powerless.
You want to know where the real
power lies? Just pick up your darn
phone. Therein lies your power to
make things come to be. Anything.
Literally, I mean. So whether you’re
creating or destroying processes,
ensure that you’re utilizing your
position of power in ways you deem
fit, and this must be done regardless
of however small you perceive the
capacity to be. You see how a gesture
so small could cost someone
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