Davido, Tiwa Savage, Odunlade, Mercy Johnson, Basket Mouth & Emmanuella hailed as Kings & Queens of Nigeria’s Entertainment Industry
Abuja, Nigeria, October 9th 2019 – A new public opinion poll on “How Nigerians Recreate” released by the Africa Polling Institute (API) has revealed a list of artistes Nigerians consider the Kings and Queens of the country’s bourgeoning Entertainment Industry. The poll sought to investigate how Nigerians recreate and entertain themselves, and it revealed that the top five ways Nigerians recreate are: by watching movies (37%), listening to music (22%), resting and/or sleeping (18%), hanging out with friends (10%), and involving in religious activities (3%). In addition, the poll revealed that Davido, Tiwa savage, Odunlade Adekola, Mercy Johnson, Basket Mouth, and Emmanuella of Mark Angel comedy have been identified as the Kings and Queens of Nigeria’s entertainment industry. The opinion poll was conducted in the week commencing 19th August 2019. It involved telephone interviews of a stratified random sample. A total of 1,043 interviews were conducted with randomly selected phone-owning Nigerians aged 18 years and above, and proportionately representing the 36 States, FCT and six geopolitical zones of the country. With a sample of this size, we can say with 95% confidence that the results obtained are statistically precise within a range of ±3%.
The poll amongst other objectives sought to identify artistes in Music, Nollywood and Comedy that resonate with ordinary Nigerians and are considered to be their favourite.
From the data, the top five favourite Nigerian Musical Artistes in the male category are: Davido (12%), 2Face Idibia (8%), Flavour (6%), Olamide (6%), and PSquare (5%). Other names mentioned are: Wizkid, Burna Boy, Sani Danja and Phyno, Frank Edward, D-Banj, Umar Shareef, Adekunle Gold, Nathaniel Bassey. In the female category, the top five favourites are: Tiwa Savage (16%), Simi (11%), Teni (10%), Tope Alabi (9%), and Yemi Alade (9%). Other names mentioned under this category are: Sinach, Fati Niger, Chinyere Udoma, Mercy Chinwo, Chioma Jesus, Nafisa Abdullahi and Hafsat Sarauniya amongst others.
In addition, the top five favourite Nollywood Artistes in the Male category are: Odunlade Adekola (16%), Ali Nuhu (12%), Nkem Owoh (8%), Pete Edochie (7%), and Ramsey Noah (6%). Other names mentioned under this category are; Yul Edochie, Jim Iyke, Desmond Elliot, RMD, Sanni Danja, Chinedu Ikedieze, Umar Shereef, and Chinwetalu Agu amongst others. In the Female category, the top five Nigerians Nollywood favourites are: Mercy Johnson (13%), Genevieve Nnaji (12%), Funke Akindele
(8%), Patience Ozorkwo (8%), and Ini Edo (6%). Other Female Nollywood artistes mentioned by Nigerians are; Omotola, Fathia Balogun, Tonto Dikeh, Toyin Abraham, Regina Daniels, Liz Benson and Rita Dominic amongst others.
Furthermore, findings on the top five favourite Comedians in the Male category are; Basket Mouth (17%), AY (16%), Musha Ibro (8%), Bovi (6%), and Mark Angel (5%). Other male Comedians Nigerians consider their favourite are: Kenny Blaq, I Go Dye, Akpororo, Gordons, Clint Da Drunk, Lasisi Elenu, Nkem Owoh, Funny Bone, Mr. Ibu, Sulaiman Bosho and Bushkiddo amongst others. Similarly, in the female category, the top five Comediennes are: Emmanuella of Mark Angel comedy (34%), Helen Paul (29%), Funke Akindele (7%), Omo Ibadan (5%), and Princess (5%). Other Comediennes in this category are: Jamila Nagudu, Sister Maggi, Lepacious Bose, Chigurl, Maryam Yahaya, and Success of Mark Angel Comedy group, amongst others.
The findings of this poll highlight a number of interesting insights worth noting. Firstly, the poll highlights the ubiquitous role of content in the Nigeria’s burgeoning entertainment space. The saying that “Content is King” holds true in the industry. The understanding is that as long as creatives can focus on creating original content that resonate with the audience, and remain consistent at putting out such content, it would only take a matter of time before they are discovered and celebrated. The recent celebration of the Kaduna-based youths who produced a Sci-Fi film from skills they had learnt online, speaks to this point.
In addition, the poll emphasizes the increasing importance of short music and comedy skits, as well as the use of social media, as a way to gain audience and followership; and at the same time, acting as an elixir or stress relief for the audience. For instance, the consistent weekly releases of Comedy Skits by the Mark Angel Comedy Crew has gained etched Emmanuella the No. 1 spot on female comedian from our poll. Similarly, the likes of Lasisi Elenu, MC Lively, Edo Pikin, Woli Agba, Broda Shaggy, Omo’badan, and Helen Paul in her new Alhaja DonJazzy series have shown that you can gain significant followership and popularity on social media through skits.
The poll further highlights the increasing mainstreaming of gospel artistes to the wider appeal of the general public; as a number of gospel artistes have been named in the list of favourite musical artistes. For instance, the likes of Tope Alabi, Sinach, Bola Are, Mercy Chinwo, Chioma Jesus, Chinyere Udoma, Frank Edwards and Nathaniel Bassey made the list of top 20 favourite musical artistes.
Finally, it is instructive to state that Nigeria’s creative industry has witnessed exponential growth over the last decade, and currently worth about $3.8 Billion, as noted by a 2018 PWC report; yet most of this growth has been with very little government support. We foresee the continued growth of the creative space and entertainment industry, especially with the bourgeoning youth population. However, we strongly urge that more support be targeted at this industry, in order to effectively catalyze the next growth-phase and reap the multiplier effects of jobs, wealth and GDP contribution.
Dr. Bell Ihua
Executive Director, Africa Polling Institute (API)