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| Courtesy@isegunjohnson |
By Olumide Labulo
Brethren, welcome to the renaissance of Nigerian entertainment. We've moved so far away from when it was all about Fuji, Nollywood, and the Friday night NTA drama lineup. Wait a second; NTA still exists, right? LOL. Safe to say it's on another planet already, like a cornucopia of all that's not and all there is at the same time: how we record or create stupid things for laughs, how we dance and create beats, hype it up, post it on Instagram, and or even, sometimes, accompany it with a spoken word piece while we are at it. This new type is very loud; it’s realer than ever. It’s the result of years of internet access, cultural creativity, and a generation that refuses to keep quiet. They have turned up the volume on tradition, giving birth to a triad of trends: hype entertainment, spoken word poetry, and the influencer/creator economy that's heavily monetized today. Let’s break them down, shall we?
Hype entertainment
I will define hype entertainment as the art of loud confidence and beautiful rhythmic extempore. Call hypemen and women crowd scientists if you wish, or cultural storytellers, or real-time party economists, and you wouldn't be wrong. You see these guys at weddings, concerts, and birthday parties. They have taken over Nigeria’s live entertainment circuit with a blend of Yoruba oriki, freestyle poetry, and sheer vocal stamina. Leading the charge in this regard is Segun Johnson, who’s basically turned hype into high art. While Segun isn't a pioneer, his kind is the first, or let's say he is the first person to inculcate and magnify hyping in modern (because there used to be the "Baba Sikira" kind) live band music. Another person we can cite is the dubbed tsunami of hype, Melody M.I.A. (Melody Ifeanyi Adigo). She is one of Nigeria's top female hypeladies in the game. Her uniqueness is a blend of energy and relatability on stage, built on the threshold of her experience in hosting radio and T.V shows.
Spoken word poetry
This poetry is a typicality of the mic is mightier than the pen--a revamp of the original figurative expression, actually. So, if you thought poetry was only for heartbroken people, think again. Nigeria's spoken word artistes are rewriting the rules with metaphors, rhythms, and enough stage presence. Pioneers like Dike Chukwumerije, Sage Hassan, Titilope Sonuga, and Efe Paul Azino are pushing powerful narratives on identity, politics, climate, and love. From entertainment stages to Instagram reels, their voices are making waves. Spoken word is no longer a niche; it’s a movement. A well-delivered piece can go more viral than a skit. Plus, it’s cheaper to produce than a music video (just saying). And it's being monetized too. In fact, some people like IBquake live off it. They are featured in advertisement videos, music videos, at weddings, corporate events, etc.
Influencer & creator economy
Nigeria’s influencer economy is no longer child’s play: it’s a serious industry turning followers into fortune. I'm not sure we knew anything like this until platforms like Facebook and Twitter came. I used to hear people sold their accounts for certain amounts, but I didn't believe until it boomed. Now, everything matters: views, impressions, comments, and what have you. From beauty and tech to food and finance, digital creators are the new marketing kings and queens. Some, out of sheer desperation, even spread false rumours about the government, celebrities and their relationships, etc. So, think like this: content, followers, engagements, bank alerts, and you'll never be wrong. A while back, Nollywood actress, Jaye Kuti, tried to caution her colleagues from using influencers to market their films through dances, skits and other stuff she considered unprofessional. Well, things are changing. Aren't they? Though legends like Davido, Tiwa Savage, and Funke Akindele paved the way, other creators like Mark Henry (comedy), Sabinus (comedy), Kora Obidi (dance), Jane Omenna (dance), Fisayo Fosudo (tech reviews), Amy Okoli and Diana Eneje (lifestyle and fashion) are ruling the timelines. It’s not just about selfies anymore. It’s brand strategy, content calendars, affiliate deals, and more than passive income. In fact, you can be an influencer if you have a huge followership.
So, what do these trends have in common? They’re all Nigerian at heart--loud, expressive, innovative, and unbothered by Western definitions of art or success. Whether it’s the hypeman shouting your name, the poet narrating your struggle, or the influencer showing you how to slay on a budget, the future of Nigerian entertainment is personal, powerful, and profitable. While the future might be predictable and even evolve into an era where hypemen will be signing endorsements, spoken word artistes releasing albums and going on tours, there are no assurances. But time will tell. So next time you scroll past a viral video, remember: that’s not just content. It's business.
