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Monday, 10 October 2016

Why many movie producers should study AY

Peace be unto all the men and women reading this. We've made it to October, the tenth month of the year.

It was only yesterday that we were telling our neighbours "Happy New Year." Where did 2016 go? This year should be called fast and furious. Things are happening. You could be a judge this morning and at night you could be hauled into a Black Maria by the DSS (I hope they are not reading this, me and interrogation don't go well together).

Pardon me as I digress for a bit. I hate politics because 80 percent of the time it is filled with lies. In Nigeria, let's make that 98 percent of lies. A lot of people are saying it was wrong for the DSS to raid the homes of judges on suspicion of corruption. The term rule of law has been tossed around and the word democracy has also been mentioned a lot.
Like I tweeted, Nigeria has never operated a democratic system of government. The perversion we call democracy is what I call sh*tocracy- a style of government where shit happens.
Buhari is the garbage man whose job is to clean the decades of filth in our system. Just like in the series Narcos where detectives had to break the law to catch Pablo Escobar, I feel this present government will have to break some laws to deal with corrupt officials. Sometimes you have to do bad for the greater good.
Now back to the main issue of today. Adekunle Gold is a good singer and if he continues this way he might be a great singer. His new album 'Gold' is one of the top albums of the year.
There is a song on his new album 'Ariwo Ko' which roughly means success is not determined by who makes the loudest noise. This might be true in the music industry nowadays but in Nollywood, this is not the order of the day.
Last week I saw a tweet from someone who was complaining that Nigerians are flocking to watch AY's latest movie 'A Trip To Jamaica' over another new movie 'The Arbitration' a story about infidelity and rape.
The truth about why Nigerians would rush to watch an AY movie over a more technical movie is because AY puts in more work than the average movie producer.
His critics have said that AY makes fluff movies that don't exactly represent the best of Nigerian movies. This might be true. I have always maintained that AY is not the best at what he does- be it comedy or movies. I, however, believe he is the best at marketing his brand and products in the entertainment industry.
AY Live is the biggest comedy show in Nigeria. He is not the funniest stand-up comedian but you must be a hater if you refuse to accept that AY Live is the real deal.
AY has taken his marketing and promoting ethos to Nollywood. While most Nollywood producers do a little promo and put their movies in the cinema, AY does huge marketing and promo rounds to raise awareness.
If you can get Don Jazzy to post the cinema dates of your movie, trust me a lot of people are going to know about it. It's not just about having a flashy trailer and sleek Instagram posters. You have to do the dirty work.play
Omoni Oboli is another person in the movie business who understands what it means to promote a movie. A few months ago I was shocked to see her selling tickets to her movie atIkeja City Mall. When she is promoting a movie, she and other cast members fly around the country promoting a film. This is how it is done.
If most movie producers are serious, they would learn a thing or two from AY Makun. It's what people know that they will gravitate to. Awareness is key. The marketing budget of most Hollywood movies is sometimes more than the cost of production. Nollywood should take a cue from AY and step up.

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