Recently, Nigerians woke up to a news report of the arrest and detention of popular skit artiste and content creator, Abdullahi Maruf Adisa aka Trinity Guy. The young content creator had been charged to a family court in the Iyaganku area of Ibadan, over his alleged sexual exploitation of a 10-year-old girl, and subsequently ordered to be remanded in the Agodi Correctional Facility until July 11, the next hearing date.
Interestingly, while there are several content creators doing extremely well and serving their audience with fresh, creative, and entertaining materials, and cashing out too; there are some others who constitute a nuisance, encroaching into people’s privacy, disturbing public peace, and elevating nudity, obscenity, uncouthness, and vulgarity, in the name of creating content and “driving followers”.
In this piece, I argue that while comedy skits and other forms of digital content have become an essential part of our social life, providing amusement and stress-relief for many, and creating employment for thousands of youths, it is perhaps time to regulate the practice, to prevent the space from abuse. I also share my observation of some emerging trends within the digital content creation ecosystem in Nigeria.
In January 2021, Africa Polling Institute released the report of a research study titled “Skit Economy: An Assessment of Digital Content Creators in Nigeria”. The study sought to examine the rise of digital content creators in the country, particularly the vocation of skit-making, as an avenue for unleashing the deluge of talents and creative energy of the bulging youth population.
It also explored the potential of digital content in generating wealth, creating jobs, and stimulating economic growth, within the entertainment sub-sector. First off, the study found that there’s a huge appetite for comedy skits and other forms of digital content in Nigeria, as two-thirds of respondents affirmed that they watch skits frequently, via social media platforms like Facebook, Instagram, YouTube, and Tiktok.
It further acknowledged the role of skits in helping citizens de-stress and unwind from daily hustle and bustle, serving as stress relief pills of sorts. Similarly, some of these content creators have evolved from producing mere skits for amusement and entertainment, to purposeful tools for creating public awareness, disseminating information, marketing commercial brands, and advocating social change. Broda Shaggi (35%), Mark Angel (26%), Mr. Macaroni (15%), Taaooma (12%), and Lasisi Elenu (11%) were ranked the highfliers by viewers’ choice.
Clearly, a lot has changed since January 2021 when the API study was released; and I have been observing some emerging trends in the space for some time now. Five of these trends stand out in particular.
Fresh ideas and originality powering strong: If you think you’ve seen it all, it won’t take long for you to see a new skit or creative content that blows your mind with freshness, originality, and energy, that leaves you wondering what sort of creative minds these folks have.
Beyond the top creators identified in the API study, the likes of Sabinus, Brain Jotter, Zics Aloma, Sirbalo, Kiekie, and Nasboi appear to be churning out rich content relentlessly. Brain Jotter, for example, has become a phenomenon of great comic effect, with his new skit series featuring him as Pastor Brain Jotter of the Church of Shakormotele, and as the comical Corper Philikpu or Aproko (mis)teaching students French, English, and Government.
Comedy Skits versus pranks and reality shows: In the last couple of years, the digital content ecosystem has witnessed sharp distinctions, differentiating comedy skit artistes from pranksters, reality show hosts, blind date hosts, and “kiss or grab” artistes.
While traditional comedy skit creators remain the likes of Josh2Funny, Nasty Blaq, SydneyTalker, and Ashmusy, Pranksters are the likes of Machigoldpranks, Teaser Prank, Cheffingking, and Trinity Guy, who is currently cooling his feet at Agodi.
Also, Reality Show hosts include the likes of Untouchable Comedies, Flowerboy Comedy, Ada Uli, and Deacon Famous; Blind Date hosts include Nons_Miraj, Mariam Oyakhilome, Ifeluv TV, and Playmate Comedy; while Kiss or Grab artistes include Ewahtomi, Humble KG and Hush Bammy.
Cross-dressing amongst content creators: From Kenzy Udosen’s character as Madam Theresa Mgbojiso of Abagana, and Zics Aloma’s Mama Desperate or Sister Ekwitos, to Odinaka Sunday’s Mama Uka, and Macmillan Makeover’s typification of Mummy GOs and Female Ushers, there’s been a trend of cross-dressing amongst some content creators.
Interestingly, while they have gained significant followership and enjoyed public acceptance, the practice of cross-dressing in itself continues to generate mixed feelings. Similarly, some newer content creators like Gorosoekiti, Mcpamilerin, Rodney, Dantizza, and Trending_Rosalina, who create content using face filters, have been well-received by the public.
Gaining recognition from influencers: An interesting twist to gaining followership, likes and recognition in this space is to catch the attention of major social influencers and have your content posted on their platforms. We have witnessed previously unknown creators leap-frogged into limelight because their content was posted by super influencers such as Tunde Ednut and Don Jazzy, and platforms like Instablog9ja and Lindaikejiblog.
The impact of giveaways, freebies, and charitable acts: Another way content creators grow their page and drive viewership is by engaging in charitable acts, giveaways, and offering freebies to the public. Creators like Osita Popcorn, Jojooflele, and Aduragbemi (A.A_Clown) have been recognized for their acts of kindness and frequent giveaways.
Read also: Skit-making booms in Nigeria amid rising hardship
Back to the Trinity Guy saga, it is important to emphasize that a lot of these digital content creators are making a tremendous impact in the areas of employment generation and wealth creation. For instance, Brain Jotter works with a team of over 15 persons, while Sabinus has groomed a team of over 10 collaborators like Twizzy, Wonderdtalk, and Lyfewealth.
Nonetheless, there are a few creators and pranksters who are tipping the edge of creativity over to obscenity. The likes of Trinity Guy, who tends to invade people’s privacy and disturb public peace through some of his repulsive pranks, and Cheffingking, who’s in the habit of luring young ladies for sexual affairs with financial incentives, are two that have attracted public concern.
I recall how Nigerians pushed back plans by the last government to introduce the social media bill. However, I’m worried that an unregulated ecosystem may resort to the resurrection of that bill. It is high time content creators organized themselves into professional groups, and work together to instill sanity in their vocation; calling out bad eggs where necessary. If they don’t do it themselves, it will only be a matter of time before government steps in, and the consequences may be dire.
Ihua, mni, is the executive director at Africa Polling Institute and Professor of Practice in Opinion Research at Coal City University, Enugu. He can be reached on Twitter @Bellemskey or via email: bellemskey@gmail.com
