The Media Blog: MTV Base subbed the Nigerian government – and maybe some corporates

The MTV Africa Music Awards (MAMA), anchored by MTV Base is for the third year, hosted in South Africa.

This is a big deal.

Nigeria continues to not take media events seriously (government and brands) – despite the fact that media events like the MAMAs bring global attention, if not immediate investment to a country’s cultural possibilities, as well as earned media that puts you in the global conversation in a context that’s favourable.

And it’s simple, South African Tourism, its corporation focused on bringing in the country’s footfall, invests massively in dragging the rest of Africa and the world to their country – Nigerian journalists and influencers going in and out of the country every week you look. And its tourism machinery is in charge of pulling the MAMAs that way for another year.

This YNaija report from the press announcement yesterday makes it clear various Nigerian agencies care less about this loss.

From the mouth of Alex Okosi, the managing director of the channel and executive producer of the show: “We need a lot of support beyond our own means – we benefited from partnership with the Kwazulu-Natal government to stage the show in Durban, and now the city of Johannesburg is on board to help us stage this year’s event,” Okosi said, when asked about the choice of Johannesburg. “MTV Base at its core has been showcasing Nigerian talent globally. We have staged two MAMAS here and we want to hold more, but we need to get support.”

The YNaija report interprets this excellently:

“…to showcase the best of African talent – you’ve got to get all the support you need. And Viacom is getting all the love from Joburg Tourism right now.

“At the risk of getting accused of putting words in Okosi’s mouth, here’s what he means: If we get the kind of support we need from the government in Nigeria, we will stage the show again here in Lagos.

“Hi Gov. Ambode, time to pick up the call.”

Because, corporates can choose not to care about how the world sees a country. But governments must.


PS: See anything worth talking about on the ins and outs of the media business in Nigeria on TV, radio, print and online (could be news, tweets, photos, opeds etc) send us a mail on[email protected] titled TMB. Let’s share the insight together!  

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