Executive Producer, Soundcity Music Video Awards (SMVA) and chief executive officer of Consolidated Media Associates, Tajudeen Adepetu, described by his admirers as an institution based on his achievements in the Nigerian Entertainment industry. Adepetu, a graduate of University of Jos, in this interview with Senior Correspondent of AllAfrica.com, Yemi Adebisi, talks on his experience in powering Soundcity Television with network in 50 countries. He also speaks on the company's awards presentation coming up this month, prevailing standard in entertainment industry, among others. Excerpts:
What really is Soundcity TV?
Soundcity TV, the mother brand of SMVA, is one of the brands of Consolidated Media Associates, a company that has a special focus in producing and syndicating programmes across Nigeria. Soundcity TV is the first of its kind in Nigeria and has now become a national favourite and a household brand name across the African continent. It has been positioned as a dedicated 24-hour music channel, which gives the Nigerian artiste a platform for projecting their image, while also contributing positively to the Nigerian music industry and the African continent at large.
The organisation is five this year. How has it been?
I am very excited about the possibilities that the brand has been able to achieve and the future growth of the brand and what the brand has been able to deliver, as we are on our way of achieving our set objectives.
What were these objectives?
To create a channel that people can be entertained, particularly the youth market between the ages of 17 and 35 while creating sufficient content. We also wanted to achieve continuous process and presence in the African Entertainment industry.
How much of these have you achieved?
We have achieved 65 percent of what we set out to achieve while the other 35 percent is work in progress. The reception by the general public across Africa has been very good which helped us achieve the 65 percent of our objectives.
What other things are you hoping to achieve in the nearest future?
Soundcity is now available across Africa, but we would like the programming of other brands of Consolidated Media such as Televista Movies, Business TV, Spice TV, Village Square and Soundcity Blast International Magazine to be spread across Africa.
What are your challenges so far?
The major issue we have is sponsorship, and because the society hasn't totally embraced the idea or concept of paying for entertainment, a case in point would be the number of people that pay for terrestrial TV, with this factor in mind advertisers would rather use the regular TV to reach their various target market. We hope that gradually Nigerians would see the advantage and exploit it.
What is it that has kept you going?
Resilience of the brand promoters and the conviction of the ideals of the brand have been the major motivating factors as well as being able to create a ray of hope in the life of the average Nigerian youth and give them a platform to enhance themselves. Another is the selfless service of consolidated media to the entertainment industry.
At five, how much do you think Soundcity has contributed and influenced the development of Nigerian music and videos?
Soundcity has influenced the entertainment industry in a tremendously. The brand is now the determining factor and a benchmark to the way music videos have evolved in Nigeria. It is also the only 24-hour music channel with the soul focus of promoting young and upcoming artistes, providing a platform and giving an avenue to express themselves positively. If a dipstick research is conducted across Africa, you will be able to effectively gauge the influence of Soundcity in the entertainment industry.
Has it been appreciated?
Whether our efforts have been appreciated enough will be left for the industry practitioners to say.
What about the expansion to other African countries, how many countries have Soundcity now and what is the estimated audience?
Soundcity is currently present in 50 countries and the whole of Africa with an estimated audience of one billion.
What has been the reception in those countries?
The reception in the African countries has been very encouraging and receptive. A lot of the artistes and nominees always want to attend SMVA just to be a part of the whole glitz and glamour, and to also perform at the event.
How much do you think the SMVA has actualised its objectives domestically before going international?
The origin for SMVA has always been pan-Africa with international recognition. In that regard we have achieved the set objective, which is why we decided to spread the nomination across Africa because we have a presence in the African continent.
What prompted the extension of the awards to other African countries?
Like I mentioned earlier, SMVA is a pan-African award so extending the nomination across Africa was inevitable irrespective of the time frame.
Explain the SMVA's stance of not recognising the stance of the NBC on Nigerian music videos contents.
SMVA will always recognise the laws that govern any country it operates in.
Don't you think you are promoting what the NBC is against and what could be harmful to the Nigerian youth?
Soundcity is a pan-African brand with presence in 50 countries in Africa. Therefore videos will be aired because our platform is of the African ideology.
What are the considerations in the award of the SMVA?
SMVA has set a standard in the African entertainment industry and as such the criteria for nominations and the awards are based on creative execution and value employed in the expression of that creativity. The criteria for nomination are based on a wide pool of videos depending on the best category fit for a nominated video and then filtered through several screening procedures with various panels that cut across different backgrounds on the basic and core features in the production of a film/music video, various angles are also considered such as story/storyboards, camera angles, production, film quality, authenticity and innovative. The winners are subsequently picked by skilled judges who are seasoned professionals in these fields with the technical expectation of the criteria.
How do you grade the videos played on Soundcity?
There is visual creative execution and value employed in the expression of that creativity.
Which videos won't you play on Soundcity?
I am a very creative person and I expect the youth to be creative as well, and because of my high expectations I won't air any video that lacks originality and of course a video with explicit content.
How do you manage the other brands of Soundcity
I have on-the-deck brand managers who ensure a smooth delivery of their jobs, functions and responsibilities. Thereby making it easier for me to oversee, but I am still basically involved in the thought or brainstorming aspect of the business as we are seeking innovative ways to expand in size and content.
What drives you?
The fear of poverty is a constant motivator or a driving force to succeed.
With all these, do you have any leisure moments at all?
It will be difficult to find any moment of leisure during working hours. As you can see, we have very strong and active brands. But off working hours I do find time to rest and relax with my family.
What are your hobbies?
Reading is a hobby I have always loved doing and also watching TV, my first love and a passion that has turned into a career.
What is your description of success?
My description of success is very simple and basic, having a happy home and some money in your pocket.
What are the unique things in this year's award?
The most outstanding performances from the most reputable entertainers in Nigeria and across Africa, breathtaking experience for the red carpet, an event on its own and the award itself, an unforgettable night filled with glitz and glamour for anyone privileged to attend.
What do you aim to achieve with the awards in the near future?
The most sought after awards of African origin, the most rewarding in terms of fulfillment and satisfaction.
