By Nkasiobi Oluikpe Correspondent, Lagos
Etisalat sponsored Nigeria’s biggest music reality show, Nigerian Idol Season 4 is adding a new twist to the show with the emergence of three new all-star panel of judges. This, according to the organisers is to make the show more interesting.
The judges are Afrobeat singer – Dede Mabiaku, Nigerian-German singer and songwriter, Nneka Egbuna and Soul singer/songwriter, Darey Art-Alade.
The show, which is attracting growing viewership by the day, is presently being aired across television stations nationwide.
Recounting why Etisalat has been committed to the sponsorship of the show right from the onset, Enitan Denloye, strategist, brands and marketing director noted that the brand has the passion for development and empowerment of the youth.
“The brand’s success really started out in the youth market segment. When Etisalat entered the market in 2005, the youth market was the fastest-growing market at the time and the most underdeveloped as well, so the team made the choice in targeting the youth market.
Shakeel Akram, Marketing Manager of PepsciCo International, co-sponsor of Nigerian Idol, in his speech indicated that the idea of bringing in this new set of judges for the show is because of their believe and trust in the charisma and wealth of experience of the new judges in the entertainment scene. The best talent, he says, will emerge to add more flavour into the Nigerian music industry.
On behalf of Optima Media Group, Rotimi Pedro who had previously promised to ensure that the standards for Season Four in terms of content, production and interactivity surpasses the previous seasons, stressed that the all-star panel reflected the passion and commitment to talent that had strongly resonated in Nigerian Idol in the last three years of its existence.
Speaking on what she hopes to add to the show, Egbuna indicated thus: Authenticity, originality and realness.
“Many people believe that if you are popular, you have to change the way you look or the way you behave because there are many people out there watching you. But it is important especially for a woman, that she does not lose the sense of being a woman when there is money in the game, when there are parties in the game, when there is alcohol, when there are drugs and men. It is easy for you to lose yourself in such circumstances.
“I am trying to hold those contestants down. It is just me, it is who I am. I like to encourage women. Besides, I know how hard it is to hold yourself. As far as I am concerned, you need God to be able to go through it all.”