Nigeria: Entertainers advised to embrace ICT to move sector forward

Some stakeholders in the entertainment industry on Wednesday advised  entertainers to  experiment  and embrace emerging trends  and opportunities in Information and Communication Technology (ICT)  to move the sector forward.

They said this during the 2018 Nigerian Entertainment Conference with the theme: “Understanding Emerging Markets, Trends and opportunities”.

They said that tools used in the 19th and 20th centuries could not be used to combat problems of the 21st century.

They said experimenting with ICT tools  on ways movies were shut, sold, marketed and more would move the industry forward.

They said that without experimenting with what were currently trending, innovations would not be discovered.

They said this was one of the reasons why the industry was suffering from setbacks when compared with entertainment industries in the developed countries.

Jason Njoku, the Chief Executive Officer of Irokotv, said that in trying to solve problems peculiar with the industry, key players in the sector would have to embark on constant experiments.

He said that in 2010, the internet and television were trending but now Instagram and twitter are in vogue due to some people’s experiments.

According to him, such experiments will be important for the growth of the industry to pace up with those of the developed countries.

“Be experimental, ask your own questions and find your own answers.

“Most of your experiments will fail and die but that is expected, things are tough, you just need to be tougher to achieve results.

“When you are experimenting, people don’t understand but you need to develop high level of tolerance against failure,” he said.

Lasisi Elenu, a comedian, said that the new media age had given the needed hope because artistes would not have to be signed into record labels before being recognised.

He said that their artistic talents in music, acting, painting, comedy and all could be showcased on the social media like Instagram and twitter.

According to him, most Nigerians were scared of committing their resources into the industry because they felt they would not make any gains at the end of the venture.

“I personally groomed my career as a comedian on the social media and I believe some up-and-coming artists can do likewise.

“As an up-and-coming musician, you don’t need to sign on by a record label before you can be known so think outside the box and be experimental.

“This is applicable to other artistes,” he said.

Popular musician, Oladapo Oyebanji, said that there was huge need for capacity building generally in the entertainment industry for emerging artistes to understand the dynamics of the industry.

Muyiwa Faulkner, from the banking sector said that most Nigerian investors did not know how lucrative the entertainment industry was so, they would not consider investing in it.

He, however, called for a yearly review of the Nigerian entertainment industry programmes to provide a comprehensive analysis of the industry for investors to understand how productive and lucrative it could be.

“I expect that we should have a body that will do a comprehensive analysis of the industry for investors to understand how productive and lucrative the industry is.

“We need investors who will move the industry forward,” he said.

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