LUCRATIVE NATURE OF STAND-UP COMEDY IN NIGERIA

Comedy is regarded as one of the best sources of amusement, laughter and joy in the world. Foreign stand-up comedians like Kevin Hart, Jamie Fox, Chris Rock, the late Robin Williams, Jerry Seinfeld, and George Carlin, amongst others, are extremely famous across the world and can be said to be among some of the richest entertainers also. Stand-up comedy has become a source of livelihood for several Nigerians. Even those who are really not that funny have managed to carve a niche for themselves. ADERIBIGBE TOLULOPE, writes.

In every entertainment line presently, the business angles are now put into serious consideration by performers of the act. In Nigeria, endorsements, acting roles and even political roles are offered to stand-up comedians due to their popularity and the fact they are regarded as a channel of happiness to the sad, sorrowed or depressed.

Some of the untalented stand-up comedians that venture into comedy still try due to the fact that they believe comedy is now lucrative, they tap into it then fall out of it because they fail. Even those with high educational qualification dump their certificate base on the fact stand-up comedy is now a legitimate way of making cool millions and at the same time having fun. While some seem not to be too gifted with the unique act of satire or making an expectant crowd happy and satisfied with humorous jokes, others on the other hand are born with this gift and find it very easy to make any crowd laugh with the slightest attempt given to them.

Lots of comedians now charge their fans heavily to watch and listen to them perform. For instance A.Y LIVE: Happiness Edition of April 24, 2014, the tickets were on sale for N6,000 (Regular), N25,000 (VIP), N500, 000/N1,000,000 (Table for 10). That is how lucrative stand-up comedy has come to be in recent times, and the crowd recorded at such events are always overwhelming the price of the tickets notwithstanding as Nigerians, Caucasians and our brothers in the diaspora never miss the opportunity of hanging out with their loved ones for a good time over a round of hilarious jokes and theatrical satire acts performed by these stand-up comedians.

Before the present financial and social boom of stand-up comedy in the entertainment industry, classic Nigerian drama comedy series, such as Baba Sala, masquerade, the popular Mazi Mperempe programme on Radio Nigeria and old Anambra State Television, Enugu, in the 70s, 80s and early 90s were the only source of contemporary stand-up comedy. Worthy of note is the 30-minute programme on Radio Nigeria in Pidgin which featured Mazi Mperempe dishing out numerous rib cracking jokes, always starting with his popular slogan “Oluo n’onume…… onye agbana oso…!” meaning “the time for action has arrived….. Nobody should run away…!”

Stand-up comedy was left unexploited till a certain revolutionist in the mould of Alleuia Atunyota Akporobomeriere, alias Ali Baba came into the picture.

 Ali Baba

Ali Baba came to the scene after acquiring a degree in Religious/Philosophy Studies from the then Bendel State University now Ambrose Alli University, Ekpoma in 1990.

He relocated to Lagos having discovered his comic talent and humorous side in his third Year in University. He had planned to return to Ekpoma to read Law but that was not to be, since he discovered he could make more money from making people laugh than from defending them. Though he had little experience having performed in his first show in 1988, at the pavilion of the then Bendel State University, Ekpoma, Ali Baba knew exactly how to go about it. By 1998, Ali registered a company, Ali Baba Hiccupurathird. That year he erected three bill boards at strategic locations in Lagos: Ozumba Mbadiwe Street, Victoria Island; Marina; and Osborn road, Ikoyi, paying as much as N140, 000 for each billboard per year. The billboard carried a simple but heartfelt message: “Ali Baba- Being funny is Serious Business” and that signalled the evolution of stand-up comedy business-wise.

Ali Baba had featured on Friday Night Live, a popular Charly Boy Show and Night Train with Bisi Olatilo on the Network services of the Nigerian Television Authority (NTA). These made him a popular figure with viewers. Guinness decided to take him along on a nationwide tour for the launch of Satzenbrau beer in Nigeria. His contract with Guinness fetched him N1.5 million, his first million gotten from stand-up comedy at that time. In one of his interviews, he recalled that “the appreciation level of stand-up comedy then was very low because a comedian was always the last on the list of events and the first to go if the event planner decides to cut cost.” It is an undisputed fact that Ali Baba gave stand-up comedy the face it is putting on today and has remained a dominant force in the industry, maintaining his status as the “King of stand up comedy” being the first comedian to be paid well in the country, driving a heavy monster truck, with personalised plates, “Ali Baba 1” and a Dodge Ram, registered as “Ali Baba 2” amongst others.

However, evolution of stand-up comedy to a lucrative business in Nigeria would not be well expatiated without giving credit to Opa Williams, for the development of modern stand-up comedy. Opa Williams, a native of Aradehe in Isoko North local govt of Delta State, had produced movies like Tears for love, Onome, Sergeant Okoro and Mama between 1993 and 1998. He conceptualised “Night of a Thousand Laughs” a public event first held on Sunday, October 1, 1995, at the University of Lagos, Akoka- Lagos. The event was a success theatrically but a massive failure in terms of financial returns, still that did not stop him and he came back with a follow up in 1996, this time with some partners and still encountered some financial recession but he persisted and after much perseverance and repackaging with new sponsors, Opa Williams made Nigerians realise that they had to pay to laugh, he made comedians realise that they can wear designers suits to perform as professionals and he taught comedians that stand-up comedy can be held in high profile venues with high profile personalities attracted to the event with high fees.

In other words Opa Williams gave comedy the “corporate and serious” face it is wearing today. He pioneered comedy into a business venture creating a vibrant comedy industry setting up a “laugh clinic” for the depressed, seeking to laugh or couples, family and individuals seeking to laugh as a form of entertainment or amusement. “Night of a Thousand Laugh” as we know today created the platform for many of the old stand-up comedians such as Late Sam Loko Efe, Okey Bakassi, Late Mohammed Danjuma, late Sammy Needle and Late Junior to showcase their talent. Also worthy of note is the fact that most of the new generation comedians such as Klint de Drunk, Emeka Smith, Buchi, lepacious Bose, Basket Mouth, Julius Agwu, I go Die, I Go Save, Holly Mallam, Elenu, Princess, Gandoki, Gordons, Mc Shakara and Ayodeji Makun aka A.Y amongst others were also given a chance to showcase their talent at one stage of their early career thus creating a sort of academy for fresh, raw, and natural talents that have grown to be a global phenomenon in the global stand-up comedy industry.

 Julius Agwu

He can be referred to as one of the most successful entertainers in Nigeria today. His talent has afforded him the opportunity to stand before the kings and princes of this world. His success story chronicles the rise of a child born without a spoon let alone a silver or golden spoon! He hails from Choba in Obio /Akpor local government area of Rivers State. Julius attended Elementary State School in Choba and later went on to UPE also at Choba, while he had his secondary school education at Government Secondary School in Borokini, Port-Harcourt. However, he acquired his ‘O’ Levels at Akpor Grammar School in Ozoba where his social prowess was brought to the fore as a social prefect and president of the Dramatic, Debating and Cultural Society. Julius who passed out in flying colours, later gained admission into The University of Port-Harcourt to study Theatre Arts at the Diploma level with specialisation in acting. He then followed it up with a degree programme (BA) in Theatre Arts still at the University of Port-Harcourt. Julius was adjudged the best student in the graduating class of the year in 1997.

His combined success in the movie industry, music and comedy in Nigeria is unrivalled by any other artiste till date. He founded a genre of music in Nigeria known as “musicomedy” being the first comedian to release a comedy album in the country and this earned him different awards and nominations. Having conquered the home terrain, Julius D’ Genius Agwu has also taken stand-up comedy shows to different parts of the world like Atlanta, Maryland, London, among others. Foremost amongst his annual comedy shows are; Crack Ya Ribs and Laff for Christ Sake. Considering that he hasn’t reached the peak of his career, Julius is working on various projects for the very near future including a television show.

Bright Okpocha

Popularly known as Basketmouth, he is rated to be the second richest comedian in the country today after Ali Baba. This assertion may likely be borne out of his numerous national and international endorsement deals which include Globacom and Virgin Atlantic. Some even rank him as Nigeria’s biggest comedy brand as he has been breaking into international mainstream comedy shows, earning thousands of dollars. For instance, he has been voted second Best Comedian in Africa by MNET’s Studio 53 Extra. He has recently performed series of comedy shows in major cities in the United States of America, London, South Africa. Earlier, in 1988, he was to be paid N10,000 to perform at a send forth event until Tony Tetuila put in a word for him and his fee was raised to N30,000. All that as it is often said are history as the Abia State born multi-millionaire comedian rakes in over N80 million from his ‘African Kings of Comedy’, ‘Lord of the Ribs’ and ‘Basket mouth Uncensored’ shows. Not to forget other millions takings from endorsements with Glo, Kia, Dana Air amongst others.

Ayo Richard Makun

Also known as AY, he is another successful show host who is skilled in his art. The Delta State-born stand-up comedian had been into showbiz for several years before he met with his mentor, Ali Baba in 2005. The Theatre Arts graduate of the Delta State University, Abraka, gained fame through impersonating Rev. Chris Okotie of Household of God Church, Lagos, in his hilarious jokes and by 2006, AY was named the Best Up-coming Comedian in Nigeria. For instance in 2007, the second edition of A.Y Live, “Lagos Invasion” had to be staged on two different days as it attracted a recovered crowd. Lagos audience was held spell bound by the number of turn ups he had for that event and two years later, Abuja experienced a replica of the scenario in Lagos when he held A.Y Live; “Abuja Invasion”. He drives a luxury Range Rover Sport, among other fleet of cars to his name and Like his mentor, Ali Baba, AY has huge investments in real estate, event management, Fashion outlets, and hospitality.

The multiple award- winning stand-up comedian in collaboration with Sun International, operators of the Federal Palace Hotel and Casino, teamed up to put up the AY Comedy Club dubbed as, The AY’s Open Mic Comedy Club. The show is a monthly comedy and variety show that entertains a distinct audience of high class. Also, through his monthly AY’s Open Mic Challenge that holds every third Sunday at The National Theatre, Lagos. AY can be regarded as the ‘father’ of many up-coming and established acts. The show has discovered the likes of Seyi Law, Elenu, Emeka Smith, MC Shakara and a host of others.

I Go Die

Francis Agoda aka I Go Die, is also a force to be reckoned with in the industry as events and record shows that stand-up comedy is sure a lucrative business. When Comedian I go Die first came into the comedy scene, his long neck and hungry look made people laugh at him whilst he told his jokes. In fact, he looked like a joker trying to earn a living and was nicknamed ‘tolotolo’neck. Today, the joke is on those who laughed at him because he is rolling in big bucks. Few years ago, he splashed a whooping N21 million on two luxury automobiles to add to his posh wonders-on-wheels. He was on a two months Europe tour few years ago, performing in France, Holland, Germany, Spain and Belgium.

The Delta State-born humour merchant acquired N14 million worth White-Diamond Cadillac Escalade Hybrid 2012 Model (Platinum Edition) and a Range Rover Evogue. Sources close to the comedian said, he owns real estate investments, including propertuies in Delta and Lagos. He acquired a N30 million white and ash with red interior Rolls Royce Phantom.

Aside from these, I Go Die has investments running into several millions of naira, something he never dreamed of as a child who grew up lacking the basic things in life. The rib-cracker who has been enjoying the best of time with his comedy in and out of the country, no doubt, is one of the best acts in the industry.

It is no longer news that stand-up comedy, once regarded as a waste of time and associated with unserious and uneducated people is now big business, transforming its practitioners into hard currency millionaires with sold outs events, shows and endorsement deals raking in from every corner.