Why are music talent shows recycling people?

First off, the above question can be asked of many sectors in Nigeria. Politics is the most visible where the same people have largely been running things, some as far back as the 60s This is one of the reasons we still have so many of those often referred to as “government pikins” (children of welfare, for lack of a better interpretation). It wouldn’t be so bad if these government pikins were also competent. Anyhow, recycling of people in music talent shows is fast proving to be on the rise, and this isn’t the first time I’ve noticed or written about how some contestants of music talent show move from show to show.

However, I’m just now noticing that the resource persons for these shows themselves appear now to be as mobile. For instance, Ik Osakioduwa who hosted the first two editions of The Voice Nigeria now hosts Nigerian Idol. Darey who’s now a coach on The Voice Nigeria was the host of Access The Stars. T.Y Mix who was a judge for many years on Project Fame, and Kaffy who was also part of Project Fame were on Access The Stars. Although I didn’t realise that singer Seyi Shay appears to have also discovered a talent for judging. She is currently a judge on Nigerian Idol and was a judge on Access The Stars. Speaking of which, one of the reasons I didn’t know about Seyi Shay’s stint on Access The Stars is because I had no idea at all of the show. I don’t know where my focus was or why I wasn’t paying sufficient attention but Access The Stars started in October 2019 and ended in April 2020. Well, we all know what happened during the first quarter of 2020, so let’s put the blame on COVID-19, shall we?

On a more serious note, it was only after running into information online about Access The Stars that I discovered what’s prompted today’s write-up. I saw that the winner of the first edition of Access The Stars was someone named Charles Akinloye who looked very familiar. This person looked a lot like a contestant on The Voice Nigeria 2021 named Loven. My curiosity was soon rewarded, and I felt good knowing that I wasn’t seeing double. Access The Stars’ winner Charles Akinloye is the same person as The Voice Nigeria’s Loven-he actually goes by Charles Loven Akinloye although I don’t recall seeing Charles when he first appeared in the Blind Auditions. For what it’s worth, he appears to be favouring Loven at the moment. And while writing this, I discovered again that another contestant on The Voice Nigeria 2021, Okiemute “Kitay” Okotete, was a runner-up on Access The Stars. Kitay was also a runner-up in the 2016 edition of Project Fame. He released his first single “Calm Down” in 2017. I have to wonder what Kitay is searching for by contesting on his third music reality show. Even if it isn’t clear what prizes if any, he won on Access The Stars, Project Fame still remains a huge platform. Stars like Iyanya, Chidinma, Praiz, Niniola, and others came to the national and international limelight through Project Fame.

To the more puzzling question of Loven, why would someone who won a music talent show, put all that aside, barely one year later to feature in another show? In the aftermath of his victory, journalists went to town with stories of him winning a huge N150 million. In actual fact, the much-hyped prize money is the sum total of actual cash prize money and other gifts including a brand-new car, a recording contract, etc. Could Loven have run out of money so quickly? Or did (Access Bank and Star Lager/Nigerian Breweries) sponsors of Access The Stars fail to fulfill their obligations? Not that this hasn’t happened before. After Timi Dakolo won Idols West Africa sometime in 2007, there were stories that the sponsors didn’t fulfill their promises. It took a few years before Timi managed to keep at his music before he was able to release his debut album. “Beautiful Noise” in 2011. I can only imagine that he must’ve been frustrated especially when first runner-up Omawumi, who appeared to be on the up and up, released her album before Timi. Darey, then known as Dare Art-Alade had a similar so similar. Which makes me think that one of the reasons people are now constantly seeking ‘breakthroughs’ perhaps more than before, might be all down to talent. While Timi Dakolo’s talent is rock solid, and his choice of music was also clear, the same cannot be said of Kitay or Loven. What happened to the music they released? How well did it do? At this rate, we may soon have a truckload of successful professional contestants.

Mind you, it’s not contesting in multiple music talent shows that I’m griping about. Off the top of my head, I recall Chike contesting in Project Fame before taking part in the first edition of The Voice Nigeria in 2016. It’s also possible he may have been on other shows. But once he finished as the first runner up to A’rese, he moved on to other things. He first landed a recurring role in MNET TV drama series Battleground in 2017, as Muyiwa Bhadmus. As did Nonso Bassey, another contestant on The Voice 2016. Incidentally, the winner A’rese also turned to act when she featured in Jemeji as youth corper Senami. Chike looks to be fully focused on his music at the moment. Last year, his debut album, ‘Boo of the booless,’ performed reasonably well and was even nominated for The Headies 2020.

So the point is not about but these musicians making a career out of contesting in multiple music talent shows. It also bears pointing out that as far as I know, there’s no law restricting contestants from applying to more than one show. Although at this moment, music talent shows may need to look into adjusting their criteria.

Music talent shows are supposed to create stars, the newer the faces, the better from a viewer’s point of view. However, we are currently having more people who have become perennial contestants. At the rate we are going now, a judge may end up judging the same contestant across several platforms. For example, when Kitay was on Project Fame TY Mix must’ve been a judge on Project Fame. Then, a few years down the line, they meet again on Access The Stars. Imagine Darey who was host on Access The Stars acting as if he was seeing Kitay, Loven, and whoever else for the first time when he saw them on The Voice Nigeria. So much for full disclosure. In all, I think music talent shows have to do better.

Onoshe Nwabuikwu, AIRTIME columnist is a renowned TV/Film critic, and Film scholar. She also has experience in Advertising as a senior Copywriter and Corporate Communications as Communications consultant.