Nollywood Actors’ Roles in Nigerian Popular Music Videos as a Platform for the Promotion of Nigeria’s Cultural Heritage
Peter Ogheneghwanre ODOGBOR
Department of Theatre Arts and Mass Communication
University of Benin, Benin City, Nigeria
Arugha Aboyowa OGISI, PhD
Department of Music
Delta State University, Abraka
Delta State, Nigeria
Cameo appearances by Nollywood actors in Nigerian popular music videos are becoming a more regular phenomenon. Flavour’s “Ada,” PSquare’s “Personally,” and KCee’s “Pullover” are some of the music videos that have featured notable Nollywood actors. In the music videos, the roles of the actors include mainly ‘singing’, acting and dancing. What benefits may accrue from this collaboration with regards to the promotion and propagation of the indigenous Nigerian cultures manifest in the music videos? To what extent might the roles played by the actors function to integrate the audio-visual components of the music videos? How effective are the actors’ roles in imbuing the actions in the music videos with some degree of ‘lifelikeness’? Do the roles played possess the capacity to set the tone for the music video the audience is about to see and hear, and sustain and/or heighten its effect on the viewer-listener? Against the backdrop established above, this paper adopts the cultural studies paradigm as the basis for undertaking content analyses of select Nigerian popular music videos that showcase Nollywood actors. The paper amplifies the need for performers in film, dance, drama and music in the Nigerian entertainment industry to engage in exchange of ideas and competences through training partnership platforms that emphasise the projection of Nigerian artistic heritage with a global attractiveness.
Peter Ogheneghwanre ODOGBOR teaches at the Department of Theatre Arts and Mass Communication, University of Benin, Benin City, Nigeria. He holds a Bachelor’s degree in Music, an MA in Theatre Arts, and an MA in Music. He has published a number of journal articles, and chapters in books. Currently, he is studying for his PhD degree in Music at the Delta State University, Abraka, Nigeria. The focus of his doctoral research is Nigerian popular music video production.
Arugha Aboyowa OGISI had his bachelor’s degree in music from the University of Nigeria, Nsukka, Nigeria, MA and PhD degrees in music from the prestigious University of Ibadan, Nigeria. He teaches at the Department of Music, Delta State University, Abraka, Nigeria. He is a versatile and prolific academic. He has authored several scholarly articles in journals and books. His areas of interest are performance, music pedagogy, and composition. He is the current Editor of Dance Journal of Nigeria of the Association of Dance Scholars and Practitioners of Nigeria (ADSPON).