The Nigerian creative economy has grown steadily throughout the years, with experts estimating a $100 billion revenue by 2030. From Nollywood to music and the arts, the creative economy has created over four million jobs for creatives around the world.
Various sub-sectors of the entertainment industry have continued to thrive, with Nigeria’s reality TV series, particularly Big Brother Naija, contributing significantly to the rise since its return in 2017.
With a projected production cost of more than N18 billion throughout four seasons between 2019 and 2023, BBNaija’s contributions to the industry continue to rise, employing over 2,000 creatives year after year during the three months the program airs.
Every year, a large number of young Nigerians audition for what is unquestionably Africa’s most popular reality television show.
Showcasing their talent and stating the truth while using their life skills to live with individuals of many nationalities, backgrounds, and societal values.
During this time, over 30 million people voted to keep their favorites in the house for a chance to win the big prize, which may change the course of their careers in the creative space, while also engaging passionately with content from various platforms and businesses during the duration of the program.
From content creators like Glory Elijah, who has over 300,000 subscribers on YouTube, to analysing housemates and show activities, to online platforms like Netng, which have an audience reach of over 20 million across their social media platforms and seek exclusive BBNaija content, BBNaija’s impact in Africa’s TV sphere is unrivalled.
For the housemates, BBNaija has become a platform for building social capital, with many becoming social media celebrities and others launching successful careers in various industries. Year after year, housemates’ follower numbers and interaction climb by more than 500%, and these trends continue into the BBNaija No Loose Guard season.
BBNaija is arguably the best program in Africa in terms of advantages to contestants, content creators, and show stakeholders.
To put things in perspective, since his appearance on the first season of the show, Ebuka Obi-Uchendu has gone on to become a household figure in the entertainment world by effectively branding himself as the most glamorous presenter to grace Nigerian television.
Every year, we see Ebuka collaborate with contemporary designers such as Mai Atafo and Ugo Monye to produce ensembles that frequently alter the course of male fashion for the following year; his influence is unmistakable.
In seven years, he has established himself in the broadcasting world while also building a name for himself as the presenter of the previous eight seasons of Big Brother Naija.
Then there’s Bisola Aiyeola, who as a housemate on BBNaija See Gobbe shown that she was a huge bundle of potential with a lot to offer the entertainment industry. Since her appearance on the show, she has established herself as one of Nigeria’s most prominent stars, appearing in blockbusters such as Sugar Rush, Bling Lagosians, This Lady Called Life, Flawsome, and others.
Her acting abilities have gained her numerous honors, including the AMVCA Trailblazer Award, which she won at the 2018 Africa Magic Viewers’ Choice Awards, making her the first BBNaija ex-housemate to do so. As a multidimensional artist, she has successfully created films such as Introducing the Kujus while also becoming the first African media figure to anchor Family Feud, a TV reality show produced by MTN and Ultima.
Tobi Bakre, an ex-BBNaija Housemate, has been dubbed the new King of Thriller due to his success in Nollywood. In three years, he has been in high-grossing box office blockbusters like as Brotherhood and Gangs of Lagos, as well as TV series such as Africa Magic’s ‘Slum King,’ where his performance as Maje demonstrated that he is here to stay. His acting skills earned him the Africa Magic Viewers’ Choice Award for Best Actor in a Drama, Movie, or TV Series in 2023.
The success tales are plentiful. Contestants such as Miracle Igbokwe have won and gone on to establish their place in the professional realm, while talents like as Elozonam, Laycon, Saga Adeolu, and Mercy Eke have used the popularity they gained on the show to advance their careers in the creative field.
BBNaija has consistently demonstrated its influence.
Dr. Busola Tejumola stated at last year’s BBNaija All Stars prize ceremony that BBNaija has been a certified investment story, creating new prospects for housemates, sponsors, partners, and viewers.
“Over 2,000 people who work on the project have been impacted for the past eight years. “It is a certified investment story, one that we will continue to invest in across our various productions at Africa Magic and MultiChoice,” she said.
Regardless of personal bias, BBNaija is a platform that acts as a launchpad for talent while also contributing greatly to Nigeria’s creative economy.
Small businesses, creatives, talent, and content providers all gain from the show, either directly or indirectly. This is why brands like Pepsi, Guinness, and Lush Hair return as sponsors season after season.
The No Loose Guard season offers N65 million in cash and an SUV worth N50 million, a prize that would change the course of the winner’s life.
