Nathaniel Bassey’s Hallelujah challenge
In just a little over two weeks, the hallelujah challenge has grown from a live attendance of 3000 to over 160, 000. Its more of an escalation really, given the fact that it was nothing this time last month. To me this show ranks as one of the biggest and most attended online concerts ever organized in the world.
The hallelujah challenge is no doubt a popular trend stater. It is something we need to talk about.
This online show throws a bright light on our ability to unite for a common cause. This time around it leverages on our love to pray and feel close to the ultimate being. But it’s more than just that, here are four things that come to mind when we talk about the hallelujah challenge.
#1. Nathaniel Bassey is a genius
Church goers like me know his hit “Onise Iyanu” from praise worship in Sunday service. But we never expected something of this magnitude from such a lesser known artiste. This is a feat you’d expect a Wizkid or a Davido to pull off but he did it, and effortlessly too. However I think he himself is probably as surprised as the rest of us. On a normal day he probably wouldn’t be able to get an interview with CNN, but now he can.
Its not just luck, its a carefully planned move. Nigeria has a large religious crowd with an enormous social power. However I’ll deal with the strategic reasons for its viral success in another article.
Nathaniel Bassey is riding this hype and he’s using it to cement his place in the annals of the Nigerian industry. Not only does this bring him more fans, its social effect brings him influence. And for an artiste in such a revered niche, he’s going to thrive from here on.
#2. Nigerians are one people
The turn out of over a hundred thousand people online tells you something; the ethnic prejudice is artificial. For one hour there is no division or sectionalism. Nigerians gather together to worship God, the same way we gather to watch the national team. And it is lovely to have us seek a common goal, no matter jow futile. The hallelujah challenge couldn’t have been timed any better. This online meet up is a reminder of how great we are together. For me its not really a revival, I do not believe that singing can cause any real change in the attitudes of Nigerians. But its an idea that unifies us, it has about the same nationalistic effect as the NYSC program.
#3. There will be more online concerts
After this beautifully planned one, there is going to be more online stageups. Nathaniel Bassey has shown us the power of streaming and artistes with strong fan bases are going to leverage. If a humble guy like Nathaniel Bassey can do it, then folks with high approvals like a Mr Eazy or an Efe can also pull it off. We have ignored the power if naija social media for too long, now is the time to harvest. A person like Banky W has built a great public image outside music, he already has a great story going with his Adesua. So why not?,
All an artiste needs is the right strategy to invoke a social demand for the product.
#4. Is this the beginning of the end of traditional TV shows?
Before the notice board, there were town criers. But even the notice board had to go when Instants broadcast messaging came on. There is always that new innovative idea that cripples the already existing process framework. I believe that live streaming is one of them, and its here to take out regular prepaid TV given the ever reducing price of data. A network like Glo gives you 3 gigabytes for N1000.
Monalisa Chinda, Teju Baby Face and even Miyonse all have TV shows now. But will you tune in to watch? You could just follow a more interesting live feed airing at the same time. So what does this mean? It means there is a need for TV shows to redesign their broadcast structure to meet the demands of the growing mobile user population. Its here folks!
OG Adoga is a music culture enthusiast and a lover of pragmatism. He is the chief writer at Hiphophead.com.ng