The result? The
evolution of a new species of celebrities, influential and trendsetting
non-hollywood types, whose appeal lies not in a notorious family name or
the allure of a leaked sex tape, but in content that's both fascinating
and relevant.
Comedian and video producer, Felix Kjellberg is one example. A few years ago, his name rang no bells outside his native Sweden.
By December 2015,
however, his "Let's Play" commentaries and vlogs on gaming channel
PewDiePie had earned him over 44 million subscribers worldwide, making
him the most subscribed user on YouTube.
PewDiePie also appeared at the
top of Forbes' October 2015 list of the richest YouTube stars with a
reported $12 million earned in 2015!
Not known for
cooling its heels while the grass grows under its feet, Nigeria has
cottoned on to the power of the YouTube "influencer". Just like the
global trend, the country has witnessed the rise of YouTube stars, with
channels courted by brands, and viewed by a steadily growing number of
loyal subscribers eager for more comedy and satire or just interested in
the back story on someone else's daily life.
10 Nigerian YouTube stars and why they have become the nation's sweethearts
Emmanuella Samuel (MarkAngelComedy)
Comedy is huge on
YouTube, but there's a young Nigerian comedienne who is taking the
platform by storm. Six year old Emmanuella is the star of
MarkAngelComedy- one of Nigeria's top-ranked YouTube users, with over
280 thousand subscribers and views regularly exceeding 3 million. Each
MarkAngel video features Emmanuella doing or saying something utterly
outrageous, just like every child her age.
Her witty comebacks
have put the MarkAngel team's skits firmly on the map, but her
surprising acting talent, which includes her arsenal of interesting
facial expressions, is the cherry on the cake. When the script calls for
a straight face, for example, Emmanuella puts up one like a poker
player and when it's time for a frown, Charles Dickens' Scrooge has got
nothing on the youngster.
Toke Makinwa (Toke Moments)
YouTube users with a strong point of view are making a big splash in the
country. On-air personality and co-presenter of The Morning Drive on
Rhythm 93.7fm, Toke Makinwa is one of a handful of TV/radio presenters
who have successfully crossed over to YouTube stardom. It's no holds
barred with Toke as she dishes on relationship issues, love drama and
celebrity chit chat on her channel, TokeMoments. Her no-nonsense
approach, razor edged tongue and willingness to go where angels fear to
tread have made her a firm favourite with her over 32 thousand
subscribers.
Akah Nnani (AkahBants)
Another rising satirist in Nigeria's galaxy of YouTube channels is TV
presenter Akah Nnani. Formerly a co-presenter of Entertainment Splash on
TV Continental, Akah's eponymous channel "Akah's Bants" is famous for
videos of his comments on social issues and uncanny impersonations. "I
shall be Buff"- Nnani's take on the mannerisms of a popular pastor
garnered over 12,000 views.
Yemisi Odusanya
Celebrity blogger, Sisi Yemmie also gives her 23 thousand subscribers a
front seat view of her life as a wife, mother and Lagos resident. Her
honest, unvarnished videos and commentary on her experiences as a new
mother have endeared her to thousands of Nigerians.
Osagie Alonge (Pulse TV)
Osagie Alonge ( Facts only ) on Pulse TV is one of Nigeria's top
purveyors of gist online. Unlike Toke however, he only spills the beans
on what's going on behind the scenes in Nigeria's entertainment
industry. His hard- hitting, blunt and provocative take on the issues
within the Nigerian entertainment industry have made Pulse TV the go to
channel for objective reviews of events and issues in the industry.
Adanna Ohakim Steinacker (AdannaDavid)
The rise of reality TV has apparently spilled over to YouTube, even in
Nigeria. Perhaps it stems from our desire to know what the lives of
other people are like, or just a need to infuse a little more drama into
boring daily routines. Whatever the case, channels such as AdannaDavid
which follows the life of the bi-racial Dublin couple, have over 150
thousand subscribers, with the video on their wedding receiving over a
million views.
Ikenna Azuike (What's Up Africa)
Flying the green-white-green with pride, is Nigerian-British lawyer,
Ikenna Azuike's satirical, pop-culture channel "What's up Africa", with
its quirky, hilarious videos offering a unique take on Africa and
Africans. Tapping into our love for comedy and deep appreciation of
irony, Ikenna explores everything from explosive elections, to the ban
on bleaching creams with irreverence and a delightful disregard for
convention. With more than 16 thousand subscribers and average video
views of over 10,000, What's up Africa's remarkable success has taken it
mainstream, earning the programme a weekly slot on BBC's Focus on
Africa.
Patricia Bright
Beauty is in the eye of whomever is looking, but with everyone becoming
more image-conscious, demand has never been higher for beauty and style
tricks, tips and hacks. What better place to get a quick, free lesson
than a YouTube video? Fashion and beauty channel, Patricia Bright, (over
876,000 subscribers) offers all that and more, with a massive dose of
charm.
Chidinma Umeh (ThatIgboChic)
Over 2 million people have sought beauty advice from Dimma Ummeh through
her tutorials on ThatIgboChick . It's a one stop shop everything
skincare, hair and makeup.
Kunle Idowu ( Frank Donga)
Frank Donga,
otherwise known by his real name, Kunle Idowu, rose to fame on GTBank's
Ndani TV, starring in the online comedy series The Interview. When
NdaniTV brought out the series about the hilarious job seeking
character, it was a runaway hit. Frank Donga was nominated in the 2016
Africa Magic Viewer's Choice Awards.
So what is it about
Nigeria's YouTube stars that has caught the heart of a country. It's
simple actually, whether in comedy or satire, fashion, beauty or
reality, their protagonists are non-pretentious, never shy to express
personal opinions, and always connect to the heart of Naija. For real.
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