A Tribe called Judah: The evil that PR do, By Maxwell Adeyemi Adeleye

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In every sector–entertainment industry inclusive–that involves visibility and profit making, the role of public relations (PR) cannot be over-emphasized. But then, with PR comes an evil side of how it can sometimes overshadow the quality of the content pushed down the throat of the public. And sometimes, clouding the sense of what great art should entail or the purpose it should serve.

In the just concluded Africa Magic Viewers’ Choice Awards (AMVCA), the movie “Breath of Life” took home the Movie of the Year award among others, beating out “A Tribe Called Judah,” which had been a box office hit, raking in over N1.2 billion (a first of its kind in the entire country).

Now, here’s the twist: despite its massive success at the box office, “A Tribe Called Judah” didn’t receive any awards at the AMVCA. Instead, “Breath of Life” swept the categories, with Wale Ojo winning the “Best Actor”, Demola Adedoyin winning the “Best Supporting Actor”, “Trailblazer Award” went to Chimezie Imo, “Best Supporting Actress” won by Genoveva Umeh. Breathe of Life went as far as clinching the award for the “Best Director”. It is a known fact that the movie “Breathe of Life” which took home six different awards didn’t have one-third of the PR “A Tribe Called Judah” had. It really makes one think about the power of PR and marketing, right?

This isn’t just about movies either; PR plagues even the music industry. Take Kizz Daniel, for example, he’s known for his chart topping hit after hit, yet he often struggles to get nominations or win awards, locally and internationally that match his impact.

It remains puzzling that people would consume and rate artistic content based on its PR and not artistic value. The big question here is: does popularity always equal quality? In the case of “A Tribe Called Judah,” it seems that even though it was a massive hit with audiences, it didn’t get the same industry recognition as “Breath of Life,” which had extremely lesser PR backing. The just concluded AMVCA portrayed to entertainers that quality artworks of entertainment would forever remain a priority in getting recognition in the entertainment industry.

So, what’s the takeaway from all this? While PR definitely is important in boosting visibility and commercial success, we shouldn’t overlook the essence of true artistry. Great content should resonate with audiences authentically and leave a lasting impact, beyond just promotional strategies and award ceremonies.

In the end, as consumers of entertainment, it’s important to have discerning taste—to appreciate content that genuinely connects with us, regardless of the hype generated by PR campaigns or box office numbers. Accolades should be given where it is deserved and consumers of entertainment should stand for true works of art. After all, isn’t that what makes art truly meaningful?

Maxwell Adeyemi Adeleye, a Communication-for-development & Public Relations Expert, sent this article from London, United. He can be reached via maxwelladeleye@gmail.com.

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