By Israel
Bolaji-Gbadamosi
One of the key
metrics that well defines a truly 21st century brand beyond profit making is
its ability to connect with customers and stakeholders as a complete enabler,
touching on vital aspects of their lives, creating exciting memories and
enabling them to access more enjoyable and convenient lifestyle, in shopping,
studying, working, traveling, family living, entertainment and aspirations.
Its ability to
also give back to the community through tangible corporate social investment
programs that significantly translate to improved living and not just mere
formality and publicity stunts is also pertinent.
First Bank of
Nigeria Limited (FirstBank) is giving a good account of itself in this regard
not only as a truly financial powerhouse but also as a life enabler, helping
Nigerians live better and achieve their dreams.
In retrospect,
banking, decades ago, was essentially about providing financial services and
products to merely aid customers’ financial transactions. However, the smart
ones are indeed changing the game. Not only is the envelope being pushed to
ensure that the unbanked are banked through financial inclusion offers even to
the remotest villages, FirstBank has taken banking to another level. Backed by
superior technology firepower and capacity, it is assisting not only adults but
also Nigerian youths to live better and fulfil their dreams.
The Nigerian
nation and the most populous black nation of the world indeed has a youths
bulge as observed by many experts with a growing army of young and vibrant
people below 25 years of age constituting over 60% of its 200million
population! While an unrelenting rate of unemployment, weak economy, soaring
inflation and despair appear to dominate the national mentality, many youths
are finding solace in entertainment, breaking the ceiling with their creative
ingenuity, shunning out award winning hits and in fact making global headlines
in music and other entertainment offshoots like movies, comedy skits and
contemporary dance.
Nigeria’s 29
year old singer, Damini Ogulu popularly called Burna Boy in March shocked the
world winning the world’s most coveted Grammy Award in the Best World Music category
during the 63rd annual edition in Los Angeles Atlanta while another 30 year old
Nigerian artiste, Ayo Balogun aka Wizkid was also a co-winner in the Best Music
Video category for Beyonce’s Brown Skin Girl. These young Nigerian global music
icons were raised and honed their skills in the suburbs of Nigeria through home
grown competitions and platforms.
Music reality
shows have also unveiled and nurtured music and entertainment talents like Timi
Dakolo, Iyanya, Praise, Omawumi and other A-list musicians in Nigeria. This is
why FirstBank’s intervention and sponsorship of a music and youths talents
harnessing platform like The Voice Nigeria is strategic and instructive, and
quite capable of helping to harness and nurture music and entertainment talents
into celebrated musicians, make global stars of Nigerian youths, and truly help
them achieve their dreams. Obviously, Firstbank has been a prominent force
visibly empowering talents and the nation, and without the much-needed
lifeline, many young talents would be taking to crime or other vices.
For over 127
years, the premier bank has been at the forefront of nation building;
supporting through resourceful partnerships to build the Nigerian creative
industry value chain which contributed 2.3 per cent (N239 billion) to Nigeria’s
GDP in 2016 (NBS).
The bank’s
support for the Voice Nigeria is also a demonstration of its commitment to
contributing to the projected revenue of US$86m by 2021 from the Nigeria’s
music industry aimed at promoting a diversified economy in line with the
Federal Government’s diversification policy.
The bank
assured that it has given voice to Nigerians for the past 127 years, and will
continue to give voice to Nigerians by creating employment, economic
empowerment in the country through its products, services and initiatives and
it remains committed to strengthening the creative industry which is fast
growing into a multibillion-dollar business, with potential to be a leading
contributor to Nigeria’s GDP in the near future.
In fact,
FirstBank has the network; reach and digital capability to enable the Voice.
With its agent banking network across the nooks and crannies in country, it is
helping in the search for the talent that will become a true inspiration to
all.
True to the
name, the Voice Nigeria has lived up to its promise, as it offers exciting and
relaxing entertainment to families, music lovers, and other entertainment
loving Nigerians who look forward to fresh seasons and episode of the
well-crafted music program.
Now in its
season 3, the Reality TV show has been a masterpiece in the last six episodes
of the current season as viewers are serenaded by several awesome performances
and display of raw talents on the show’s blind auditions which ended on
Saturday, May 1. The episode ended with raging emotions, exhilarating
sensations and blistering anticipation as the four judges – Falz The Bad Guy,
Waje, Yemi Alade and Dare Art Alade had one final opportunity to forge their
winning team.
So far, the
coaches, hosts, producers and amazing talents have been a great delight to
watch. They have been awesome with their good-natured banters, hilarious drama,
top-notch fashion, electrifying opening performances, talent courting
speeches, and chair turning and bell thumping spectacle. The optics is exciting!
The expectation on the show has been so intense; you could cut with a butter
knife. The coaches’ approach at winning talents over to their team has been fun
and a fine blend.
There were no
holds barred, as the judges were very warm, animated, upbeat, inspiring and
full of energy. They were definitely not a team of avuncular examiners waiting
to pass judgments. They brought much gusto and effect to the big stage! While
Falz threw up his magical comic card severally, Dare maintained the cool dude posture
while Yemi and Waje both brought on the alluring feminine appeal with Waje
sometimes speaking in Igbo to convince a talent. In all, they fared well, each
getting a fair share of talents to mentor and their combination depicted a
perfect combo.
The talents on
their part have not disappointed viewers. They came in different shades across
both genders, with varying voice textures, mix and pitches – smooth, silky,
velvet, shrill, husky, coarse or simply rough. And to the best of their
abilities, they did justice to many songs, including some classic tunes and old
hits. The creative fusion of multiple genres of music by some smart talents who
beautifully delivered unique blend of music made good impressions which won the
judges hearts. The awful looks on the faces of those who the judges would
simply not behold, having failed to captivate their attention with the voice.
The uncontrollable joy of those who got the bell ring and standing ovation and
the incredible looks on their loved ones who came to show support. Not
forgetting the jazzy presence and reassurances from the co-hosts including Toke
Makinwa and Nancy Ikime which also complimented the soothing potpourri.
Interestingly,
FirstBank made some smart moves on the show, with the bold inscription of “This
is the moment you have been waiting for, Time to put You First”, clearly
displayed at the entry of the contestant for the stage performance. This
reinforces the bank’s thrust as an inspiration to motivate the talents and
youths at large to excellence. It has also promised viewers mouth-watering
prizes just by watching the show regularly and following updates on FirstBank
verified social media handles.
Now that the
Blind auditions stage has come to an end, it is game on! The next phase of the
show is the highly anticipated Knockout Stage which starts on May 8. In this
stage, the coaches will select the most outstanding talents to proceed to the
battles. In this stage, there is so much to come and fans will certainly not be
ready for all that is in store.
More than
ever, the show’s fans are hopeful that the knockout stage will even be more
entertaining but that will certainly not be a challenge with the dexterity of
the handlers so far.
With all that
has been seen so far, it is difficult to believe that this is only the
beginning; it is certain that there is so much more to come.
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