In the past three years, Nigerian skit maker and comedian, Samuel Perry Animashaun, popularly known as Broda Shaggi has featured over 30 Nollywood actors and actresses in his skits.
Veteran stars like Kanayo O. Kanayo, Jide Kosoko, Shaffy Bello, Kate Henshaw, and Kehinde Bankole, as well as younger actors like Kunle Remi, Jemima Osunde, Tobi Bakare, and Bimbo Ademoye have made appearances.
Broda Shaggi is part of a growing list of Nigerian skit makers who are now tapping into Nollywood for features in their skits and digital content across social media platforms. Other skit makers doing this include Adebowale Adedayo (Mr Macaroni), Emmanuel Ekekwu (Sabinus), Adesokan Adedeji Emmanuel (Shanks Comics), and Olayiwola Isaac (Layi Wasabi).
The Nigerian skit industry is currently valued at ₦50 billion ($31 million), making it the third-largest entertainment sector in the country. At the heart of this budding sector is a strategic relationship with Nigeria’s film industry.
A symbiotic relationship
According to Nollywood actor Daniel Etim Effiong, the integration of Nollywood actors into the world of skits is an attempt to stay relevant in this digital-first era.
“Because of the changes in technology, there’s been a modification in consumer behaviour. A lot of people are consuming short-form mobile content, which includes these skits. Every time I’ve collaborated, I get exposed to a new audience in a new sector. People who consume skits now tend to know me because I’ve been in those contents, and this in turn is building my brand,” he says.
Getting featured is also a form of creative expression for these actors/actresses, helping them break free from being typecast.
There’s also the growing influence of social media that every celebrity wants to tap into. Beyond the glam and fame of TV and cinema screens, online fans are becoming more relevant these days.
While most of these actors have grassroots numbers, skit makers tend to appeal more to the online audience.
Appearing in these skits has helped veteran actors who may have faded from mainstream consciousness find renewed relevance, allowing them to reconnect with a younger and digitally savvy audience.
“People rented CDs to watch movies in the past, but now it’s all digital and online. People are more active on their phones than on TV. And a lot of these people love these Nollywood characters, so seeing them on their phones makes it easy to connect with them.” Broda Shaggi tells Techpoint Africa.
Nigerian filmmakers often cast actors based on their social media followings to derisk their investments and guarantee ticket sales or streaming numbers. Similarly, skit makers use actors to boost the reach of their content.
“These actors bring their brands. That’s the whole essence of working with them; it’s a way for me to reach their audience. Some of their followers haven’t come across my works, so working with them allows me to tap into their own audience,” Broda Shaggi explains.
While this collaboration allows most actors to connect with a new, younger audience, for skit-makers, it adds a layer of professionalism and credibility to their content.
“You’re asked to collaborate because you can actually act, and they want to tap into your audience as an actor. You have a target audience bigger than theirs, the cinema audience, streamers, YouTube consumers, and so they want to reach that audience,” Etim-Effiong says.
For many Nigerians, veterans like Jim Iyke, Patience Ozorkwo (Mama G), and Sola Sobowale represent the golden age of iconic characters, dramatic storytelling, and cultural experience. Seeing these figures reappear in skits facilitates fond remembrance.
Olufemi Oguntamu says, “One of the reasons why these actors are featured is to bring back old faces, especially the legends. There’s the nostalgic feel that they give when you bring them into your content.”
Their presence in these skits is like paying homage but also tapping a pre-existing emotional connection with their audience. There’s a fresh view enhanced by the cinematic legacy and talent of these Nollywood stars. It blends old icons with new-age comedy.
“People used to love these characters. Also, featuring them is also a way to support them. Just like with the late Mr Ibu, featuring him was much more of intentionally supporting him in the best way he could,” Oguntamu says.
The economics of Nollywood-skit collaborations
Several factors determine how much an actor/actress is paid for their appearance in a skit/content. Their fan base plays a huge role in determining how much they can charge.
Broda Shaggi reveals that he has paid between ₦200,000 and ₦2 million, depending on their draw.
“The thing is, there are actors who have more loyal fans, so when I feature them, I expect a lot more in return, money-wise. Some actors are popular but have few loyal fans; in that case, sometimes it’s a loss for me,” Shaggi explains.
While there is a monetary gain, most actors engage in this collaboration for the growth of their brands and increased relevance, rather than for the amount they are paid to appear on set for these skits.
“I don’t necessarily charge, but I’ve gotten paid as an honorarium. Sometimes, it’s not about the money; my brand is growing, and my value is in the growth of my brand,” Daniel Etim Effiong says.
A trending actor/actress will also get more features, as these skit makers would leverage the momentary rave to boost their content scale.
Going forward
The collaboration between Nollywood stars and skit makers may be part of an evolving fixture in Nigeria’s creative industry. Going forward, the industry is likely to see more of these collaborations, with a primary focus on digital-first monetisation.
Skit makers like Mr Macaroni, Broda Shaggi, and Lasisi Elenu are already being cast in major Nollywood films.
Even top filmmakers like Funke Akindele promote their films by collaborating with some of these creators on content. This shows a collaborative stream for both industries.
Skit-making may have started as quick laughs, but its integration with Nollywood is poised to grow the creative industry.