ALEX OKOSI QUESTIONSHow did you find yourself as the Senior Vice President of the music phenomenon called MTV?
I worked very hard to graduate at the top of my class across both of my majors and gained great work experience from a variety of internship opportunities while in University. This enabled me to secure my first full time job an MTV in New York. While at MTV in the US, I was able to create a lot of value within the two divisions that I spent time in and consequently received the opportunity to pitch to our Senior Management team my business plan for MTV Africa. Once my plan was approved after a lot of hard work, the rest you can say is the history we are making everyday.
What do you have to say as regards the notion from some quarter that the Nigerian music industry is enjoying preferential treatment from MAMA because you are from the country?
The MAMA nominees are selected by a Pan-African Academy of music experts from more than 30 countries. The viewers then get to vote for their favourite across all the categories. I have no influence on who wins. The reality is that Nigerian music and videos are making waves across the continent which is the reason why a significant portion of the winners have been Nigerian.
Though it was a landmark achievement, many will still argue that the first MAMA in Abuja was not without its hiccups; what would you say to that?
Yes we had hiccups with the first MAMA in Abuja, but it was a tremendous television show which demonstrated to the world that you can hold a great TV event in Nigeria. The MAMA last year in Kenya still has the country abuzz as it was flawless and spectacular. This year we have another opportunity to showcase what Nigeria can be done in Nigeria, and I believe it will be “The MAMA” to date.
With the 2010 edition, what are the plans in place to get it right as much as possible, better than the first especially now that it’s returning back to Nigeria?
We have the same team that produces the best MTV events around the world including the MTV Europe Music Awards to produce this year’s show. We have much better logistics partners on the ground and we also have the experience to mitigate any challenges that arise.
I learnt you are a traditional chief…tell me about it; how it came about…
As a person who is proud of the culture that I come from, it was something that I always wanted to do so when my father planned for me and all my brothers to become Chiefs, it was something that was natural. My grandfather and uncle were both Obi of Onitsha at different times so tradition is important in my family.
What should the public expect at the forthcoming MAMA 2010?
A sizzling spectacle of a show, with stunning live performances from inspirational pan-African artists that are sure to rock the crowd, MTV style.
What do you think will make this one unique from the one held in Kenya last year; any special attraction.
We try and reinvent the show every year and this year’s line-up will be very different from last year. I can’t reveal too much but the Naija spirit will definitely be felt through the show.
What’s your overview of last year’s edition of the MAMA?
Everything really came together in a powerful way, venue, fans and the audience played their part plus we had a brilliant host in Wyclef Jean. It was a magical night – one I will never forget.
Why have you chosen to bring MAMA back to Nigeria?
Nigeria is a very important market for MTV and our partner and MAMA sponsor, Airtel. We also wanted the world to see a different side of Lagos – a city that I believe is probably the most vibrant in Africa.. Once we found the perfect venue, the EKO EXPO Hall it became our number 1 choice.
What are the challenges of hosting MAMA, generally?
It's a show that is broadcast to a potential audience of more that 1 billion people. This means that it has to be a world class show with that showcases the best of what Africa has to offer. The show is incredibly complex in that it encompasses the best MTV productions crew from all over the world, staging that only competes with itself and logistics to manage more that 500 people that are part of the production in one way or the other. Given that we are MTV, we cannot make any of the mistakes that anyone else can get away with, which is the beauty and the challenge.
I learnt you’ve also introduced new categories, tell us more about it?
We’ve introduced, the Best Lusophone, Francophone and Anglophone categories and also introduced a Best International category so we also recognize that our audiences like their regional and international music.
Before MTV base in 2004, how long have you been trying to bring MTV to Africa.
MTV base launched in Africa in 2005 and I had been working on the project since 2003. MTV had often had a goal of launching an African channel but I was fortunate to convince the business that 2005 was the right time and blessed to have an exceptional team of people who worked very hard to make it happen.
What part of your job do you enjoy the most?
Contributing to a re-imagined Africa, as we deliver first class content to our viewers and showcase to the world an Africa that is beautiful, vibrant and inspirational.
When exactly did you join MTV?
I joined in June 1998.
What makes MAMA unique?
The passion and the excitement of the artists who participate in it, combined with world class staging and creative vision. I get so excited about the collaborations as well because they really signify the magic that we can create as a united Africa.
Could you expatiate more on MAMA partnership with Bharti Airtel; tell us some things we should know?
We have partnered with Bharti Airtel (formerly Zain) on the MAMA for three years now and we are very happy to be working with them again. They are very committed to the youth and music scene and as such, they are the perfect partners for this project. Their support for the MAMA throughout Africa will allow us to take MAMA 2010 to the next level, engaging music fans across the continent.
Any words for Nigerian artistes?
Nigerian music is becoming so popular globally. It is important that they keep their focus on creating even better music and videos and don’t get caught up in the stereotypical lifestyles that can derail them.
What are your reservations about the Nigerian music industry?
I don’t have any reservations. I think Nigerian music industry is set to get even bigger and better.
What other plans do you have for the Nigerian music industry?
We plan to continue supporting Nigerian music and artists on all our media platforms. The major influence we can have is to enable the artists to find bigger audiences within and outside Nigeria. We want to focus on creating more live music events and a dynamic digital medial offering that support the artist to complement our linear TV windows.
What are the criteria for nominations?
To be nominated, artists need to have submitted their music video for airplay on MTV or MTV base between 30th June 09 and 31st August 2010. This is with the exception of the MAMA Legend Award, which is chosen directly by MTV.
Tell me about your growing up?
I grew up in Nigeria until I was 12, then I moved to the USA to live with my brothers. After high school, I won a basketball scholarship to University where I majored in Business and Economics. The values I learned growing up in Nigeria served me well as a teenager in the US because while I assimilated, I remained a Nigerian in my core and never strayed to much.
I’m aware that apart from MTV and MTV base, you also supervise Nickelodeon and VH1, how what’s your time management secret?
I don’t believe that I have a time management secret. I put in a lot of hours in the day doing what I do because I love it. But I would say the secret to my achievements is that I have a passionate and capable team of people who remain standing until the job is done.
You are from Onitsha, how often you go there and when was the last time you travelled down there.
I get to Onitsha at least 7 times a year. I was there most recently there in October.
When you are not working, what do you do to relax?
I enjoy playing with my son or going to the Spa. What are the top ten songs on your Nigeria music play list right now?
I’m loving the following:- Dipp’s - ‘Pop Off Selecta Dangerous’ Eldee - ‘Ota Mi’ Kingslow & Limo - ‘Ogogoro’ DJ Neptune FT M.I, NAETO C, Da Grin - ‘123 remix’ Choco Boys - ‘Nobody test me’ R2Bees FT Wande Coal -‘Kiss your hand’ Chuddy K and Mo’Cheddah -‘Shampoo’ Jesse Jags - ‘Jago’ 2Face - ‘Only me’ D’Banj - ‘Mr endowed’
Do you speak your native language?
Yes I do fluently.
What’s your favourite Nigerian food?
I love Egusi soup so my mother has it ready every time I come home.
What’s your definition of style?
Effortless elegance.
Favourite Designer?
My favourite designer is Paul Smith
Favourite Movie of all time? Scarface - Pacino demonstrated incredible acting range in the movie and many underlying lessons can be learned from the plot.
