From RHOL to BBN: The Cultural Influence of Nigerian Music on Reality TV

Re-Introducing Unique Oliver

Today’s newsletter is from Unique Oliver, a Lagos-based Music Supervisor who has worked at Mavin, Digital Music Commerce and Exchange (DMCE) and now running points on music licensing for Film, Games, and New Media at Spring Sound Music.

In January, Unique contributed this piece on being music supervisor on the Netflix release, Adire and how it feeds millennial nostalgia with the Fadabasi classic "Abasi mi Ayaya".

Following his contribution as Music Supervisor in the newly-aired Amazon Prime original, Ebuka Turns Up Africa; Unique argues for proper engagement of Music Supervisors in reality TV from ideation through post-production and marketing.

2008 till Date

For Nigerian TV reality and competition shows, the fusion of music and entertainment defies conventional boundaries. From the striking legacy of MTN Project Fame West Africa from its debut season in 2008 to Big Brother Naija weekend parties synced to our screen and the soul-stirring performances on The Voice Nigeria and Nigerian Idol, the synergy between music and television continues to engage audiences across all walks.

With recent additions like Trophy Extra Special Band Show, The Real Housewives of Lagos and the engaging Ebuka Turns Up Africa on Prime Video, streaming exclusively on Prime Video, the list is endless.

Reality TV B.T.S

Among the many wonders of these shows lies the ambiguous process of music selection and rights clearance, a topic that sparks curiosity among both industry insiders and audiences alike. Whether it's the meticulous curation of contestant and judge preferences or the strategic pre-clearance of songs to navigate complex publishing structures, the role of the Music Supervisor emerges as pivotal in shaping the sonic landscape of these programs. Amidst challenges such as restricted usage clauses and unforeseen restrictions, the expertise of the Music Supervisor becomes indispensable, ensuring smooth project management from inception to post-production.

The most frequent questions asked about music in these shows include:

1. How is the music selected?

2. Do they clear the rights of these songs?

In competition shows, there are cases where contestants and judges submit lists of songs they wish to perform or be performed, and the Music Supervisor assists in selecting and clearing them. Alternatively, the Music Supervisor may offer a selection of pre-cleared songs for consideration, which is often the preferred option due to the complexities of the Music Publishing landscape.

Typically, music publishers for Nigerian tracks are not easily accessible for fast clearance, while sub-publishers for non-Nigerian tracks may also pose clearance challenges. However, advancements in technology have streamlined this process compared to what it must have been a decade ago. Pre-cleared songs give flexibility within the show's timeline and help the team avoid tracks that may be difficult to clear due to various restrictions such as budget constraints, title disputes, or issues related to the deceased author's estate.

In some cases, approved songs may come with specific conditions. For instance, rights holders might request that the song should not be performed as a medley, or they may prohibit changes to the lyrics. In Christian competition shows, for example, there may be restrictions on converting secular songs to Christian ones. There are instances where contestants, coaches, or judges are unaware of these conditions due to the absence of a Music Supervisor, which can negatively impact the show's reputation.

In such situations, the Music Supervisor's role expands to encompass full project management responsibilities, from the development stage to post-production and marketing in events where the clips from the shows will be used for promotional campaigns. This allows for the early identification of songs that may not be suitable, particularly when dealing with instances of strong emotional attachment to specific tracks, making replacement challenging as a result of Temp-Love (a situation where a director, contestant, judge, or any stakeholder is so in love with a song that replacing it will be so difficult).

Given that most competition shows involve new recordings, it's important to note that the publisher side of the business is where the action mostly takes place, despite the common misconception that artists and labels can be directly contacted and the music is readily available and cleared. Music is categorized into two parts:

1. Composition (Publishing)

2. Sound Recording

Establishing a consistent relationship with the publisher side of the music business is crucial, particularly in cases where music clearance extends beyond a single episode or season and is required for the duration of the show's lifespan.

The payment arrangement varies based on the music chosen and the licensing organization involved. In some cases, fees are determined by the total duration of the selected tracks, while in others, music may be provided Sui Gratis, with the condition that a cue sheet is generated. This allows for the subsequent payment of performance royalties by the broadcasting organization through the Performance Rights Organization.

Furthermore, the intricacies of music licensing reveal a refined realm where relationships with publishers prove paramount. Contrary to common belief, the journey from song selection to performance involves intricate negotiations with the publishing side of the industry, emphasizing the need for sustained collaboration and understanding. As explained in the previous paragraph; Payment structures, too, vary, from calculated fees based on track duration to arrangements where cue sheets pave the way for future performance royalties, underscoring the importance of clear communication and fair compensation within the ecosystem.

As we delve deeper into the symbiotic relationship between music and television, it becomes evident that beyond entertainment, these shows serve as platforms for cultural exchange, artistic expression, and economic empowerment. Through the harmonious fusion of music and visual storytelling, Nigerian TV reality and competition shows not only entertain but also inspire, unite, and celebrate the rich embodiment of talent and creativity within the nation.