Ahead of the primaries and the 2015 general elections, renowned brand consultant - Nature Udoh of Nature Udoh & The Gand and Head of House, Ndito Boys and Girls Organisation speaks on his ambition as deputy governor, Ndito Edidia Nso Campaign, plus others issues bothering youths and the Akwa Ibom creative/entertainment industry. He bares it all to THE INK Entertainment Editor, Prince Simeon in this interview.
Recently your face has been on almost every media platform concerning your intention to run for the office of Deputy Governor in the forth coming 2015 general elections. Normally, one is picked as a running mate, but you are the record breaker of being the first person to declare for that position, plus a clamour from the youths. Why the choice of politics, even with a successful career as a Brand consultant?
First of all thank you for this rare privilege by the Ink Newspaper. In this part of the world, journalism has been bastardized that’s why I’m always very careful when granting interviews. Politics to many people means different things; they tell you politics is a dirty game, it’s for liars, for those who are corrupt. I bet to differ, there’s nothing wrong with their opinion. Algore, a onetime vice-president of America said “bad leaders are being elected by good citizens that refuse to vote or allow themselves to be voted for. Most of this people don’t want to get involved in the electoral process and they end up allowing bad leaders to take the seat. At the end of the day series and series of complaint is what we have about the economy and other aspects of life. I don’t want to be part of the complaining lots because I feel the youths have been relegated to the background, there’s a big vacuum between the youths and the elders. I have also come to the realization that the youths are well positioned and ready to take up leadership positions and responsibilities. The youths are ripe to change the economy, change thought patterns and perspectives…that is why I want to get involved in the electoral process and of course, politics is the only way to change things you are not comfortable with.
By God’s grace your dream to become the deputy governor is actualized, what things would you assist your number1 man, that is the governor come May 2015 achieve?
Before I answer that question, I’d like to talk about my aspiration! If you look at the publicity material; billboards, social media, posters you’ll see it comes with the header “Ndito Edidia Nso” before the deputy governorship thing. It is a 2-in-1 project. The #Ndito Edidia Nso is very simple, it is just an agitation. That word doesn’t literarily mean “what are we going to eat?”, but it is what will be in store for the youths in another round of 8years. We are talking about education, employment, entrepreneurial development, industrialization, sports development. I’m talking about things that can take the youth from where they are now to the next level. So the question for those seeking public office is; what are you going to do for the youths, what are the programmes, what projects do you have planned, what policies will you put in place for young people to get to the next level. That is why we brought up the agitation and the best way to do that is for inclusion in government, not as Personal Assistants or S.A’s but as decision makers – National Assembly members, Deputy governor, senators, local government chairman, board chairmen. We are only asking for 20%, that’s the reason for the “Ndito Edidia Nso” campaign.
For my aspiration, I want to be the deputy governor of Akwa Ibom State. I know I am qualified academically, sound in mind and successful in my business and so I see myself as the mist preferred candidate. Now if the elders have taken the position of the governor, there should be a balance. The women requested for 35% affirmative action and it was given to them. Our youths don’t have anything. So we request for 20% inclusion, give us the slot of the deputy governor. If I get there, I know how the youths feel, I know what they want. I have been on ground for long in Akwa Ibom state; I have been on the street to know what they want. As the deputy governor of Akwa Ibom state, I’ll be that bridge, fill in that emptiness that has been around for so many years so that the youths can communicate, they’ll be heard. I will assist my governor come 2015 to develop projects, policies that will affect these young lives positives and they leave the level in which they are now to that dream place of theirs. We must start now to prepare ourselves ahead of more tasking roles so that in due time we’ll take over and the elders will nod to our yearnings. We are heading towards a paradigm shift!
So far, so good, how has the response been regarding your aspiration?
I never expected it to be a walk through the park. When I got this inspiration to come up with a project and to tell the whole world that I am qualified to be the deputy governor of Akwa Ibom state and I should be anointed. The youths have also spoken, they choose me as their representative and they make 70% of the electorate. They can’t be wrong about their choice, knowing and seeing something in me that I carry which they can depend on. There have been remarks from several quarters that I’m not serious; some say I should be taken for mental examination because no one has ever come out publicly to say he/she wants to be the deputy governor. My response to such people is that ‘every great idea or invention started as a bad idea. Everything big today started as a bad thought. And I’m proud to be the first to come and say I want to be deputy governor, I am canvassing other youths and elders for this position. The disheartening thing is seeing other young people being against the project and I challenge them to it to seek for this office because there are a thousand and one youths out there who are equally qualified for it. There’s no point discrediting anyone who aspires, but we should come together and support those who have taken the bold step. Look at Tony Akan who’s going for Senate, I was very impressed when I saw his publicity material, Mista Xto who’s going for federal house to mention but a few. We need to encourage them! The message must be taken to our elders, our parents that this is our time. All we are just asking for is 20% and not everything. So far there has been a lot of support from the young people around here and elders who are ready to give this a try, which keeps me more optimistic than ever before knowing that something good will come out of it.
Talking about youth empowerment, what is the Ndito boys and Girls organization about?
Ndito Boys and Girls Organization is a socio-political group for youth empowerment, wealth creation and agitation for youth inclusion in governance. It operates just like any socio-political group anywhere.
Taking a look the creative and entertainment industry in Akwa Ibom, how has it fared in the last 7years?
First of all I must sincerely commend the big players in the industry. Before now there was little or nothing about entertainment in Akwa Ibom state. A few of our people in the industry those days did not have big names here though they played on big stages nationally and broad, but most recently we have had names ringing bells on the national level and back home. This has happened in the last 10years. The people in Lagos, Abuja, Port-Harcourt who started before us doesn’t mean they are better than us. We have grown and also have challenges which are not only peculiar to Akwa Ibom, its everywhere. One thing I want to point out is that the people here are focused on competition instead of collaborations. In the 21st century brands and companies are generating synergies to bring out the best which doesn’t exist down here. If our young people go into partnerships and collaborations, ways they can complement each other’s weaknesses, they will succeed and go far. On the whole I give it to them; they are bringing out good songs, great indigenous movies. I foresee an Akwa Ibom where we’ll have state events with 80% local content, I see our artiste playing on the national stage and even internationally that is why someone like Nature Udoh should be given the deputy governorship slot because I know what we are missing as entertainment has not been taken seriously.
If our entertainment industry is taken seriously, no one will talk about unemployment; we have good music artiste, good actors/actresses, photographers, hit-making producers, world-class cinematographers. If they can put food on their table, then thousands too can be feed as well. We should be looking at state of the art standard studios, film village, film festival which will bring people from outside the state and even beyond the shores of the country. There’s nothing wrong in our having Annual music conventions, Ibom film festival, and they’ll know that every year the destination is Akwa Ibom state. We are aware of the South African Jazz festival and Italy, the Music Convention in Jamaica. So we must create something for us like that, it is possible.
What will you attribute to this level of success we have seen so far in the industry?
Before I answer that question, I need to let you know that’s there’s a big gap between the artiste and the society at large. Our society doesn’t believe in these people, preferring to go to the ones outside than the home-grown ones. They want to go for local shows organized this acts, but without paying to enter. With all these challenges, these young chaps have packaged themselves well, achieving what they have done so far, I think we need to clap for them because this as a result of their rugged and dogged determination. You know I used to organize events and musical shows, they keep coming even when you point out certain things to them to improve on. They always come back with something better even on little or no resources. Akwa Ibom talents are ready to perfect their acts and this is the kind of spirit we need to encourage. If we introduce projects, programmes, certain policies or more resources, they will get to greater heights.
Would you also agree like some people in certain quarters that government has impacted in the change seen in the entertainment industry?
I will hurrily agree to that though there are a couple of things the government needs to do, the most important thing is that they have provided the enabling environment for these talents to grow. If not, those who are making waves today wouldn’t excel be where they are now. You can have all the money, but when the environment isn’t right, you can’t thrive. So I give it to the government of the day, his Excellency Obong (Barr) Godswill Akpabio for giving the players in the industry an enabling environment thus far. Though there’s still more to be done; a film village for movie shoots, standard studios for music production which will bring more people into the state, else our own people will keep going outside and that is capital flight. That too would be recorded as uncommon transformation. Also, grants have to be given to the artiste if only they come under one body to access it. It will go along to boost their career in the areas of branding, packaging, promotions and even tours.
So are you saying that being given the opportunity to be the next deputy government of Akwa Ibom state, you will take sole responsibility of developing the Creative/Entertainment industry.
Yes, that right!
What would you say about those who are not in the creative/entertainment industry and are still face with the problem of unemployment?
Unemployment is about the individual who is faced with it. The reason is simple: In an African society like ours, we so much believe in white-collar jobs and these jobs are not there. Government can’t provide all the jobs and by the time we have the mentality of being self-employed, it will go a long way in curbing this issue. We believe once we are done with school, we will work in a bank or an oil company. They are lots of stuffs to be done, look at agriculture which has been long abandoned and people think it’s something to be done only by the elderly in the villages. When government wants to give grants, you’ll find more elderly ones than the young farmers. See the ibo’s, they are up and doing; shoemakers, bakers, tailors name them who are millionaires. It doesn’t take much to get hooked somewhere, learn skills, start up something and the burden of job creation will be off the shoulders of government. Unemployment starts with you and I when we believe we can get ourselves employed and even employ others. I so much believe in self-employment!
Let’s talk Akwa Ibom as a place. People are saying the state is now a destination, considering our almost non-existent tourism sector. Do you agree with that statement?
Few years ago, Akwa Ibom was just a pedestrian state and today it’s a different ball game. I am proud to say that today Akwa Ibom is among the most visited state in this part of the region; we have all seen the uncommon transformation. It’s there…Nnan mi ike(only the blind can’t see). People are having annual general meetings, events down here and the population is growing showing that things are happening. Before now we never used to have traffic jams, there were lesser car and more people. People migrate to places that have something to offer and Akwa Ibom has that is why they are coming in. the uncommon transformation is working and I have been transformed. I wasn’t like these years ago! Laughs
Making reference to migration and transformation, the entertainment industry is facing some form exodus by a few young talents who feel dissatisfied with the state as far as their career is concerned, low patronage and there’s nothing to offer. What is your take on that?
There’s nothing wrong with their decision, but let me quickly ask; what have they done to change the situation? You stay in Akwa Ibom and nothing is happening, you keep complaining at the end of the day you bow out. Why don’t they act? Remember the popular saying; “think not what your country cando for, but think what you can do for your country”. Have they for once gathered themselves before their exiting to find out what can we do to change it? All we do is complaining! Insanity is doing the same thing every time and expecting a different result. The only way we can have a different result is doing things different. They don’t need to leave, but join the agitation “Ndito Edidia Nso?” to change the system. Let’s join hands with a man that understands the situation and has presented himself to effect this change we clamour for.
In the past years, there’s been a yearning for industrialization by the people of the state. Do you think that is what is needed or something else has to be in place before industries?
I am strongly against that! In the 21st century, governments don’t build industries. If you look at a few corporation and companies owned by government, they are being sold out, NITEL, ALSCON, NEPA, name them because government is not supposed to be in the business of building industries. That’s the truth! That is why 99percent of industries build by government will collapse. Their duty is to provide the enabling environment, soft landing for private investors. Once security, airports, seaports are provided investors will come. Loads of companies are seeking for communities to setup shop. Government should setup a body to market Akwa Ibom to the world to come and invest. It should be tagged” “Come visit and invest”. All that was ever built by government are dead!
What drives you in your career – Branding, Entertainment?
Asides from passion for the work, my motivation is failure. I just realize that every time I fail, I come out better because I get myself up and improve on my mistakes. I have seen lots of failures in my life and I don’t allow them to keep me down, but to bring out the best in me. Passion for my work makes me to see as play instead because it’s fun.
Considering your age and level of experience, why still get involved with people much younger than you and entertainment related stuffs?
In the constitution, I’m still within the age bracket for youths. I’m passionate about youth related activities, entertainment, events, branding. I feel at home when I’m around them. I can never be tired of it even when I grow out of that age bracket, I’ll still behave like a young chap because I enjoy it.
Last words!
To those who want to be at the herm of affairs come 2015, we want them to give us 20% inclusion in governance, give us the enabling environment to thrive. Let them listen to us…”Ndito Edidia Nso?”. Again, let Akwa Ibom people stay united despite their different interest. It is sad that friends, colleagues, brothers don’t talk to each other because they belong to different political camps. It is not suppose to so nor a do or die affair and we should the winner takes it all style. we are one people, one destiny, on heritage!
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