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BRAND MATTERS:Persuasive communication improves consumer response

BRAND MATTERS:Persuasive communication improves consumer response

Persuasive
communication plays a key role in forming and shaping consumers’
behaviour. It involves the conscious attempt to modify consumers’
thoughts and actions to achieve a desired objective. The consumers
become the ultimate focus in the communication process as they are
expected to effect a change in their decision, attitude, or belief.
These involve adopting several tactics to gain the high ground in the
consumers mind.

Communication
through persuasion has one singular goal, and that is to significantly
influence consumers’ behaviour. It also aims at forming a desired
response from the consumers. For any communication to be persuasive,
the role of influence cannot be underestimated.

The communication
process and the media should wield a lot of influence on consumers. For
instance, some messages on the electronic media tend to have enormous
influence on the people because of its heterogeneous reach. When
powerful messages are delivered, they achieve the desired effect as the
influence stays longer because the medium drives home the message the
more. It ultimately moves the listener to action.

While writing this
piece, the ‘Pay Your Tax’ message of the Lagos State government was
being aired on TV, and the key message is not only to pay tax but that
Lagos only becomes beautiful when everyone pay tax. That communication
campaign persuades everyone to pay tax to develop the state and also
because credible citizens like Emeka Anyaoku and others were honoured
for paying tax regularly. The honour and recognition that come with
such would definitely influence an attitudinal change in others to pay
their taxes.

That is the role of
persuasive communication as it influences the thought pattern and
belief system of the audience to take a decision spontaneously.
Persuasive communication alters the psychological reasoning of the
consumers to take action or follow a new path of belief. Persuasion,
influence, and motivation are closely linked because when there is
persuasion, influence takes place through motivation. The key strategy
in persuasion is determining the purpose. The purpose of the
communication should be stated in specific terms such as, what should
the consumer do? How should the consumer think? All these involve
getting the consumers to believe and act in a particular way.

It is also
important to analyse the audience in order to predict their anticipated
response to persuasive communication. The audience may need to be
further stratified into smaller groups for the intended persuasive
communication to achieve its objective. The role of appeal through
reasoning and emotion cannot be ruled out in persuasive communication.
For instance, when you pay tax, there will be provision of
infrastructural facilities and basic amenities of life. When
interpreted further, you tell an average Lagosian “Crime can increase
when government cannot provide for the police.” The import of this
message is that “armed robbers will visit your neighbourhood”. With the
persuasive message, there will definitely be a change in the
behavioural disposition and belief system of the audience. The effect
of that course of action is to start paying tax and in the end, the
objective of the communication is achieved.

Language is important too

Language also plays
a dominant role in the persuasive communication model. The response of
consumers to any message depends largely on the ability to motivate
them, and this is the role language plays. The emotion of the consumers
can be stimulated through the compelling use of language. Communication
arouses emotion and evokes feelings when language is utilised. This
strikes a chord in the hearts of the consumers or the audience. The
Zain network ‘Joli’ TV commercial employed the use of language to
influence the audience through the various language adaptations across
the ethnic groupings in Nigeria. The communication, to a large extent,
shaped the mindset of Nigerians that they all had a part in the
network. This is the essential role of message design in the persuasive
communication. The message should be apt and inspiring to move the
audience into action.

The Etisalat
campaign is also another communication that stimulated consumers’
emotion with the ‘Now you’re Talking’ campaign. The adoption of native
language in the communication goes a long way in influencing the
thoughts and attitude of Nigerians. The strategy adopted focuses on the
consumers and it is aimed at influencing them to believe that it is
only “Now that you’re talking.”

The campaign
reflects the different shades of the Nigerian people and this
influences the choice of the network by many consumers. The line
reservation at inception was clearly aimed at making Nigerians see the
need to switch base to the network. The present ‘SOLO’ TV commercial is
one that will persuade any consumer to attempt to hook on to Etisalat.
This underscores the role of the persuasive communication model as it
takes advantage of the values, beliefs, and attitudes of the audience.
This explains why consumers respond the more to many messages that
align with their beliefs and values.

The selling
proposition in the persuasive communication is “Me Selling Proposition”
(MSP). This is because it is a renewed focus on the consumer. The
consumer identifies the message and he believes he owns the brand that
aligns with his aspirations and belief. A brand that is sensitive to a
consumer’s beliefs and aspirations can effectively influence him/her
through the communication process.

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Bank guards in police custody for alleged theft

Bank guards in police custody for alleged theft

Three
private guards attached to the United Bank of Africa UBA, Ogba branch,
in Lagos, are being quizzed by the police after a backpack belonging to
a customer disappeared from the bank’s lockers.

The
customer, identified only as Mr. Bello, had reportedly placed his
backpack containing a brand new HP laptop and the sum of N100,000, with
other belongings in the locker provided by the bank before entering the
banking hall. Shortly after his transaction in the bank, he came out
and found that the locker in which he kept his bag had been opened but
the bag containing his laptop, cash, and other belongings had been
removed.

Shocked beyond words

“I
kept the bag containing the laptop and the money with my phone charger
inside the locker the bank provided. I locked it with the padlock the
bank also provided and went inside the banking hall to pay in a cheque.
I did not spend more than 15 minutes but by the time I came out, the
locker I kept my belongings was opened.

“I
could not believe my eyes because my bag and other belongings were not
there. I raised an alarm and called the attention of the chief security
officer of the bank, because he was standing outside the banking hall
when I passed him and other security men. The amazing thing is that I
was still holding the key of the locker I kept my bag in. It was not as
if they destroyed the padlock; they just succeeded in opening the
padlock and they took my bag, despite the fact that they have security
men and mobile policemen protecting the bank. A customer said he saw a
man opening the locker and walking away with my bag, but the UBA
security was not vigilant,” Mr. Bello said.

The case was reported to the Area “G” police command on August 30, 2010.

NEXT
gathered that the police invited three of the security guards from the
Technocrime private security company to explain their role in the
disappearance of the bag.

They
are Mohammed Audu, Edwin Umohe, and Moses Ogala. A transaction officer
of the bank, Mr. Hammid, and the branch manager, Mr. O. Fidelis were
also invited by the police in connection with the stolen bag.

Denials

Mr. Umohe, who is the chief security officer of the bank, denied the allegations.

“I
do not know anything about this stealing. When the customer came in, I
did not see him. I got a call that there was a situation inside the
banking hall and I went to attend to it. By the time I came back, I
heard that the locker has been opened, so I do not know anything,” Mr.
Umohe said.

NEXT
further gathered that the arresting officers on Wednesday stormed the
houses of both Mr. Umohe and Mr. Audu and conducted a diligent search
at their apartments at Agege. The officers declined to speak to the
press on the issue.

When contacted, the police spokesperson, Frank Mba, said he had not
been informed about the incident. Also contacted on the matter was the
spokesperson for UBA, Charles Aigbe, who said he had equally not been
briefed on the issue. “You know that there is a process, I will call
the branch to get details,” he said. Subsequent attempts made to reach
him were not successful.

In
a related case, also on the same day, a lady, Bimbo Alabi, reported a
case of stolen handbag at the First Bank branch, also at Ogba.

Mrs
Alabi went into the bank on Acme Road after leaving her handbag in the
locker, but by the time she came back, her bag had been stolen.

The Area “G” police officers are quizzing the branch manager,
identified as Mr. Alonge and two other security men in connection with
the case.

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AMAA calls for entries

AMAA calls for entries

Filmmakers across
Africa can now submit entries for the seventh edition of the African
Movie Academy Awards (AMAA), organisers have said.

A statement from
the Africa Film Academy (AFA), which organises the annual film
festival, disclosed that the 2011 awards ceremony will hold on April 9.

Interested filmmakers should submit feature, short, documentary, and animation films for the 30 categories of awards available.

Tony Anih, director
of administration of AFA, disclosed that organisers decided to invite
entries early to encourage filmmakers who are still working on their
film to finish before the deadline of December 31.

“The 2011 awards is
for films produced and released between December 2009 and December 31,
2010. Late entry will close January 7, 2011. But we have always
encouraged filmmakers to avoid the late rush by submitting their works
ahead of time,” he said.

Films to be
submitted for the awards must be a director’s cut and must not contain
adverts, stated Anih. He added that feature films must not be more than
120 minutes, while short films must be 50 minutes.

The synopsis, list
of credits, marketing stills, filmographies of the directors and
producers, 10 DVD copies, proof of right to submit, and year of
copyright must also be indicated on works to be submitted.

Filmmakers in the Diaspora are also not left out as AFA has
announced the Best Africa Film in the Diaspora and the Best Diaspora
Short Film Awards categories.

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Ebedi Residency opens today

Ebedi Residency opens today

The Ebedi Writers
Residency, the first of its kind in Nigeria, will be inaugurated today
in Iseyin, Oyo State. The town’s traditional ruler, the Aseyin of
Iseyin, Oba Abdul Ganiyu Adekunle Salau, will be on hand to open the
resort, located at the Barracks area of Iseyin.

Writers, members of
the governing board of the resort, and the public will attend the
opening ceremony, to be chaired by playwright and academic, Femi
Osofisan.

The occasion will
feature poetry renditions, cultural display and presentations by two
current residents, Abiodun Adebiyi and Lola Okusami, and students from
the community who have been tutored by the duo. There will also be an
interaction between journalists and the two residents.

Ebedi is an
initiative of writer, Wale Okediran, a former president of the
Association of Nigerian Authors (ANA). The residency aims to provide
writers with a serene and condusive environment to complete ongoing
literary works.

Writers from across
the world with uncompleted manuscripts in any genre, are welcome to
apply to enjoy the facility for a maximum duration of six weeks. The
Ebedi Resort provides accommodation for selected writers as well as
recreational activities and a modest allowance for expenses.

In return,
residents are expected to spend at least two hours a week interacting
with students of selected secondary schools in the town, to help create
a love of literature in local children.

The next session of the residency will start in October. Interested
writers can send their applications to the secretary of the governing
board, Alkasim Abdulkadir at alkasim.abdulkadir@yahoo.com or visit
www.ebediwritersresort.com for further details.

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Onyeka Onwenu canvasses for change

Onyeka Onwenu canvasses for change

Songstress, Onyeka
Onwenu, started a promotional tour of her latest album, ‘Inspiration
for Change’, on August 16, with a visit to Classic and Beats FM, Ikoyi,
Lagos.

The album, which
contains three tracks, ‘Change Song’, ‘How Wonderful’ and ‘Run Goodluck
Run’, canvases attitudinal change among Nigerians.

Onwenu reiterated
the message of the album while speaking at the commencement of the
tour, which has taken her to radio stations including Eko FM and Rhythm
in Lagos, and Kapital FM, Brilla, Aso FM, and Raypower in Abuja. She
noted, in an interaction with presenters at the two radio stations,
that Nigerians have the capacity to make the country a beautiful place
to live in.

On air personality
and one of the founders of Classic FM, Tintin, led people that
interacted with Onwenu during her visit. Some of her hit songs; ‘One
Love’, ‘Walk Right Back’, ‘Iyogogo’ and ‘African Woman’ were played at
the session. Hosting the singer at Rhythm FM was DJ Midas.

Two tracks, ‘Kosi’
and ‘Maryam’s Peace’ were also played from her album, ‘Legend’. The
studio audience responded positively to the tracks from the latest CD,
‘Inspiration for Change.’

Ms Onwenu later
said she was very happy about the responses to her promotional tour so
far. She said of the stopovers at the two stations, “I was blown away
with what happened in the studio. We all danced to the song. It was
highlife at its best and modernised with rap and scintillating horns.”

She reiterated her
social message, encapsulated in ‘Nigeria@50’, a song she’s rendering
specially to commemorate the country’s golden jubilee.

“It seemed like all
our discussions about change in Nigeria – the need to support Nigerian
government and people in bringing about this change, all the optimism
about the greatness of Nigeria in spite of our self-inflicted wounds –
had whipped up a certain patriotism and pride in our country, Nigeria.
I am convinced that Nigerians are ready for this expected change. I am
excited,” she said.

Onwenu urged her fans and all Nigerians to be part of the wind of change.

“We are a beautiful people. We are blessed. We will change for the better, and we will make it,” she declared.

She also urged Nigerians to come on board her campaign for change by visiting her blog: www.inspirationforchangeng.com.

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Keeping memories alive

Keeping memories alive

Elo Photos will be
holding a Family Portraiture exhibition at the Palms Shopping Mall in
Lekki, Lagos, come October, as part of the country’s 50th anniversary
jubilee. The exhibition, to be titled ‘Chronicles of Anuoluwapo’, is
designed to illustrate the importance of documenting important family
memories and hopefully inspire families to request for a family
portrait.

“I realise there
was a gap to be filled in family portraiture as a lot of families don’t
document their family memories,” Oluwaseun Akisanmi, the photo artist,
told reporters at a recent press briefing on August 27.

“Sometimes, parents
get too busy that they allow important times to pass without having a
photo documentation to keep these memories alive,” he said,
highlighting one reason for the neglect of family portraiture.

The exhibition will
mostly feature pictures of the photo-artist’s two-year-old daughter,
Anuoluwapo, alongside some other poignant family pictures. Akinsanmi, a
graduate of Accountancy from Eastern Illinois University, USA, believes
having the exhibition at the shopping mall will help reach out to
prospective clients.

“I decided to take
the exhibition to The Palms because I believe the kinds of people who
visit the mall are mostly the very busy ones who don’t have much time
to have special pictures taken. It is a unique place to showcase my
works to people that will appreciate it and it will also give visiting
families the opportunity to have a family portrait taken,” he explained.

The artist

Akinsanmi began
practising professional photography in 2005, despite his father’s
preference for accountancy. However, photography has become a passion
he wasn’t ready to let go.

“I discovered that
photography is what I have passion for and ventured into it after being
encouraged in my church to live my passion rather than just be another
regular employee at some firm,” he said.

He revealed that his love for photography was sparked by a digital
camera he received from his mother during the Christmas of 1998, while
still a student in America. Acknowledging the abundance of photo
professionals in the country, Akinsanmi decided to carve a niche in a
specific area – family portraiture, with a major focus on children.

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Much more than vanity

Much more than vanity

In July some
African First Ladies met at a summit called ‘Forum of African First
Ladies against breast and cervical cancer’ in Accra, Ghana. According
to them, the reason for the summit is to draw the attention of leaders
in the region to what they described as, ‘‘the growing burden of
women’s cancers, especially cervical and breast cancer-in the world’s
poorest nations,’’

The ladies are
wives of presidents and heads of state and include – Ernestina Naatu
Mills (Ghana), Djibo Saalu Fati (Niger), Momsa Matsebula (Swaziland),
Tobeka Zuma (South Africa), Zainab Yayah Jammeh (The Gambia), Janet
Museveni (Uganda) and Thandiwe Banda (Zambia).

At the meeting
they all decried the rising wave of breast and cervical cancers among
women on the continent where studies have shown that the two diseases
are the commonest and leading causes of death among women.

In a statement at
the end of the summit they lamented, ‘‘cervical, breast and other
women’s cancers take a tremendous toll on women’s health in developing
countries. Over 80% of all cervical cancer deaths occur in developing
countries where girls and women do not have access to prevention
services such as education, vaccination and lifesaving pre-cancer
screening and early treatment. Breast cancer, once relatively unknown
in developing countries, is rising rapidly, often appearing in women 10
to 15 years earlier than in developed countries.’’

This observation
needs proper and detailed attention and one study after the other in
the last two years has endorsed this fact: It is no longer an ailment
of the West or of those accustomed to that lifestyle.

We agree with that
enlightenment on cancer issues is very poor in Africa and there is a
crying need for our health authorities to step up education on the risk
factors that predispose our women to breast and cervical cancer.
Because many do not know what they should do or how to check themselves
for signs the ailment is allowed to fester and patients only report at
hospitals at a point when the case has become terminal.

At the Ghana
summit the ladies pledged to mobilise their diplomatic and public
health leaderships to ensure women’s cancers feature prominently at
this month’s United Nations General Assembly Development Summit on the
Millennium Development Goals and at the United Nations High Level
Summit on non-communicable Diseases (NCDs) scheduled for September next
year. They also stated their plan to work with other international
agencies to help champion and focus on these challenges of bringing to
the fore the need to see cancer as a threat to the health of women and
the populace in general.

To our mind, the
important thing is not for the United Nations to discuss it at its
summit, the home front is where the real action is. By now the seven
first ladies who attended the Ghana summit have returned to their
bases. What they do with and how they push the Accra commitment forward
is what should be of concern. Too often summits are held and
declarations made are soon forgotten. This should not be.

As much as we are
wary of the use to which the office of first spouse, let us not forget
that Liberia made history by electing Ellen Johnson Sirleaf president,
has been put in some parts, our hope is that this initiative will not
be allowed to become another avenue for vainglory and little else. It
is far too serious and much too important.

It is regrettable
that some initiatives to combat cancer have been launched with fanfare
in the past and have not survived beyond the razzmatazz of the launch.
A case in point is the billions of naira that was donated to Mrs. Turai
Yar’Adua, wife of the late president, for her much hyped International
Cancer Centre, which was to be built in Abuja. As of the last count,
land had been allocated for the project and a board constituted to
oversee the running of the centre. However, shortly after the launch
Mrs. Yar’Adua’s attention was understandably diverted by her husband’s
sickness from which he never recovered.

We believe that since the money was collected from government
ministries and companies it is important for purposes of accountability
for an account to be rendered and if Mrs. Yar’Adua is no longer
interested in carrying out the project it should be handed over to
another group or agency that can. This is the only way this project can
be of benefit to the majority of Nigerians and make the Accra
declaration a reality for all.

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Untitled

Untitled

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Taking on two missions impossible

Taking on two missions impossible

President Barack
Obama is embarking on something I’ve never seen before – taking on two
Missions Impossible at the same time. That is, a simultaneous effort to
heal the two most bitter divides in the Middle East: the
Israeli-Palestinian conflict and the Shiite-Sunni conflict cantered in
Iraq. Give him his due. The guy’s got audacity. I’ll provide the hope.
But kids, don’t try this at home.

Yet, if by some
miracles the Israeli-Palestinian peace talks that opened in Washington
on Thursday do eventually produce a two-state solution, and Iraqi
Shiites and Sunnis do succeed in writing their own social contract on
how to live together, one might be able to imagine a Middle East that
breaks free from the debilitating grip of endless Arab-Israeli wars and
autocratic Arab regimes.

Obama deserves
credit for helping to nurture these opportunities. But he, Secretary of
State Hillary Clinton, the Palestinian President Mahmoud Abbas, the
Israeli Prime Minister Bibi Netanyahu, and the newly elected leaders of
Iraq need to now raise their games to a whole new level to seize this
moment – or their opponents will.

Precisely because
so much is at stake, the forces of intolerance, extreme nationalism and
religious obscurantism all over the Middle East will be going all out
to make sure that both the Israeli and Iraqi peace processes fail.

The opponents want
to destroy the idea of a two-state solution for Israelis and
Palestinians, so Israel will be stuck with an apartheid-like,
democracy-sapping, permanent occupation of the West Bank. And they want
to destroy the idea of a one-state solution for Iraqis and keep Iraq
fractured, so it never coheres into a multi-sectarian democracy that
could be an example for other states in the region.

I hope that one of
my personal rules about the Middle East is proved wrong – that in this
region extremists go all the way and moderates tend to just go away.

Obama was right to
keep to his troop-withdrawal schedule from Iraq. Iraqi politicians need
to stand on their own. But this is tricky. The president will not be
remembered for when we leave Iraq but for what happens after we leave.
That is largely in Iraqi hands, but it is still very much in our
interest. So we need to retain sufficient diplomatic, intelligence,
Special Forces and Army training units there to promote a decent
outcome; because all the extremists are now doubling down.

Last week,
insurgents aligned with al-Qaida boasted of killing 56 innocent Iraqis.
On Tuesday, Palestinian gunmen murdered four West Bank Israeli
settlers, including a pregnant woman; Hamas proudly claimed credit. In
Israel, Rabbi Ovadia Yosef, who heads the largest ultra-Orthodox party,
Shas, used his Shabbat sermon to declare that he hoped the Palestinian
president and his people would die. “All these evil people should
perish from this world … God should strike them with a plague, them
and these Palestinians,” Yosef said.

Trust me, this is just the throat clearing and gun-cleaning. Wait until we have a deal.

Even if Israel
agrees to swap land with the Palestinians so that 80 percent of the
Jewish settlers in the West Bank can stay put, it will mean that 60,000
will still have to be removed. It took Israel 55,000 soldiers to remove
8,100 Jewish settlers from Gaza, which was never part of the Land of
Israel. Imagine when today’s Israeli Army, where the officer corps is
increasingly drawn from religious Zionists who support the settler
movement, is called on to remove settlers from the West Bank.

None of this is a
reason not to proceed. It is a reason to succeed. There is so much to
hate about the Iraq war. The costs will never match the hoped-for
outcome, but that outcome remains hugely important: The effort to build
a decent, consensual government in Iraq is the most important democracy
project in the world today.

If Iraqi Sunnis,
Kurds and Shiites can actually write a social contract for the first
time in modern Arab history, it means that viable democracy is not only
possible in Iraq, but everywhere in the region.

“Iraq is the
Germany of the Middle East,” says Michael Young, opinion editor of The
Beirut Daily Star and author of a very original book about Lebanon,
“The Ghosts of Martyrs Square.” “It is at the heart of the region –
affecting all around it – and the country’s multi-ethnic,
multi-sectarian population represents all the communities of the
region. Right now, what is going on in Iraq represents all the worst
trends in the region, but if you can make it work, it could represent
the best.”

The late Israeli
leader Yitzhak Rabin used to say he would pursue peace with the
Palestinians as if there were no terrorism and fight terrorism as if
there were no peace process. That dual approach is one that Iraqi,
Arab, Palestinian and

Israeli moderates are all going to have to adopt.

I hope the forces of moderation are up to it.

© 2010 New York Times News Service

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Testing microphone

Testing microphone

As kids, a musician
named Marvel from Uromi town used to torment us. Marvel enjoyed the
monopoly of being the only highlife musician around. News of a
performance by Marvel would spread like fire on dry grass. Boys would
be scrambling to tailor’s shop to sew new outfits and treetop Afros
would spring from girls’ heads. The news of an upcoming Marvel concert
could whip the eight villages that make my clan into a whirlwind of
euphoric anxiety.

“Marvel go come
so?” We would ask, seeking support and reassurance from one another
because it was not unusual for him to take advance payment and go to a
more profitable venue like the burial ceremony of a wealthy patron’s
mother. On several disappointing occasions like that we would sulk to
bed dreaming of the aborted fiesta in our sullen sleep.

After we had
thoroughly stewed in our anticipation, the same way we waited for
politicians to redeem their promises of pipe borne water, electricity,
good roads, and had our hopes dashed like eggs carried by a leper,
Marvel would magically show up with his band members in a beat up
Peugeot 404 pickup.

This motor was a
combination of hard jagged metal and wires on wheels, a relic that
belonged more to the Museum of Natural History if Nigeria had one. Then
again, Marvel’s pijoti was built for the unpaved deadly roads to my
village. The driver would blast his horn and rev the engine that
emitted black smoke into the air to announce Marvel’s arrival. We would
let out ear shattering screams, jumping up and down – “Marvel vale,
Marvel vale, Marvel vale! Marvel has arrived!”

Marvel would remain
inside the pickup, wearing dark sunglasses like Ray Charles
nonchalantly smoking a Gold Leaf cigarette, while his boys unloaded the
musical equipment.

Catching a glimpse
of his weathered, battered, red guitar was like seeing Jesus Christ
walking on the River Niger from Asaba to Onitsha.

Speakers and
keyboards and drums and the most taunting instrument, the microphone,
would be unloaded by men with cigarettes hanging from their quivering
lips. Then the pickup door would open, and Marvel would gingerly test
his steel-toed stiletto shoes on the red earth, before heaving himself
out, slowly. Standing up full length, you would think Elvis Presley had
risen, except Marvel was as black as Idi Amin. He never smiled; he
would just walk straight to a cool-off area reserved for him by his
host, downing bottles of hot Crystal lager beer, until his men finished
setting up.

At about 8pm, the
atmosphere would be aromatically frothing like fresh palm wine. If the
clouds were kind, we would have moonlight, otherwise fireflies provided
enough illumination to help us wander round the venue. The only
electricity lights were a few bulbs powered by Marvel’s small Yamaha
generator, whose sole purpose was to run the musical equipment. In any
case, light was not required, for at Marvel’s highlife party, things
not meant for illumination usually took place.

By now the band would have finished setting up the equipment, plucking at their guitars (not Marvel’s) in tuneless succession.

There were only two
microphones, one for Marvel and one to be shared by three backup
singers. There was no proliferation of microphones back then, it seemed
you had to earn the right to use one because other band members just
bellowed away with their God given throats.

With a bulb
dangling above his head in the shaded area, Marvel would strap his
guitar round his shoulder and adjust the belt a couple of times, all
this while a cigarette would be hanging from his lips tremulously.
Eventually, he would pull a long drag on the Gold Leaf and drop it
disdainfully, grinding the butt viciously with his stiletto. Grabbing
the microphone, the very first words that would come out of his mouth
would be “Testing Microphone…one, two…testing
microphone…one-two.”

While we waited for
the real show to start so we could gyrate in the corner because we were
not old enough to hold girls by their waists and grind the night away
in the middle of the dance floor, Marvel would continue to test the
microphone for an eternity. He would fiddle with knobs in the old
amplifiers and twang his guitar endlessly. At some point, we would have
fallen asleep on benches in the fringes. Earlier excitement would have
worn our young minds out by the time Marvel was done with “testing
microphone”.

We did not know the extent to which this endless testing annoyed grownups, until one night.

Agoslow, a man
whose head was the size of cinder block, walked straight to Marvel,
seized the microphone from him and cleared his throat: “The microphone
is working, play me music and let me dance and enjoy myself, I come
from a far village.”

And today as I wait
for Goodluck Jonathan to declare his intention and he is still dilly
dallying and meeting with the Buharis of this world, the immortal words
of Agoslow come to me. So I am telling Mr. President to stop testing
the microphone and declare his intention and let the dance begin in
earnest.

Enough of this waiting game.

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