How Gbenga “Bayowa” Adewusi fell off should be studied…….
Because Bayowa knew his onions. He’ll produce film. Direct it. Feature in it. Sing the movie soundtrack. Still advertise it aggressiIIvely…. Ebi Olokada. Larinloodu. Eleébòlò. Lèpa Shandy too many to count.
Everyone wanted to be associated with that brand. The only other marketer that could attempt to go head to head with Bayowa then was Corporate Pictures.
He would advertise records so much, you’ll be f0rced to buy. I remember one PaSunnyfication by some Sunny Melody. The only good part of the whole album was the part he sang with Pasuma. The “Area! Hello e o! Ta lon pe mi o?”
He understood that c0ntroversy sells. He set artistes up agai.nst themselves. Sell the CDs.
Osupa’s “Confrontation” was marketed by Bayowa Films and records International. Same as Pasuma’s “No Comment”. Same as the video where this late baba was calling Osupa king. He even called himself “Ọ̀dádá 1” at some point.
So much that people who had erstwhile fl0p songs would go to him and he’ll help them repackage it and sell. A good example is that Ajónámákú woman. She had the fire acc1dent that inspired the “o jóná kò kú, ó jábó kò fo ” song since 1991 but Bayowa said he’ll do make up and all for her so it’ll look like the acc1dent was recent and she got the inspiration from the h0spital bed.
He even gave us Night Of A Thousand Laughs in Yoruba. Gave Cossy a second act as a video v1xen. Remember Obesere’s Apple Juice?
There will be no Busola Oke Eleyele without Bayowa.
When his artistes started calling him out for being a re3aper, people couldn’t believe it because weren’t they always singing “Baba Itunu” upandan?
He would visit an artiste, he’ll ask small questions, dance with him, tell him to sing and do what not, give it one c0ntroversial title and sell it.
He even tried it when Moji Olaiya di3d. Recorded bits of her buri1al and titled it “Canada to Gr@ve🤣
When next Nollywood wants to give a lifetime achievement award, they should please consider this man.
He’s an a.s.sh0le…yeah. But he did try.
It’s good that he’s since relocated to the UK. It kinda h.urts to see him go from one of Nigerian’s biggest pr0moters to near 0bscurity.
Writer Credit- Olúwadámipe Sugar Olowu
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