Josh2Funny’s America’s Got Talent triumph highlights Nigeria’s influence in driving virality for global brands
By Zion Rufus
…Are global brands exploiting Nigerians’ collective pride to fuel viral marketing?
Nigerians are renowned for rallying behind their own when they achieve greatness, displaying a remarkable sense of unity and pride. The recent appearance of Josh2Funny on America’s Got Talent (AGT) is a striking example of this collective support, revealing how Nigerians from diverse backgrounds come together to celebrate fellow compatriots making a mark on the world stage.
This powerful loyalty effectively generates a substantial following, and astute observers have noticed how businesses and brands skillfully harness Nigerians’ strong backing to engineer viral campaigns and enhance engagement.
Josh2Funny’s performance on AGT has set a new standard, becoming the most-viewed AGR Twitter video to date. Within just 72 hours of its release, the video garnered an impressive 12.6 million impressions and 54,000 retweets. Social media was abuzz with reactions from Nigerians, who enthusiastically rallied behind the popular comedian Josh Alfred, better known as Josh2Funny, during his AGT appearance.
However, not all responses were positive; Daniel Regha, a notable social media critic, pointed out Nigerians’ inclination to embrace anything with Nigerian origins, stating, “Nigerians will applaud anything as long as it is a Nigerian that is getting the hype…”
At the age of 32, Josh2Funny, renowned for his YouTube skit “The Audition,” made history as the first Nigerian skit creator to participate in AGT. The show’s organizers acknowledged his participation through a Twitter post featuring a clip of his comedic performance, accompanied by the caption, “Josh Alfred is not giving up! #AGT. This contestant won’t give up! Josh Alfred auditions three times.”
In an interview with Saturday Beats, Josh revealed, “I was invited to the show to do what I do. I went there to display ‘Josh2funny,’ which is what my comedy is about.” His AGT performance closely resembled the comedic content he shares on social media, featuring various humorous characters like magicians, singers, actors, and cooks.
This trend of leveraging Nigerians’ collective support extends beyond entertainment to music, movies, and short-form video content. Brands recognize the immense potential to gain publicity and enhance engagement by tapping into this broad appeal and Nigerians’ strong affinity for their own. This trend persists, regardless of whether the interest in the Nigerian market is sincere.
Offering insight into this dynamic, Lead Digital Marketing Strategist at Absolute Hearts Media, Tunny Ogunnowo, remarked, “Regarding Josh2Funny, it’s evident that his participation was well-thought-out, a strategic move. However, in the case of Hilda Baci, it’s clear that they anticipated Nigerians’ wholehearted support for their own. Even if, back in Nigeria, we passionately back our own, there remains the possibility that if he falters or makes an error tomorrow, we won’t hold back from expressing our criticism on Twitter. But that’s just one aspect to consider.”
Prominent actors and actresses have also capitalized on this phenomenon, cultivating loyal fanbases after openly acknowledging their Nigerian heritage. From Dr. Dre to Rotimi Akinosho, who played Dre in “Power,” and Meghan Markle, the Duchess of Sussex, declaring her African roots, these individuals have benefited from their Nigerian connection.
This affinity even extends to the likes of David Oyelowo, Chiwetel Ejiofor, Nonso Anozie, Gbenga Akinnagbe, and Adewale Akinnuoye-Agbaje. Despite their unique stories, they all share a commitment to their craft while preserving their Nigerian heritage.
In 2021, pop singer Davido’s cameo appearance in the Hollywood film “Coming 2 America” triggered excitement from fans, underscoring the global impact of Nigerians’ influence.
Even instances not explicitly orchestrated reveal the strength of Nigerians’ influence. Hilda Baci’s Guinness World Record (GWR) achievement, resulting from a successful cook-a-thon, unexpectedly became the most viewed post by GWR.
“With Hilda, it’s quite intriguing how the Guinness World Record perhaps didn’t anticipate their announcement to become their most significant one. She was simply a Nigerian aspiring to break a record, and they processed her application accordingly. Unexpectedly, it turned out to be their most momentous revelation. However, I’d venture to guess that America’s Got Talent observed this scenario and took certain actions,” Tunny said.
Hilda’s GWR announcement had garnered an astounding 33.9 million impressions and 242,000 likes.
This global recognition of Nigeria’s influence extends beyond mere coincidence. It’s a reflection of the potent cultural force emanating from Africa. Brands worldwide understand this dynamic, leading to instances such as the success of movies like “Black Panther” and “The Woman King.”
These films achieved remarkable numbers due to their resonance with African audiences. Even the Grammy Awards acknowledged African talent, with artists like Burnaboy, Tiwa Savage, and Wizkid being recognized.
“These movies tell African stories due to the undeniable force originating from the continent. Countless people have flocked to foreign movies, songs, or documentaries merely because they heard a Nigerian was involved or an African was the lead character. These movies experienced considerable success. It’s evident that these international entities recognize the prevailing power within Africa. Any initiative tied to Africa is bound to garner attention, provided it captures the essence of African stories and captivates audiences. It’s almost inevitable that such initiatives would go viral,” Tunny explained.
The yet to be acknowledged reality remains that the global Nigerian phenomenon offers a unique avenue for brands to engineer virality, and this, again, is exemplified by figures like Josh2Funny and Hilda Baci (amongst others) whose experiences have demonstrated the immense power of harnessing Nigerians’ collective support.
In his closing remarks, Tunny expressed his confidence that Josh2Funny’s recent endeavor will inspire other international brands to further exploit the potential of leveraging African and specifically Nigerian influence to drive virality.
“This presents an exciting opportunity for them to explore the boundless possibilities that lie within Africa,” he said.
It also remains evident that as the entertainment hub of Africa, Nigeria will continue to play a pivotal role in driving this cultural influence on a global scale.
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