Some of the guests at the premiere
The premiere of ‘Before 30’, a TV drama series expected to focus on spinsterhood among female professionals, was seen recently by some young working-class people in Lagos. Raheem Akingbolu writes
Finding a life partner tops the priority list of an average adult, who has secured his or her means of livelihood. For men, the age seems to be flexible as it is often dictated by a lot of factors. This explains why the decision of some men to marry at age 40 or even above attracts little or no criticism.
But the situation is different for ladies. On reaching the age of 25, friends and family will begin to advise them to get marry. As they approach 30, it becomes a burden to them and their families, if the suitors have not yet shown up. Today, it has become a contemporary topic at restaurants, offices and salons, especially women dominated areas.
A group of young Nigerian ladies and men recently summoned the courage to bring the issue into the public through a TV drama series titled; ‘Before 30’.
The FirstBank in partnership with Nemsia Solutions conceptualised the drama series that is woven around four women living in Lagos and the pressure of getting married before turning 30.
According to Omorinsojo Akinnola, one of the key figures behind the drama, the whole idea started with Bodunrin Sasore, described as a young independent writer and director living in New York City. Sasore was said to have inserted himself into the psyche of an average Nigerian woman and was able to find a voice to speak their truths.
Their stories are told through the eyes of the lead character Temi Coker (Damilola Adegbite) through voice over. Nkem (Beverly Naya) plays the sexy career woman who believes men are simply playthings. Aisha (Meg Otanwa) is the conflicted northern housewife who is married to a bliionare. Ama (Anee Icha) is the sweet and cheerful friend and the youngest in the group.
Hosted by Mercy Ajisafe and Mimi Onalaja, the premiere, which took place at the Federal Palace Hotel, Lagos, kicked off with displays of show reels of the lead female cast, followed by a speech from the cast and crew of the movie.
The drama aims at shedding some lights on the issues the average single Nigerian woman faces daily in her quest to become a wife. Each character covers various social, physical, economic, religious and cultural aspects of the Nigerian woman, thereby creating a cast that everyone can relate to in some way.
In the drama, Temi, a 27-year-old lawyer and the only child of the Coker family reaches a stage in her life where she does not know who she is so she makes emotional decisions. She is a risk taker and is likely to do things because they feel good at the time, and not necessarily because they are good for her in the long run. She tries daily to balance her own desire to find love with the pressure to just be married. But as a hopeless romantic with a meddlesome mother, this battle becomes harder to win every day.
Another character, Nkem, appears as a sexy goddess. This is not because of her looks but because of a confidence and assuredness that can be seen and felt from a mile away. The way she walks, her eyes and the way she speaks all form part of what makes her irresistible to men. She is blunt and direct but she loves her friends
The third girl, Ama is a free spirit with a rosy outlook on life. She always wants to do the right thing, and tries to as long as it is within her power to do so. She is very spiritual, and is not afraid to share her faith with anyone. Ama is the youngest of the four girls and it shows in her naiveté.
Being from a conservative Muslim family, the fourth girl, Aisha has never really been able to choose who she wants to be. She knows who she could be without all the cultural and religious strings that restrain her. She is married to an extremely wealthy man and wants for nothing. Though she is still adjusting to the ups and downs of marriage herself, she understands her friends’ desire to be married.
On the other hand, the men in the drama complemented the story line and make the message relevant. For instance, Ayo is an ambitious young man and Temis high school sweetheart. He sees marriage as an unnecessary distraction at this stage in his career. Although he loves Temi, he is unable to put her needs before his ambition.
Akin is a kind hearted humanitarian. Although successful, he doesn’t have the best track record with relationships but he is willing to change and settle down when he meets Temi.
Sherriff is the billionaire heir to an oil and gas empire. He is married to Aisha and is a man with old fashioned Northern values, despite his western education. He is generous and extremely smart but has a sense of entitlement that comes with growing up with unfathomable wealth.
Sherriff is the billionaire heir to an oil and gas empire. He is married to Aisha and is a man with old fashioned Northern values, despite his western education. He is generous and extremely smart but has a sense of entitlement that comes with growing up with unfathomable wealth.
The producers indicated that the drama harnesses local resources, both from the conceptualisation and production perspective and presents yet another world-class platform to unlock opportunities and showcase phenomenal talent within the Nigerian creative and performing arts industry value chain. According to the producer of the drama, it has since started airing all around Africa on Africa Magic 153 and the UK.
In recent time, First Bank, has supported various culture and arts related events within and outside Nigeria with the aim of giving an helping hand to the new sector. The latest of such was the partnership between the bank and the Down Syndrome Foundation to air ‘Hope Rising Radio Series’ on a few radio stations in Nigeria. The partnership was aimed at altering the public’s misconception about the ailment.
According to the Group Head, Marketing and Corporate Communications, Folake Ani-Mumuney, FirstBank’s support for ‘Before 30 TV Drama Series’ is hinged on its drive to promote gender inclusion in the polity whilst empowering women to achieve more, in spite of societal odds. “With a reputable Youth Engagement Programme, the Bank is focused on building sustainable support for the financial services needs and long term aspirations of young people to engender creativity and aptitude among the youth. She stated that the gesture is in tandem with the bank’s unwavering commitment to continue to deliver the gold standard in value and excellence.
On why the bank threw its weight behind the drama, Ani-Mumuney said the script was cleverly studied and found to be worthy of the support.
“We studied the script and the message therein and found out that it was perfect, hence our decision to throw our weight behind it. Primarily we all know that literature is out to educate, entertain and empowers and this aligns with some of our ideals. Beyond the story line, the cast is also enough to convince any lovers of literature and youth empowerment. They simply fantastic young Nigerians, who have a lot to offer the entertainment industry,”
Mumuni also explained that the recent relationship the bank is having with the entertainment industry is not by accident but a calculated attempt to empower practitioners in another sector at a time Nigeria is craving for diversification of its economy. She pointed out that the activities of top players in the entertainment, culture and tourism industry are enough to ginger any organization that is keen at touching lives in Nigeria.
“Nigeria has a robust culture and tourism sector, a striving entertainment industry. Having been in the fore front of wealth creation and sustainability in the Nigeria market for years, FirstBank sees the sectors as another area that could be encouraged to strengthen Nigeria economy.”