OJUDE OBA: The evolution of the ‘‘Ijebu brand’’

 By Olugbenga Adebanjo

Among the Yorubas of south western Nigeria, one of the major linguistic groups are the Ijebus. The Ijebu ‘‘nation’’ can be found in Lagos and Ogun states. The contribution of this unique linguistic group to contemporary Nigerian culture cannot be underestimated. There is the common saying that the Ijebus live to party or that you may find it difficult to get the Ijebu to commit his funds to a cause, but for the sake of celebration. This may be a very simplistic assessment of the psychology of the people, but two things however stand out about the Ijebu person, his resourcefulness and his strong belief in the celebration of life whatever the circumstances.

The two ‘‘virtues’’ stated above have been exploited over the years to maximum effect through the Ojude Oba festival, literarily translated as the ‘‘King’s Square’’. Initially celebrated in 1830 to herald the end of the fasting period for the Muslim community in Ijebu ode, the ancient capital of Ijebuland and by extension the Muslims in the kingdom, the Awujale the paramount ruler of the Ijebus felt that the celebration would help in gathering his subjects together in a form of thanks giving ceremony. He did not only achieve his first objective but in retrospect what has been achieved is the forging of a strong identity among the Ijebu linguistic group of the Yoruba people.

After a year of ‘‘individual struggles’’ citizens converge in Ijebu Ode to celebrates their accomplishments, share their travails but above give thanks to the almighty for preserving their lives for a successful reunion. Celebrants dress up in very expensive gears and usually divided into age groups referred to as the ‘’Regbe Regbe’’ indulge in merriment of all sorts. Horse ride displays is another interesting feature of the ceremony, where the kingdom’s past military might and pedigree is showcased for the visitors. This show of splendour which is exemplified through resourcefulness and a proud sense of identity has thrown up what can be called the ‘‘Ojude Oba Brand’’. What has made the brand accessible and acceptable is the fact that it ties with the growth of the leisure and tourism subsector of the Nigerian economy.

Over the years the Nigerian government has been at pains to ginger the interest of tourist attractions and tourism as a form of economic bulwark, among Nigerians and foreign visitors. Thus efforts to diversify the economy had been a very big tall order until recently. The Ojude Oba festival has helped in creating awareness of available viable tourist attractions in the country. Marketers and advertising firms have brought the importance of the festival to the attention of major manufactures and service providers, sold the idea of the brand, which has been grasped with both hands. Expectedly government institutions have gotten themselves caught up in the ‘‘melee’’ and for the right reasons, realising the urgent need to diversify the Nigerian economy through the creation of jobs and additional income to government coffers.

The multiplier effect of this successful brand is the spinoff of fringe festivals catering for diverse audiences. Through comedy and music festivals, marketers and advertising firms are further provided with the opportunity of exposing other businesses catering for youths, the upwardly mobile etc. Without doubt the evolution of this ‘‘Ijebu brand’’ a plus for one of the most misunderstood peoples of Nigeria, is a cause for celebration for the nation.