How Ali Baba Launched His Next Act Two Decades Ago
IF there were to be a Verzuz for Nigerian comedians, the smart thing to do would be to pit Ali Baba against Gbenga Adeboye.
True, Gbenga Adeboye, the rule- defying Yoruba radio personality, singer and comic had been dead for 18 years but he remains, no- contest, the other comedian whose work has been as ground- breaking as Ali Baba’s — and because you must only compare apples to apples, you should only let pioneers square up against pioneers. Hence: Ali vs Gbenga.
Although Gbenga Adeboye only began as a presenter for the old Radio Lagos, by the time of his death at age 44, he’d not only made four comedy albums and toured the United States, he’d also trained more than a dozen radio anchors and masters of ceremonies, some of whom would continue to perform till today in Adeboye’s breathlessly poetic and surreal storytelling form.
As evidenced by the traffic- stopping mob that attended his lying- in- state, Adeboye, though performing mostly in his native Yoruba, had broken the language boundaries while also making it commercially promising for those who might succeed him.
And speaking of money, I know you do have two questions: What’s a Verzuz and what exactly did Ali Baba pioneer?
The answer to the first question is this: you’re getting old and you don’t use Instagram enough. ( Verzuz is a live webcast and concert series in which veteran
American music makers perform their classic discographies for their fans. It’s all at once a play- fight, a nostalgia party, and a moneygrab. And, of course, it’s always absolutely beautiful).
Secondly, you’re asking what did Ali Baba pioneer? And I answer you: What didn’t he?
First of all, Ali ( real name: Atunyota Alleluya Akpobome) became Nigerian comedy’s preeminent master salesman, so much so that you might have wondered: are his goods more than jokes?
For example, while there was no template for any stand- up at the time, Ali incorporated a company in 1993 through which he would book corporate events as MC. He called the firm Alibaba Hicuppuray 3rd.
Five years later, he would buy three expensive billboards in Victoria Island, Lagos and splash his phone number across them in bold yellow. The tagline on the boards was nothing if not telling of the future he imagined: “Ali Baba… being funny is serious business.”
In the year of the billboards, all of Nigeria suddenly found itself in possession of Ali Baba’s direct line and, of course, how he handled the aftermath of that landmark multi- year marketing campaign couldn’t have been less than incredible.
Did he become top of mind in the high- end entertainment industry, though? Oh yes, he did— because while any jock with a mic could claim they were equipped to do brilliant comedy, only Ali was pushing to sell laughs as an aspirational product.
So, when Ali Baba, after about a decade of honing his stand- up and business chops, became, in 1999, the default emcee and comic relief at all of President Olusegun Obasanjo’s events in Abuja, it was par for the course.
Say, which other comedian could the new president and his handlers trust to stand poised, fluent in global politics, to host events at which there might be multinational dignitaries, and not embarrass the country with unexpected potty jokes?
At the time, even though Nigeria still boasted other respectable, suit- wearing comics as Basorge Tariah Jr and Okey Bakassi, you at least knew that it would always be a good call for Aso Rock to have Ali Baba at the podium.
This was how Ali Baba, 56, became truly the first comedian of the federal republic — one who could be relied upon to capture the sense of the times and stylishly speak truth to power while power guffawed in its throne.
Yes, it’s become a mundanity these days for any mini stand- up comedian to label herself a ‘ comedian of the federal republic’ or ‘ CFR’, but Ali made this title a thing; and when he chose to elevate himself ( or was it president Obasanjo who did?) to GCFR — Grand Comedian of the Federal Republic — a parody of the official Grand Commander of the Federal Republic that’s usually bestowed on Nigerian heads of state, it was just logic.
And the entire community has agreed he’s indeed the elder statesman of comedy. Ali’s accolades run the whole gamut of sectors. Through the years, for instance, he’s been inducted into the Johnny Walker Hall of Fame and named a Paul Harris fellow. In 2019, the Nigerian presidency honoured him with the Award of Excellence for social impact and entertainment.
Born in Warri, raised in Lagos and mentored by the multilingual TV and event host, Bisi Olatilo, Ali had decided not to follow up his degree in Religious Studies and Philosophy from the Bendel State University ( now Ambrose Alli University) with another degree in Law. He’s said to have declared that he could save more people not by defending them in court but by making them laugh.
Since raising the prestige of stand- up in Nigeria, inspired by American greats like Richard Pryor, Eddie Murphy and Steve Harvey, Ali has stepped into a phase where he builds stages for up- and- comers.
Before now, some of Ali’s several proteges, including today’s big names Ayo Makun, known as AY; and Basketmouth ( Bright Okpocha) were either Ali’s assistants or direct mentees. Since 2015, however, he has, at his black- tie Ali Baba’s January 1st Concert, helped to promote original content and launched the careers of more comics, the winners of his year- long Alibaba’s Spontaneity contest.
“Fans were complaining that jokes were being recycled. Comedians were stealing one another’s jokes. Being spontaneous is a character true comedian must have. You must be able to make jokes out of anything, right away,” Ali Baba has said.
There’s this quote often attributed to the iconic Gbenga Adeboye. He’s said to have told a gathering of friends that if there was ever a comedian in Nigeria who could make him laugh, that comedian would be Ali Baba.
This, ladies and gentlemen, is what they mean in hip- hop when they say, Real recognise Real. Were he still here right now, we know Adeboye wouldn’t only be laughing at Ali’s jokes; he’d be exceedingly proud of how far the younger man has elevated the art and business of comedy.
And whenever it happens, when a homegrown Nigerian comedian signs their multimillion- dollar deal for a Netflix or Amazon Prime one- hour special, you’ll give a nod to Ali Baba. It was he who, in 1993, wrote the cheque this generation can now cash.