Alex Okosi

Alex Okosi is a Nigerian-born, US-educated media executive responsible for developing and launching MTV Africa (MTV Base) in February 2005.^[1] He has also spearheaded the launch of other localized Viacom brands in Africa encompassing Nickelodeon and Comedy Central.^[2] Okosi’s mission in Africa, has always been to develop content and experiences for audiences that not only entertains and showcases the best of African music and entertainment; but also serves to socially empower audiences in Africa and around the world.^[3] Currently, he is responsible for managing the growth and development of the Viacom International Media Networks Africa business - a multichannel portfolio that reaches over 100 million viewers and includes MTV, MTV base, Nickelodeon, VH1, BET International and Comedy Central.^[4] Okosi is the creative force behind the MTV Africa Music Awards, a high-profile event that has helped talented African artists raise their international profile and status.^[5]

Early Life and Education

Early life

Okosi was born in Enugu, Nigeria, the youngest of seven children (2 sisters and 4 brothers). The family was originally from Onitsha. His father was a civil servant who modeled persistence and a strong work ethic for him - character traits that continue to serve him professionally.^[1]

Education

• Phillips Exeter Academy

Growing up in the United States, Okosi attended various schools in Florida, Nebraska, Missouri, and New York before attending Philips Exeter Academy in Exeter, New Hampshire.

• St. Michael's College

Okosi attended St. Michael’s College, a private, residential liberal arts Catholic college located in Colchester, Vermont. He was awarded a scholarship to play Division II basketball for the Purple Knights and was co-captain his senior year. He graduated magna cum laude in 1998 with a double major in Business Administration and Economics.

• UCLA

Okosi was an MBA candidate at UCLA before taking a leave of absence to develop MTV base in 2003.^[6]

Career

MTV-Music Television Networks

• New York

Okosi began his career at MTV in 1998 as part of the Trade and Integrated Marketing team. He gained valuable experience developing multi-platform marketing opportunities for advertisers that successfully integrated them into marquee, MTV franchises such as Video Music Awards, Spring Break, Movie Awards, and Wanna Be a VJ.

• Los Angeles

In 2000, Okosi joined the MTV Networks Affiliate Sales & Marketing division where he was responsible for securing distributing for MTV Networks brands such as MTV, Nickelodeon, VH1, CMT, MTV2, and Spike TV.

One of his major accomplishments during his tenure with the division included securing distribution for MTV2 in key markets which aided in transforming the niche, "alternative" music channel into a core brand with broad appeal and distribution in the US market. In 2002, while part of the network’s Affiliate Sales & Marketing team, Okosi convinced the MTV Networks senior management team to create an opportunity for him to develop a business plan for MTV in Africa.

• London

By mid-2003, Okosi had transferred to MTV Networks International’s Strategy and Business Development team as a manager. While in this role, he developed the business plan for MTV’s growth in Africa and in 2004 secured approval for the roll-out which encompassed the launch of a localized MTV service.

MTV Africa

By 2005, the ambitious goal of establishing an MTV channel in Africa catering to the tastes and attitudes of Africa’s youth was underway. The vision was, and still is, to feature the broadest mix of contemporary African and international music and lifestyles shows. The flagship channel was named MTV base Africa, an African version of MTV Europe’s urban music service, MTV Base.^[7]

Okosi’s creative team’s goal was to produce First World-quality content that would, not only satisfy the diverse musical and entertainment tastes of the mass African market, but also appeal to audiences outside the continent.^[8]

Promoting African Music And Entertainment

Okosi identified 3 key strategic imperatives for driving the success of the channel. One was to create a model for generating quality video content from a continent which at the time was plagued by poor quality productions. To change this, he took a proactive approach and set up a team of Talent and Music Representatives in key African markets that trained local video producers to create high quality videos. Okosi also brokered a partnership with Shell to execute a “Making The Video” workshop campaign that involved established international directors participating in skills exchange workshop with emerging, African video directors across key countries. As part of the campaign, participating African artists were rewarded with quality video productions that highlighted their musical virtuosity and skill.

The final element that cemented MTV base’s toehold in the diverse African musical landscape was making the brand, and its content, accessible to the masses who had limited access to Pay-TV.^[9] To accomplish this, “MTV base blocks” were broadcast in partnership with terrestrial stations across the channels key target markets. As a result, MTV base is now accessible to over 100 million viewers across Africa via a combination of Pay-TV and terrestrial partner stations.

To ensure commercial sustainability, Okosi’s team established a two-pronged advertising model that included pan-African/country-specific advertising and sponsorships that leverage the pay-TV and terrestrial windows. Their 360 degree campaigns provided avenues for advertisers to reinforce their messages to consumers and create a deeper connection with target populations via world-class event experiences. As a result, MTV base has enjoyed a degree of commercial success that has attracted local and international brands such as Coca-Cola, Airtel, Nokia, Guinness, Fanta, Motorola, Shell, Renault and Star.

MTV Africa Music Awards

In 2008, Okosi was a driving force in the launching of the MTV Africa Music Awards (MAMA) ^[10] which has served as a vehicle for raising the profiles and earning power of African musicians. The MAMA is a cavalcade of Africa’s hottest musical commodities that salutes and celebrates contemporary African music and artists from around the world. Given the international exposure some have garnered on MTV’s global network, not a few African artist featured on the show have graduated from local celebrity to playing venues around the world. Over the years, this has legitimized MTV base’s international reach and credibility as a burgeoning, multimedia powerhouse.

The MTV Africa Music Awards were first hosted at the Velodrome in Abuja, Nigeria. It was hosted by London-based DJ, MTV and BBC presenter, Trevor Nelson. Subsequent MTV Africa Music Awards were held in Nairobi in 2009 and Lagos, Nigeria in 2010. This event has featured the best of Africa’s talent over the years, including such notable African stars like 2Face, HHP, Dbanj, Fally Ipupa as well as international artists like Kelly Rowland, Akon, Wyclef Jean, Rick Ross and T-Pain.

Activism

• Shuga

Okosi champions pro-social campaigns that are recognized to positively impact young Africans and their lives. An initiative he holds dear is Shuga – a groundbreaking 360 degree mass media campaign for young people that merges sexual health messaging, including HIV prevention, with popular culture, and gripping story lines. Johns Hopkins University evaluated the impact this campaign had on its viewing audience and found a full ninety percent of young Kenyans who watched the series believed the show had an impact on their thinking related to HIV.^[11]

• MTV base Meets

To produce MTV base Meets, Okosi and his team make the rounds, so to speak, to solicit the insights and wisdom of many of today’s, international movers-and-shakers. They’ve created a forum where their guests can speak candidly and directly to African youth in hopes they will learn from these achievers’ experiences. Interviewees have included former British Prime Minister Tony Blair, Sir Richard Branson of Virgin Group, and Liberian President Ellen Johnson-Sirleaf.

• Choose or Lose

MTV base has rolled out a series of initiatives designed to inspire and galvanize the continent’s youth population. Its voter mobilization campaign, “Choose or Lose,” was deployed by the channel in advance of the 2011 Nigerian elections to motivate the country’s young voters to participate in the nation’s democratic processes. The goal: to magnify their collective voice to bring attention to serious social issues impacting their ability to thrive as citizens. Choose or Lose has begun a process that is helping to shape African consciousness, foster democratic impulses, and is serving as a catalyst for young Africans to become politically engaged and pro-active.^[12]

• Nickelodeon - Financial Literacy For Kids

Banks are eyeing MTV base as a means to educate young Africans about the basics of credit, and banking, in general. Kids are listening to the messages coming from the hallowed halls of Okosi’s brainchild. Through the Nickelodeon brand, Okosi and his MTV base team have partnered with Access Bank and schools in Nigeria to provide early, financial literacy courses to Nigerian children in hopes they will become savvy, personal financiers – avoiding the pitfalls many without such training may find themselves.^[13]

References