‘People have been telling us to do something for TV audiences for a long time now. But we’ve taken our time. We know what is expected of us, and we’re not about letting our fans down’, says CEO Ayo Animashaun who is also the brainchild behind the annual Hip Hop World Awards which started in 2006.
The programme presently airs on AIT network, Saturdays 4:30 – 5pm, Sundays 3 – 3:30 pm, on Gotel TV, Fridays 9 – 9:30pm, Saturdays & Sundays 9:30 – 10pm, also on MBI, Saturdays 10:30pm, for MITV, Fridays 11-11:30pm, Saturdays & Sundays 5 – 5:30pm, while Silverbird runs the programme on Thursdays 11 – 11:30am.
This is a refreshing attempt at music entertainment, in an industry where the norm is to feed viewers with continuous music videos and excessive graphics. Interestingly, the pay off line for Hip TV is ‘A break from the norm’. Animashaun explains the concept, ‘We know there a lot of programme to choose from, if you want to watch music videos. We don’t intend to step into that market. So since our magazine is about news, features and interviews, we thought it best to adapt the same formula for our TV show. And so far, it doesn’t look like there’s anything like it around’.
Already, Joke Jaiyesinmi, the young hardworking producer of Music Africa fame has pitched her tent with HipHop World where she is responsible for producing the independent programme. ‘I like challenges. And I’ve always thought of something along this line. So after I left Music Africa, and having had a working relationship with the HipHop World crew since my days at MBI, I though it’ll be nice if we tried something on TV. And so far, it’s been fun’. Jaiyesinmi, a graduate of Lagos State University, is married to DJ Tee, a much sought after cinematographer and one of Nigeria ’s best music video director.