Alibaba the Comedian: A Bad Way to Bury a Brand By Shiloh Akinyemi

Alibaba, often referred to as the “Godfather of Nigerian Comedy,” is a name that resonates with talent, mentorship, and the undeniable growth of stand-up comedy in Nigeria. He has inspired generations of comedians and built a legacy of laughter and creativity. His January 1st concert, a hallmark event in Nigerian entertainment, had incorporated into it, talents discovery competition and has for years been a platform for showcasing talent, celebrating creativity, and setting the standard for the industry.

The talent discovery competition debuted with the show from its inception. The January 1st 2016 edition saw the emergence of Deeone as the winner who drove home a KIA RIO Sedan, the most recent winner is Funnyurch who won the January 1st 2024 edition and drove home a Lexus GX 470. Other talents discovered and rewarded on the platform with nice car brands are; Makinde Toyota Venza and Laugh Doctor to mention but a few. The show had no doubt made it contribution to the budding entertainment industry in Nigeria particularly the Comedy sector of the industry.

However, the 2025 edition of his show may go down as one of the most controversial moments in his career, raising questions about integrity, fairness, and brand management.

The Competition That Went Awry

This year’s edition introduced a comedy competition where upcoming comedians were given the chance to shine. The process seemed straightforward: comedians auditioned, 10 finalists were selected, and these contestants would compete in two rounds at the January 1st show. The ultimate prize? A brand-new Venza for the winner.

The first round was a blast, with the audience enjoying a plethora of punchlines and humor. Five comedians were evicted, leaving the top five finalists to battle for the ultimate prize. However, things took an unexpected turn in the second round.

Rather than allowing the comedians to deliver their full performances, Alibaba repeatedly interrupted their sets, cutting them off before they could land their punchlines. Despite this, some comedians still managed to elicit laughter from the audience with quick-witted one-liners. Then came the bombshell: Alibaba announced that he didn’t think any of the finalists deserved the car.

This declaration was not only shocking but also humiliating for the finalists. If he believed none of the contestants were worthy, why let the competition progress to that stage? Why not disqualify all contestants at the start, instead of dragging them—and the audience—through an event that felt increasingly staged and unfair?

The Peak and Decline of a Brand

At its peak, Alibaba’s brand represented excellence, integrity, and the nurturing of talent. His January 1st concert was a testament to his ability to bring people together in celebration of comedy and creativity. But this incident has cast a shadow over that legacy.

The insinuations swirling around the event further complicate matters. Rumors suggest that a specific contestant, who didn’t make it to the finals, was allegedly tipped to win. Was this what Alibaba confirmed when he declared that no one deserved the car? Could it be that the competition’s script was disrupted by finalists who delivered performances too good to ignore, forcing a narrative change?

A Career Comedian’s Misstep

As a pioneer in the comedy industry, Alibaba has long enjoyed what could be called an “apostolic privilege”—the freedom to set standards and lead by example. However, with great privilege comes great responsibility, and this year’s event has left many questioning his commitment to fairness and integrity.

The lack of sponsors for this year’s event might offer some insight into the mismanagement of the competition. If the show lacked the financial backing to fulfill its promises, was the competition a mere publicity stunt to draw attention, regardless of the emotional toll on contestants?

The Bigger Picture

The broader issue here transcends Alibaba and his brand; it reflects on the recurring integrity challenges in Nigerian competitions and events. Every competition deserves a winner, and every contestant deserves a fair chance. This incident underscores the importance of transparency and accountability, especially for a figure as influential as Alibaba.

For the finalists, this wasn’t just a missed opportunity but a public humiliation. They entered the competition with dreams, talent, and hope, only to be dismissed as undeserving in a manner that undermined their efforts.

A Sad Farewell

While Alibaba has announced that this will be the last edition of his January 1st show, it’s unfortunate that such a celebrated brand is bowing out under a cloud of controversy. This could have been an opportunity to celebrate his legacy and the lives he has impacted. Instead, it leaves a bitter taste in the mouths of contestants, audiences, and fans alike.

Every competition deserves a winner, and every legacy deserves a dignified conclusion. For Alibaba, this misstep serves as a reminder that even the brightest stars can falter when integrity is compromised. As he moves forward, we can only hope that this chapter serves as a lesson on the importance of preserving the trust and respect that a brand has painstakingly built over the years.

Shiloh Orerime Akinyemi, affectionately known as Shilly Pepper, is a passionate content writer, devoted reader, and fiction enthusiast. Through The Book Chef, she shares her love for stories and her ongoing reading journey.

Feel free to connect with her at [email protected] or [email protected].