Entertainment
By Tony Onyima
CULTURE is dynamic. It is learned, shared and transmitted across generations. It evolves and constantly changes as individuals negotiate beliefs, values, ideas, ideals, norms and meaning systems that make up their cultural milieu.
Uzoiyi cultural festival is not different. It shares these characteristics. As a cultural artifact, its form and content were handed to us by our forefathers. The festival is as old as Umuoji. From generation to generation, we have maintained this heritage in spite of attacks from modernity and Christianity. But it would seem that the festival has failed to catch up with societal dynamics thus making it lose excitement. The masquerades were becoming jaded. If you’ve seen one, you have seen all. It was obvious that the festival needed reinvigoration; a new spectacle beyond masquerades.
So, about five years ago, an opportunity to change the face of Uzoiyi landed on my hands when the committee empaneled to organize that year’s edition sought my advice. I wrote a proposal that envisaged Uzoiyi as a carnival rather than just masquerades. Working with Chief Cosmas Ikeme-led committee, I created a logo and marketing plan for corporate sponsorship. I also felt that a healthy competitive spirit should be introduced. With the help of a retired director of culture at the Anambra State Ministry of Information, Culture and Tourism, we created judging criteria.
To kickstart the competition, I donated a trophy and paid the first cash prizes to the winners. The judges were mainly non-Ndi Umuoji who are versed in cultural competitions. Despite these changes, the festival could not attract corporate sponsorship because the content does not have the glamour and gravitas to sustain brands.
The organizing committee tried to convince the villages to invest some resources and time into their annual participation without success. The minor squabbles in some villages didn’t help matters. I personally felt frustrated and moved on to other projects. Two years ago, another opportunity to return to the Uzoiyi project came up. Umuobia Village Ukaoye Chairman, Mr. Hillary Nnadi and his executive approached me to help them to prepare for the village participation in that year’s Uzoiyi. I reasoned that since the desired change I had hoped didn’t work at a macro level that I would do it at a micro scale. I immediately accepted their request and set to work.
The biggest challenge was to mobilize quality participation. After initial reluctance, Umuobia upwardly mobile young men embraced the challenge bringing in their time, talent and treasure. We set out to bring some spectacle, color and glamour with emphasis on innovation and creativity.
In 2021, the experiment worked. Umuobia surprised all with her innovation. We offered more than Ijele. I had hoped to instigate the villages to rise up to the Umuobia challenge. I was also catching my fun in the process.
It would now seem that Uruegbe village has taken up the gauntlet. They prepared and brought out their best. Even though their ensemble was imitative, it was a fair attempt at innovation. The march to give a new face to Uzoiyi festival is on. I am extremely happy and excited that my original intention is crystallizing. Congratulations to Uruegbe. I am sure that 2024 edition will be more competitive healthily. By then we would have created good content to attract corporate sponsorship. In it all, Umuoji is the winner.
A.
Tags:
