Tamerri 2016

Appreciating connectedness
Contents
1.0 Background 03

2.0 Objectives 04

3.0 Were objectives met? 05

4.0 Analysis 06

5.0 Media Reach 07

6.0 Attendance 08

7.0 Social Effect 10

8.0 Event Gallery 11

9.0 Annex 12

Background
T amerri was born of a desire to create an
alternate reality and provoke thought beyond
divisive labels and understandings of Identity
and ways of thinking; to imagine a different, and
more livable society. To kindle -through art, artistry
a n d ( re ) i m a gi n a t i o n - a n aw a k e n i n g / n e w
consciousness within the virgin territory of Abuja,
one of the world (and Africa)'s fastest growing capital
cities, and the capital of the world's most populous
'black' nation.
We are becoming increasingly conscious of how
important art, culture and creativity are to
our society; art (is a form of
communication that) shapes/influences
perceptions, which in turn have very
visceral effects on economic realities. It
also functions as social commentary that
allows us to explore ideas and
perspectives.
The nation's capital, Abuja, has yet to
provide a suitable space/avenue/structure
or platform for artists, creators, policy
makers, thinkers and audiences interested
in exploring these issues to interact and
give each other the benefit of their unique
perspectives.
Tamerri 2016
Abuja is a rapidly growing city, with an
increasing number of permanent/transitory
inhabitants with leisure/entertainment needs
and budget.
The idea of the gathering was to reflect an
understanding of the potency of
music/art/culture on the lives of the different
individuals, people, entities and organizations
that inhabit the federal territory; and Nigeria's
role in the 'global black Diaspora', the
(re)discovery/creation of its identity.
Pulling off something of this nature in these
current (economic) times in which we find
ourselves came with a host of challenges,
experience and learning opportunities.
A single fee granted access to over 6 distinct
events spread over the course of 2days,
including (but not limited to)
2 nights of music from artistes/musicians
like Bez, Brymo, Cef, Age Beeka, Jeremiah
Gyang, Lindsey, Jessica Bongos, Atta Lenell
Otigba, Mike Wonder, Femi Leye, Amuta
Stone, Kaline, Jarell, Ell, Rubunu and more
Film screenings
An exhibition of clothing/promenade of
culture/couture
A human library
Poetry by Dike Chukwuerije, Africa etc
Podium conversations (about issues like
the trafficking of children)
Masquerade Exhibition
Art/Photgraphy Exhibition
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 Tamerri 2016

Objectives
The first incarnation of Tamerri's objectives
were to

Create spaces and structures for alternate/

non-mainstream forms of (especially indigenous)
musical and artistic expression

Support the creative education/rehabilitation of

street/trafficked children

Attract a minimum of 3000 visitors to this, the

maiden edition of the festival

Put Abuja on the map as a location for festivities

and a creative hub
Marketing Pa r t n e r i n g w i t h n o n - g ove r n m e nt a l
Strategically using mass (and social media) organizations registered in Nigeria with the aim
and leveraging on personal networks and of combatting child trafficking within and
skills of the project team; we intended to outside of Nigeria, Fight Against Child
reach primary and secondary schools, Trafficking (FACT), Devatop and Wotcleff also
ter tiar y institutions, social clubs, helped raise awareness for the campaign
fellowships and other institutions. Despite against human trafficking in Nigeria.
volunteers not being effectively engaged
and motivated in time to create and carry
out some of the tasks that the strategy
required/implied, coupled with a deficit in
funding and team buy-in, there was far-
less-than-optimal execution of all these
activities conceptualized to communicate
Tamerri.
Page 04
 Tamerri 2016

Were
Objectives met?
Being the initial concretization of ideas and
intentions, many of them quite novel for the context
in which they were being applied, the project was
admittedly ambitious/audacious. Because of this,
metrics for success must keep an eye out for
broader/more subtle impact and take into account
the different types of value capital created, not just
monetary.
One key sign of this broader impact is the recognition
(in absentia) of Root n Raw/festival organizers at a
high-level gathering of stakeholders in Nigeria's
cultural landscape.
We gathered for 2-days within Sarius Palmetum &
Botanical Gardens (on IBB Boulevard in Maitama) to
celebrate various cultures and appreciate (our)
connectedness. There was music, dance, art,
masquerade exhibitions, conversations and
interactions promoting the spirit of appreciation,
respect and tolerance for cultures.

Page 05

Were
Objectives met?
Tamerri's objectives were to
Create spaces and structures for alternate/non-
mainstream forms of (especially indigenous) musical
and artistic expression
Support the creative education/rehabilitation of
street/trafficked children
Attract a minimum of 3000 visitors to this, the maiden
edition of the festival
Put Abuja on the map as a location for festivities and a
creative hub
Addressed individually
Create spaces and structures for alternate/non-
mainstream forms of (especially indigenous)
musical and artistic expression
The words of both performers and festival attendees
serve as an accurate attestation to the project's
performance in this regard.
Points of Improvement
Use space better; encourage
navigation/exploration by placing maps
in people's hands/ the programme of
events.
Leverage unexploited merchandising
opportunities .
(live) Stream event.
Sign MoU's to avoid misunderstandings,
reneging (verbal) agreements and last
minute changes .
Anticipate/project crowd movement
pattern to be able to suggest specific
time slots marketfolk/vendors not
making profit (presenting them a
breakdown of targeted timing in relation
to peak and off-peak.
Attendance figures, though not hitting
initial targets reached 2,135 people at
peak. 15% of which were children.
· http://www.uniabujaolofofo.com/2016/04/eventbr
Support the creative
education/rehabilitation of
street/trafficked children
The socially conscious partnership (based
on shared ideals) with FACT contributed
significantly to the organizations activities.
Put Abuja on the map as a location for
festivities and a creative hub
Tamerri 2016
More links to Tamerri festival publicity
https://isysdrain.wordpress.com/2016/04/28/tamer
ri-a-place-to-be/
http://farabaleweekly.com/2016/04/26/brymo-
bez-femi-leye-25-incredible-moments-from-the-
tamerri-festival-in-abuja-nigeria/
http://www.naijaconcord.com.ng/2016/04/see-
what-former-chocolate-city-star-brymo-was-
spotted-doing-in-abuja.html
http://pulse.ng/events/tamerri-festival-1st-edition-
scheduled-to-hold-this-april-in-abuja-
id4915128.html
h t t p : / / w w w. d a i l y t r u s t . c o m . n g / n e w s / a r t -
ideas/bash-austen-peters-nduwhite-for-tamerri-
festival/138589.html
http://www.helenozor.com/2016/05/photos-from-
tamerri-festival-abuja/
http://ngscene.com/tag/tamerri-festival/
ymo-bez-live-at-tamerri-festival.html
http://onobello.com/tag/tamerri-festival/
https://www.google.com.ng/url?sa=t&rct=j&q=&e
src=s&source=web&cd=10&cad=rja&uact=8&ved
=0ahUKEwit86Sk0tzOAhUDDxoKHeoaCWYQFghLM
Ak&url=https%3A%2F%2Fwww.naij.com%2F8105
90-see-former-chocolate-city-star-brymo-spotted-
abuja.html&usg=AFQjCNFyW3uutYj4bVLueqd8x7H
eFCiVRQ&sig2=3OgC0MakusxFuhkq4Tk6EA
Page 06
 Tamerri 2016

Media Reach
Our communication activities, partnerships and Population of Radio Listeners in Abuja *1,701,000
press conference(s) attended by journalists from
several media organisations spanning print, online,
radio and new media resulted in a significant level of
exposure.
4%
10%
A conservative estimate of the total
number of impressions achieved/people
reached through Tamerri's communication
activities is pegged at 17%

527,310 **31% of Abuja radio

listeners were reached

WE FM - 68,040
LOVE FM - 170,100
HOT FM - 289,170
527,310

* Estimated with 3% annual growth rate

** Based on projections
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 Tamerri 2016

Attendance Male Attendance by age

350 335

300 282

250

200 184

150

40% 100

50 20
15 18
60% Below 18 18-25 35-45 45-55 55-64
25-34

Female Attendance by age

415 417
400

350
Female
Gender Categorization 300
Male 259
250

200
2,135 people attended
150
at peak, over the course 100 100
of 2 days. 100 90

50

Below 18 18-25 25-34 35-45 45-55 55-64

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 Tamerri 2016

Socio Cultural/
Economic Effect

Total economic activity associated with the festival,

including the budget and the estimated profit of
service providers/vendors is conservatively estimated
at 16.5 million Naira. The experience was able to
profile the contribution of culture and heritage to
Nigeria's overall identity as a unique and creative
Nation, it inspired a number of the festival participants
and attendants to give feedback in line with this
conclusion.

Tapping into goodwill and leveraging on personal

networks and skills of the project team resulted in two
press conferences convened pre-Tamerri. In
attendance were journalists and reporters from over
10 different media houses/channels/outlets.
Outcomes include at least 3 radio mentions - We FM
16th & 20th, Hot FM 21st, Love FM (Berekete Family)
April 22 7:30-8am- and one TV appearance.

We partnered with with one of the top 50 most

popular websites (across all sectors) in the country;
Pulse.ng http://www.alexa.com/siteinfo/pulse.ng

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 Tamerri 2016

Event Gallery

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 Tamerri 2016

Annex

List of Invited Reporters and Media Organizations

Abubakar Adam Ibrahim (Daily Trust)
Adoba Echono (VON)
Prudence Ijah (Love FM)
Ibrahim Ramala (Blue Print)
Chikezie Omeje (Aso Radio)
Hogan Bassey (NAN Photographer)
Umeh Kanayo (Guardian)
Daniel Adejo (Radio Nigeria)
Friday Olokor (Punch Newspaper)
Grace Obike (The Nation)
Chinelo Chikelu (Leadership Newspaper)

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Tamerri 2016

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 Tamerri
Festival

Website: rootnraw.com Email: info@tamerrifestival.com | rootnraw@gmail.com

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