TASCK: How Nigerian creatives rallied youth participation in democracy

Nigeria is an artistic powerhouse that has elevated African celebrities into the global creative scene where they lead cultural discourse. Nigeria’s rich literary space, Afrobeat music, and the Nollywood empire are some of the essentials in understanding contemporary African society, art, and entertainment. 

Artists, as societal analysts, fully capture the attention of young people swaying them to adopt trends, catch-phrases, fashion, and more. But the creative industry in Nigeria often lacks sufficient sustained investment and structural support. Artists yearn to earn a livelihood through their passion, while playing their role as social commentators. Abaga’s work demonstrates that new media, celebrity culture, and creative engagement can be strategically mobilized to finance artists, and advocate for social change. 

“I decided to build something that would allow creators such as myself to be relevant through their work as well as have that social impact; to earn an income and at the same time to become part of the change in society,” he says.

TASCK embarked on a momentous journey to encourage youth to vote in the 2023 elections through an extensive, intricate, and immersive creative campaign, using social media, concerts, and block parties. From Lagos to Enugu, Abuja, Port Harcourt, and Jos, TASCK reached communities who have lived on the margins of important decision making. 

Through podcasts, comedy shows, music festivals, block parties, viral online content, and street rap battles, the message reached diverse audiences. Over 600 young creators and influencers engaged in this campaign, reaching 30 million people on social media. The campaign culminated in viral social media discussions such as #iRegistered and #Vote4Nigeria, encouraging young people to take a pose with their voter registration card, urging their friends and networks to register and participate in the upcoming elections. 

The elections saw a resounding turnout of young people at the polls in Nigeria. In major cities, and rural towns, young people felt that their voices would count. They monitored the news keenly, following the performances of their preferred candidates. Evidently, the groundwork done by groups like TASCK stirred an interest in politics among younger Nigerians.

While the political class is still not representative of the young energetic population in Nigeria, it is impossible to ignore the fervour that has been ignited by the high numbers of youth voter registration for the 2023 elections. This match has ignited a movement, a historical change in youth involvement in democracy in Nigeria. The flame of new life enkindled by this matchstick will only grow bigger, forcing recognition of youth as one of the most critical constituents in Nigerian governance.