Despite the present economic challenges and widespread hardship that has affected many industries in Nigeria, there is a particular sector that continues to thrive year after year: events and parties, specifically the Owambe parties. These celebrations have become a cultural staple, offering a space for people to socialize, celebrate, and unwind. But beyond their social function, Owambe parties have become a significant economic force, creating a myriad of job opportunities for countless Nigerians.
Owambe is a large, grandiose party often thrown by Nigerians—especially those in the Yoruba community—that involves plenty of food, music, dancing, and the unique tradition of spraying money (the act of throwing money on a dancing person as a form of appreciation). These parties are known for their extravagance, featuring colourful attire, high-end fashion accessories, and luxury decoration. An Owambe party is more than just a gathering; it is a celebration of culture, wealth, and communal joy.
The term “Owambe” has transcended the Yoruba community, becoming a familiar term across Nigeria and even among Nigerians in the diaspora. Despite modern influences, the tradition of hosting and attending these parties remains deeply rooted in Nigerian culture, adapting to contemporary trends while maintaining its core elements.
THE OWAMBE INDUSTRY TURNS A MULTI-BILLION NAIRA SECTOR
The events industry in Nigeria, driven largely by the culture of Owambe parties, has grown into a multi-billion Naira sector. Lagos State, often considered the heart of the Nigerian economy, has become the hub for Owambe celebrations, with many parties taking place every weekend. Cities like Ibadan, Abeokuta, and other notable locations within the South-West region are also hotspots for these events. Even outside the South-West, the culture of elaborate celebrations is embraced, contributing to the industry’s expansion.
This industry thrives not only because of the desire to celebrate life’s milestones—weddings, birthdays, housewarmings, chieftaincy titles, and more—but also because Owambe parties provide an avenue for relaxation, social networking, and, for some, even therapy. The parties create an environment where people from various walks of life can mingle freely, build relationships, and form business connections. The social aspect, combined with the visual spectacle of these events, makes them a vital part of Nigeria’s cultural landscape.
While it’s difficult to pinpoint an exact figure due to the informal nature of these events and the diversity in scale, estimates suggest that Nigerians spend billions of naira annually on Owambe parties.
Reports from event planning companies and informal surveys indicate that Nigerians might collectively spend anywhere from 2 trillion to 5 trillion naira (roughly $2.5 billion to $6 billion) annually on such celebrations. These expenditures cover various aspects like venues, food and drinks, music, Aso-Ebi (coordinated outfits), decorations, and souvenirs.
For example: Weddings, especially, can cost anywhere between 2 million and 10 million for middle-class families, while more elaborate ones can go above 20 million or even hundreds of millions. Other events, such as birthday parties, child naming ceremonies, and anniversaries, might be less expensive but still significant. These estimates highlight the cultural significance of Owambe in Nigeria, reflecting the emphasis on community, status, and celebration.
OWAMBE PARTIES AS A CATALYST FOR JOB CREATION
Beyond their cultural significance, Owambe parties have become a powerful engine for job creation in Nigeria. They provide a steady source of income for various service providers and vendors who are crucial to the success of these events. These individuals and businesses span a wide range of roles, from visible participants like DJs and caterers to those working behind the scenes such as event planners and decorators. The list is extensive and includes:
OWAMBE PARTIES AS A CATALYST FOR JOB CREATION
(1) Event Planners and Coordinators: These professionals are the backbone of every successful Owambe, coordinating all the moving parts to ensure a smooth celebration. Notable players include: Zapphaire Events, Elizabeth R Events, 2706 Events, BTG Event Planners, Coker Creative, The Wedding Guru, IPC Events, Trendy Bee Events, Magnolia Events, Exquisite Events and an exhaustible list of others.
(2). Caterers and Food Vendors: A major highlight of any Owambe party is the food. Here are key players: OfadaBoy, Food by Hilda, Smallchops.ng, Dooney’s Kitchen, Ola Mummy Catering Services, Dripples Catering Services, The Potters Signature, Malas Foods, Sphinx Meals, Catakitch Services among others.
(3) Fashion Designers, Tailors, and Aso-Ebi Vendors: Aso-Ebi is a crucial part of the Owambe culture. Fashion designers and fabric vendors like Deola Sagoe, Toju Foyeh, Mai Atafo, Veekee James, Lanre Da Silva Ajayi, Ankara House of Fabric, Tubo, Xtrabrides Lagos, Bibi Lawrence, Atafo Bridal and lots of others.
(4) Music Bands, DJs, and MCs: Entertainment is a cornerstone of Owambe parties. Renowned players include: Evangelist Eenezer Obey-Fabiyi’s band, King Sunny Ade’s Band, Wasiu Ayinde (K1 De Ultimate), Shuga Band, Faith Band, Awesome band, SB Live Band, Veentage Band and endless others.
(5) Photographers, Videographers, and Cinematographers: Capturing the memories is vital, and professionals in this sector include but not limited to the likes of Jide Kola Photography, Klala Photography, Alakija Studios, Atilary Photography, Bighwales Photography, Emmanuel Oyeleke Photography, Lex Ash Photography, Laphy Photography, Kelechi Amadi-Obi Studios, Tayo Aina Films and those behind them.
(6) Event Decorators and Venue Providers: Decorators and venue owners play a significant role in creating the desired ambiance. Top providers include; Newton and David, Nwandos Signature, The Monarch Event Centre, Royal Oaks Event Centre, June5ive Events, IPC Events, Marble Brand Event Centre, The Lekki Coliseum, Ruby Gardens, Zapphire Events Hall among the numerous players in that aspect of event and parties.
(7) Security Personnel and Bouncers: Ensuring the safety of guests is essential. These companies play a big role in providing security services. Among the notable ones are Halogen Security, KingsGuard Nigeria, Bemil Security, Prudential Guards Ltd., G4S Secure Solutions, Strict Guards Security, Moses Bouncers, Elite Guard Nigeria, SS Security Services, Bowers Security.
(8) Makeup Artists and Hairdressers: Makeup and hair styling are key components of an Owambe look. Leading players include the likes of BM Pro (Banke Meshida), Jide of St. Ola, Oshewa Beauty, Zaron Cosmetics Studio, Tara Fela-Durotoye (House of Tara), Flawless Faces by Jane, Glam Drop Makeup Studio, Adella Makeup Studio, Eeswat Makeovers and Makeup by Ashabee.
HOW OWAMBE DRIVES LOCAL ECONOMIES
The economic impact of Owambe parties extends beyond the event itself. The spending that occurs during these events benefits numerous sectors, including transportation, hospitality, and even local markets. For instance:
Hotels and Short-Term Rentals: Guests traveling for Owambe events often book accommodation, providing a steady flow of revenue for hotels like: Radisson Blu Lagos, Ibis Hotel Ikeja, Lagos Continental Hotel, Eko Hotel & Suites, Four Points by Sheraton, The George Hotel, not leaving out a host of others.
Transportation Services: Cab drivers, logistics providers, and car rental services benefit from the movement of guests to and from events. Key players include: Bolt, Uber, Pickmeup, PlentyWaka, Avis Nigeria (car rental), GIGM (for intercity transportation) and so on.
Local Markets: Markets that sell traditional attire, accessories, and food supplies see a boost in sales as celebrants and guests prepare for these events. Major markets include Balogun Market (Lagos), Oshodi Market (Lagos), Oja Oba (Ibadan), Aleshinloye Market (Ibadan), Ariaria International Market (Aba), Wuse Market (Abuja) and many of their likes across the country.
THE CULTURAL AND ECONOMIC RESILIENCE OF OWAMBE
Owambe parties have become a cultural phenomenon in Nigeria that defies economic downturns, offering a reliable source of income for many people. They provide an opportunity for individuals and businesses to thrive, from well-established companies to small-scale entrepreneurs. By fostering a robust ecosystem of service providers, Owambe celebrations have become an essential part of the Nigerian economy, offering hope and stability to many families.
With their ability to create jobs, sustain cultural practices, and promote social cohesion, Owambe parties are more than just events—they are a lifeline for many and a testament to the resilience and adaptability of Nigerian culture.
Jamiu Abubakar
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