By Onyekachi Victoria Philip
ATunda Entertainment may be known to many Nigerians for its association with music, cultural performances and entertainment, but its history reveals a much broader talent-development vision.
The entertainment organisation, associated with La Campagne Tropicana and founded by Otunba Wanle Akinboboye, has over the years developed talents across music, traditional African performance, modelling, comedy and cultural entertainment.
Beyond the performances seen on stage, ATunda has operated a talent-grooming system that provided young performers with opportunities and resources to develop professionally.
Here are 12 things many people may not know about ATunda Entertainment:
1. ATunda was not originally a conventional record label
One of the misconceptions about ATunda Entertainment is that it operated simply as a record label.
However, earlier reports described the organisation primarily as a talent discovery, grooming and development platform rather than an outfit focused solely on signing musicians and releasing records.
Its approach involved identifying talents, training them and creating platforms where they could develop their careers.
2.All the talents received accommodation and feeding
ATunda’s talent-development programme went beyond rehearsals and performances.
Earlier reports stated that most of its protégés received accommodation and feeding as part of the organisation’s support system.
The arrangement was designed to give young talents an environment where they could concentrate on developing their abilities.
3. ATunda reportedly spent millions monthly on talent development
At one point, reports stated that ATunda was spending more than ₦5 million every month on the development, upkeep and promotion of its talents.
The reported expenditure covered areas including accommodation, feeding, training, rehearsals and other forms of support.
This showed that the organisation’s talent-development system required significant financial investment.
4. La Campagne Tropicana served as more than a resort
For some ATunda talents, La Campagne Tropicana was not simply a place to perform.
The resort also provided an environment for rehearsals, training, accommodation and cultural activities.
This created an unusual connection between hospitality and entertainment, allowing visitors to experience African performances while talents developed their skills within the same environment.
5. ATunda helped develop female traditional instrumentalists
ATunda’s talent-development activities have included performers specialising in traditional African instruments.
One prominent example is Ara, also known as Aralola Olumuyiwa, who became internationally recognised for her talking-drum performances.
We now have a greater Ara with young spirit and vibe, the first female talking drummer from the east, Ara Thunder who is recognized world wide especially the remarkable event where she taught the president of France how to beat the drum.
Earlier reports stated Aralola that she spent many years under ATunda’s grooming before establishing herself professionally after her contract ended.
6. Its talent pool went beyond conventional music
ATunda’s interests were not restricted to contemporary singers.
Its reported talents included performers associated with instruments such as the talking drum, Ekwe and Bata.
This reflected a deliberate attempt to preserve and commercialise African traditional performance while giving young performers professional exposure.
7. ATunda once pursued an entertainment partnership with Tanzania, Ethiopia especially in entertainment Amalgamation which usually brings countries together for the purpose of entertainment under the movement of the continent building initiative.
ATunda’s activities have also extended beyond Nigeria.
In 2016, the organisation and the Tanzanian government announced a partnership involving Nigerian and Tanzanian artists.
The proposed collaboration included joint movie and musical productions and was designed to use arts, culture, entertainment and tourism to strengthen connections between West and East Africa.
8. ATunda-developed performers have performed before important personalities
Some talents associated with the organisation have gone on to perform before presidents, government officials and international organisations.
Reports have also linked ATunda-developed performers to performances before institutions including the African Union and multinational organisations.
The exposure helped demonstrate how traditional African performance could be presented to high-level and international audiences.
9. An American R&B star once performed at a La Campagne event
ATunda has also used international entertainment collaborations to create opportunities for Nigerian performers.
In 2013, American R&B singer Karyn White was announced as a major performer at a Valentine’s Day event at La Campagne Tropicana.
The event also provided Nigerian upcoming and established performers with a platform alongside an international music star.
10. ATunda performances have formed part of the tourism experience
Entertainment is closely connected to the tourism experience at La Campagne Tropicana.
During a 2024 visit to the resort by then Minister of Tourism Lola Ade-John, an ATunda cultural performance featuring Ara Thunder formed part of the experience presented to the delegation.
11. ATunda has also been connected to modelling
ATunda’s activities have not been limited to music and cultural performances.
The organisation has also been associated with modelling initiatives. Earlier reports documented a partnership with a modelling agency aimed at giving models exposure and professional experience.
This further broadened the organisation’s talent-development activities.
12. ATunda fits into a larger tourism and cultural vision
Perhaps one of the least obvious aspects of ATunda Entertainment is its connection to a wider tourism and African cultural vision.
Its activities have repeatedly brought together entertainment, tourism, culture and international relations.
From cultural performances at La Campagne Tropicana to international collaborations and talent development, the organisation’s activities suggest that entertainment has been used not only for amusement but also as a means of showcasing African identity and attracting attention to African tourism.
ATunda Entertainment’s history therefore goes beyond music
Its development of performers, involvement in traditional African arts, international collaborations and connection with tourism reveal an entertainment model built around talent, culture and destination promotion.