Opinion
Murja Ibrahim Kunya, a TikToker, in the Curriculum? Why the heck not?
Abdalla Uba Adamu
I was tagged in a FB thread lamenting the perceptions of Hausa popular culture studies by Muhsin Ibrahim on how such course of action is looked down upon. Indeed, he related personal bad experiences on his encounter with what one might call ‘culture purists’ who do not see anything worthwhile studying about contemporary popular culture. I feel that my response should be enlarged beyond the one I gave in order to reach wider audiences and stimulate debate.
‘So, what exactly is ‘popular culture’? Without being bogged down by technicalities, it is simply what people like. Often referred to also ‘mass culture’. Which differentiates from ‘elite culture’ preferences of the high order of the society. Elite culture is often favored because it is seen as cultural representative due to its historical purity. For instance, Shata is elite culture, while Rarara is popular culture. Both were singers. But while Shata was a griot whose lyrics represents the historical antecedents of his society and culture, Rarara was a singer whose lyrics represent his pocket.
Thus, everything people do can come under the purview of popular culture – fashion, food, literature, cyberculture, sports, architecture, theatre, drama, films, music, art, you name it, it is popular culture. It is the dominant culture. Some of the universities that teach popular culture in the world include Harvard, Cambridge, MIT, Stanford, to name some of the top ones, plus thousands of others.
So, why study popular culture? There are many reasons, but one of the most compelling is social awareness. Such study makes us aware about important social issues. You may not follow Hausa TV show operas, but they illuminate critical tensions within communities and some reflect the ideals of the political culture; Ado Ahmad Gidan Dabino’s “Kwana Casa’in” is a case in point. Mediated popular culture gives creators opportunities to be creative.
Thus, popular culture can raise awareness about important social issues. TV shows, films, and music often address topics like discrimination, environmental concerns and mental health, sparking discussions and encouraging positive change. For instance, in Kano in early 2023, AA Rufai Bullgates [sic] an individual with mental health issues became a popular culture media celebrity due to his delusions of grandeur; at one stage he bought Kano State for ‘gangaliyan’ naira – his coinage. It took the social media to make people aware of the extent of his illness – and stop exploiting his guile.
The contempt with which we approach studies of Hausa popular culture – or, let me modify, modern/contemporary culture – allowed a big room for others to be experts on us. In this way, researchers such as Mathias Krings, Carmen McCain, Novian Whitsitt, Brian Larkin and Graham Furniss came to dominate the documentation of Hausa popular culture.
In 2007 I was a visitor in Graham Furniss’s house in London for lunch, and I was blown away by a bookshelf covering a whole wall devoted to his documentation of Hausa romantic (soyayya) fiction containing over one thousand volumes. In Kano we refused to even acknowledge such novels existed, and at one conference, I heard a University Librarian describing them as ‘trash’. Now, if you want to study the earlier novels in the genre, you can only find them in the Library of the School of Oriental and African Studies, courtesy of Graham Furniss – while they are not available in Bayero University Kano.
Novian Whitsitt, an American, became an expert on the feminist ideologies of Bilkisu Salisu Ahmed Funtuwa and Balaraba Ramat Yakubu – two wonderful and brilliant female writers we ignored. He made a name out of researching their novels – and he had to learn the Hausa language first before he could even read the novels. In Kano, where we speak Hausa, we looked down on these writers. Now, if you want any reference to the works of these ladies, you have to go to Amazon for his books, for he is considered expert on Hausa feminist writers.
Matthias Krings collected more Hausa cinema tapes than any European researcher and established a vibrant Hausa film reference library in Johannes Gutenberg University, Mainz, Germany, where he is based. In Kano we refuse to even acknowledge that Hausa film is worth studying – until we gave the study a shove and held an international conference on Hausa films in 2003 – the first of its kind in the whole of Africa in studying an indigenous African language film industry. Even the practitioners – filmmakers, producers, directors – don’t see the value in studying their works, believing that such is done to denigrate them, rather than a critical analysis of their art. When I established Yahoo! Groups social network in 2001 – long before Facebook – those who entered the group were constantly fighting us for studying their art.
In any event, it was Brian Larkin from New York who even opened up the doors in 1997 with his brilliant paper, “Indian Films and Nigerian Lovers: Media and the Creation of Parallel Modernities.” Soon enough he became the only reference point on the emergence of modern mediated Hausa popular culture. I could go on, but you get the point.
As for music, no one cared – until the Talibanic censorship regime from 2007 to 2013 in Kano, favorably enabled the separation of Nanaye soundtrack music from Hausa films, creating independent Hausa Afropop music genre. It also led to the emergence of Rap music among young Hausa lyricists from 2013 – the year of creative freedom for Hausa popular culture. Billy-O produced the biggest hit Hausa Afropop hit of the year with ‘Rainy Season’, producing a brilliant Enghausa song accompanied by Maryam Fantimoti.
No attempt was made to internationalize the study of the emergent music genres by anyone. They were all obsessed with studies of the songs of griot acoustic musicians, believing that the Afropop genre is a passing fad. Seeing a room for documentation, I entered into the field. In any event, I was considered a loose cannon in the whole Hausa ‘adabi’ canon. Luckily for me, my foray into Hausa popular culture, or ’Adabin Hausa’ as they often call it (while I prefer ‘Nishaɗin Hululu as the Hausa term for popular culture) was from the prisms of Stuart Hall (Birmingham School) and Frankfurt School critical theory perspectives. Most importantly, I was analyzing popular culture as a mass-mediated communication, rooting myself firmly in communication theories. I was not interested in etymology, morphology, syntax, grammar, pragmatics, stylistics or other branches of the study of literature in my analysis (I profess ignorance of these branches). My focus was that something was happening, it was providing a stethoscope on the social awareness pulse. We need to document it. It was no longer acceptable to let others become experts on us.
Thus, studying or even debating mediated popular culture was definitely frowned upon in northern Nigeria. I believe I am one of the few flying the flag of the discipline – such that it has now crept its way into a university curriculum. Next semester (December 2022/23), I will be teaching M.Sc. Popular Culture in the Department of Mass Communication – one of the very few Departments in the country courageous and bold enough to do so. It’d be a fully interactive class, touching all aspects of what gives us social awareness through mediated popular culture.
Now, to the question of Murja Ibrahim Kunya, a TikTok influencer who speaks at more than 100 km per second. She is important enough to have a Wikipedia page. Dr. Muazu Hassan Muazu was one of the lecturers teaching EEP 4201 – Venture Creation and Growth course in the School of General and Entrepreneurship Studies (SGES), Bayero University Kano. We once taught the course together. In the first semester (2022/2023) examination, question #5 went like this: “Murja Kunya and Me Wushirya are bloggers who trend by causing scandalous contents on their social media handles, for that reason, they are given advertisement jobs. If they do that they become – (a) influencer marketers, (b) brand ambassadors, (c), trading agents, (d) marketing managers.” Students are to choose one which they believe was the correct answer.
What drew attention was the focus on the activities of TikTokers – activities not taken seriously, especially those of Murja Kunya who elicited different reactions from different people. One posting on Facebook even labeled her a mental health patient. And yet, here a university is asking academic questions on their activities. The entire 70-item question paper included references to various brands – KEDCO, Rufaidah, Salima Cake, A.A. Rano, L&Z Yoghourt, Sahad Stores, MTN, Chicken Republic, and so on. All these are marketing HUBS. Why not TikTokers? Marketers are looking for audiences – notice how those silly and irritating videos pop up on news sites on your device to attract your attention? Dr. Mu’azu’s inclusion of cyber popular culture in his course – and Chicken Republic, dealing with food, IS part of popular culture – to me, is a brilliant acknowledgement of the popular culture and its social relevance. Crazy, drugged, attention-seeker or not, people follow Murja Kunya. That means audiences, that means market – making her a perfect vehicle to advertise products. So, what’s wrong with that? If a woman frying ƙosai by the roadside has the same level of audience attraction, we should also acknowledge her as a marketing potential. That does not mean we endorse what they do – it means we are interested in reaching out to their audiences to buy our products.
Without pop culture, we wouldn’t be able to understand generations, so knowing gives us all a better understanding. Overall, a critical analysis of pop culture and media can help to shed light on the ways in which media interacts with the society and can help to promote more informed and nuanced understanding of media’s role in shaping our world.
Now, print Ale Rufa’is Bullgates gangaliyan note and purchase your village.
Abdalla Uba Adamu,
is a Professor of Media and Cultural Studies, Bayero Universe, Kano. This was first published on his Facebook account.
Mustapha Muhammad
As the 2027 general elections draw nearer, the signs pointing towards a possible victory for Alhaji Abba Kabir Yusuf in his bid for a second term as Executive Governor of Kano State are becoming clearer by the day. The road, once fraught with political obstacles, conflicts, and challenges, appears to be clearing rapidly. Victory is increasingly within sight, God willing.
The foundation of Governor Yusuf’s political momentum rests on his administration’s performance, astute political manoeuvring, successful consensus-building during party primaries, and proactive reconciliation efforts. By bringing key political figures from Kano’s three senatorial districts—South, North, and Central—under one umbrella, coupled with the perceived decline in the influence of the Kwankwasiyya movement following widespread defections to the All Progressives Congress (APC), Governor Yusuf has positioned himself favourably ahead of the forthcoming election.
He stands out among the contenders for the Kano governorship. His political resilience and strategic departure from what he considers the troubled waters of the New Nigeria Peoples Party (NNPP) demonstrate his ability to navigate complex political challenges in pursuit of victory.
Below are some of the key factors driving Governor Yusuf’s political momentum ahead of the 2027 general elections.
Transformative Governance and Administrative Scorecard
Over the past three years, Governor Abba Kabir Yusuf has implemented people-oriented projects and policies aimed at improving the lives of Kano residents across critical sectors.
Educational Revitalisation
Increased budgetary allocation: Funding for education rose from 29.5 per cent in 2024 to 30.5 per cent in 2025 and reached 31.5 per cent in 2026, out of a total state budget exceeding ₦1.47 trillion.
Massive recruitment: Nearly 20,000 teachers, including personnel recruited under the Kano State Better Education for All (BESDA) initiative, were employed to address critical teacher shortages in classrooms.
Infrastructure upgrades: Nearly 400 schools across the state’s 44 local government areas (LGAs) have undergone complete renovation, alongside ongoing construction projects.
Academic excellence: Kano State led national performance rankings in the National Examinations Council (NECO) examinations in 2025 and 2026. In 2026, the state produced 74,413 candidates who obtained at least five credits, including English Language and Mathematics, surpassing Lagos State, with 72,496 candidates, and Oyo State, with 55,543.
Healthcare Modernisation and Pension Delivery
Primary healthcare overhaul: More than 340 primary healthcare centres across the 44 LGAs have been renovated.
Hospital expansion: At least 10 new general hospitals have been constructed in underserved LGAs, while work is ongoing on six additional facilities to ensure that every LGA has a dedicated general hospital.
Modern equipment: Health facilities have been equipped with CT scanners, dialysis units, ultrasound machines, and automated laboratory analysers.
Settlement of pension arrears: Of the inherited ₦48 billion backlog of pension and gratuity liabilities, the administration has disbursed more than ₦32 billion to retirees.
Agricultural Development and Rural Infrastructure
Farm mechanisation and subsidies: The state procured 98 tractors and 48 combine harvesters while introducing a 50 per cent fertiliser subsidy programme across all LGAs.
Irrigation expansion: The rehabilitation of the Watari Irrigation Scheme expanded irrigation coverage by 1,000 hectares, with the aim of boosting year-round agricultural production.
Road networks and urban renewal: Eighteen of the 34 planned five-kilometre rural road projects have been completed, with solar streetlights installed. In addition, 12 of the 24 planned urban renewal road projects, covering approximately 76 kilometres, have been delivered.
Bridge reconstruction: The Kubaraci-Kura Bridge was restored, reopening important economic and transportation corridors.
Empowerment and Skills Acquisition
Social safety nets: Monthly stipends of ₦50,000 are provided to 5,200 women, while grants of ₦150,000 have been distributed to youths across the state.
Entrepreneurship: Twenty-six technical and entrepreneurship institutes have been revitalised to provide practical vocational training and equip beneficiaries with relevant skills.
Political Realignment and Party Unity
Governor Yusuf demonstrated political foresight by defecting to the All Progressives Congress (APC). His decision, in the view of his supporters, was timely and strategically informed by the need to secure his political future.
The subsequent defections from the NNPP by members of the Kwankwasiyya movement have, according to this argument, strengthened the case for his political realignment. The move also positioned him and his supporters within a political platform they consider more advantageous ahead of the 2027 elections.
Furthermore, as the state’s APC leader, Governor Yusuf successfully managed the consensus process during the party primaries, resulting in what supporters described as a “no victor, no vanquished” outcome.
His ongoing reconciliation efforts have also helped bring political stakeholders from Kano’s three senatorial districts together, strengthening the prospect of a united political front ahead of the 2027 polls.
With his administration’s reported achievements, political realignment, and reconciliation efforts, Governor Yusuf’s supporters believe he is well positioned to secure a second term in office.
No doubt, Alhaji Abba Kabir Yusuf, the Executive Governor of Kano State, is traversing the path to victory in the 2027 general elections.
Mustapha Muhammad is the Chief Press Secretary to the Executive Governor of Kano State, Alhaji Abba Kabir Yusuf. He writes from Kano.
Jamilu Uba Adamu
Some people come into our lives and leave an indelible mark that transcends blood relations. Through their honesty, humility, nobility, contentment and disregard for worldly ostentation, they become more than friends or acquaintances; they become second fathers whose wisdom and kindness shape our lives.
Late Alhaji Bashir Ahmed Maizare was one such rare individual. His death is not merely the loss of a respected sports administrator but the departure of a father figure, mentor and custodian of Kano’s sporting heritage.
A Bond Beyond Blood
My relationship with the late Maizare began through my elder brother, Abdullahi Bayero Uba Adamu, who worked under him at the Kano State Sports Commission. My passion for sports naturally brought me closer to him and strengthened the bond that would eventually develop into a father-and-son relationship.
I vividly remember the day my elder brother escorted me to Maizare’s residence at Kofar Wambai Quarters in Kano and introduced me to him. What began as a simple introduction blossomed into a lasting relationship. From that day, I became a regular visitor to his home, where I found not just a sports enthusiast and administrator but a father figure whose counsel and encouragement meant so much to me.
His home became a place where I could seek guidance, share my concerns and learn valuable lessons about sports and life. He welcomed my questions, listened patiently to my challenges and offered advice without hesitation. His humility made him approachable, while his wealth of experience made his counsel invaluable.
The Shocking News of His Death
I was attending a training course in Jos, Plateau State, when the news of his death reached me. We had just stepped out for a break after a rigorous and exhausting lecture. I switched on my mobile data to check my WhatsApp messages.
Although I belong to several WhatsApp groups, one platform I regularly follow is the Kano Sports Commission group, driven by my enduring passion for sports in Kano.
After attending to some personal messages, I opened the Commission’s group. Almost immediately, I came across a series of condolence messages announcing the death of Alhaji Bashir Ahmed Maizare.
I was stunned. For a moment, I struggled to comprehend what I was reading. Before I could fully process the devastating news, I received a phone call from Malam Haruna Sabga, one of his neighbours at Kofar Wambai Quarters, who confirmed that Maizare had passed away.
The confirmation plunged me into deep sorrow. I felt like crying, my mood changed instantly, and I completely lost my appetite.
It was difficult to accept that someone who had played such a significant role in my life was gone. Beyond the public figure known within Kano’s sporting circles was a man whose personal kindness, encouragement and fatherly affection had touched my life profoundly.
A Mentor Who Believed in My Potential
One of the qualities I will forever remember about Maizare was his unwavering encouragement. He consistently motivated me to participate actively in sporting activities and supported my efforts to contribute to sports development.
His influence and fatherly support recently contributed to my appointment as Team Manager of the Kano Pillars Amputee Football Team and Vice Chairman of the Kano State Tug of War Association.
These appointments represent more than personal achievements to me. They also remind me of the encouragement I received from a man who believed in nurturing others and helping them discover opportunities to serve.
Maizare understood that sports administration was not merely about organising competitions or managing teams. It was also about identifying talent, encouraging young people, sharing knowledge and creating opportunities for others to contribute meaningfully to society.
He was always willing to offer guidance whenever I encountered difficulties. Whenever I faced a challenging situation in sports, he was among the first people I contacted. He would listen attentively and offer practical solutions, never making me feel that my concerns were unimportant.
That willingness to help, even when there was nothing to gain personally, distinguished him as a genuine mentor.
His Contribution to Documenting Kano’s Football History
One of the most enduring aspects of my relationship with the late Maizare was his invaluable contribution to the successful writing of my book, *Takaitaccen Tarihin Wasan Kwallon Kafa a Kano* (A Brief History of Football in Kano).
Documenting the history of football in Kano required access to reliable information, historical accounts and the experiences of people who had witnessed the evolution of the game. Maizare proved to be an invaluable source of knowledge and guidance throughout the process.
He never grew tired of attending to me. He patiently answered my questions and shared insights that helped me navigate the challenges of documenting the history of football in the state.
His support went beyond the ordinary assistance of a friend or acquaintance. He understood the importance of preserving sporting history for future generations and willingly contributed to an effort that would help keep Kano’s football heritage alive.
Looking back, I realise that his contribution to the book was part of a much broader legacy. He was not simply sharing information; he was helping preserve the collective memory of Kano’s sporting community.
More Than a Sports Administrator
Late Alhaji Bashir Ahmed Maizare was more than a sports administrator. He was a school from which others could learn, an archive of sporting memories and an encyclopaedia of Kano’s sports history.
His knowledge, built on years of experience and close association with the sporting community, made him a valuable resource for anyone seeking to understand the development of sports in Kano.
Yet, his greatness was not defined by knowledge alone. His humility, generosity, patience and commitment to youth development made him an exceptional human being.
In a world where positions and titles sometimes create barriers between leaders and those they serve, Maizare remained accessible and approachable. He demonstrated that true leadership is not measured solely by the authority one possesses but also by the lives one touches and the opportunities one creates for others.
His life offers an important lesson to sports administrators and public servants: institutions become stronger when experienced individuals are willing to mentor younger people, preserve institutional memory and pass on knowledge rather than keep it to themselves.
For Kano State, his passing should serve as a reminder of the importance of documenting the experiences of veteran sports administrators and preserving the history of the state’s sporting achievements. When such individuals pass away without their knowledge and experiences being adequately documented, society risks losing an irreplaceable part of its heritage.
A Loss Beyond the Family
The death of Alhaji Bashir Ahmed Maizare is a profound loss not only to his immediate family but also to the sporting fraternity in Kano State and Nigeria at large.
For those who knew him professionally, he was a repository of sports knowledge and experience. For those who benefited from his mentorship, he was a source of guidance and encouragement. For me, he was a father figure whose support and kindness I will continue to cherish.
Although death has taken him away from us, the values he embodied and the lives he influenced remain part of his enduring legacy. His contributions to sports administration, youth development and the preservation of Kano’s football history will continue to inspire those who had the privilege of knowing him.
Personally, I will forever remember him with gratitude. I will remember his patience, his encouragement, his willingness to help and his unwavering belief in the value of sports. Above all, I will remember the fatherly relationship we shared, which was built not on blood ties but on mutual respect, kindness and genuine affection.
May Almighty Allah (SWT) forgive his shortcomings, accept his good deeds, illuminate his grave and grant him Jannatul Firdaus. May Allah also grant his family, friends, colleagues and the entire sporting community the strength and patience to bear this irreparable loss.
Alhaji Bashir Ahmed Maizare may be gone, but his legacy lives on in the people he mentored, the knowledge he shared and the sporting history he helped preserve.
Ameen.
Jamilu Uba Adamu is a sports writer based in Kano.
Safiyanu Bichi
When Abia State Governor Alex Otti recently pulled off his shoe and proudly declared, “This is Aba Made,” the gesture went beyond the shoe itself. It offered a simple but powerful demonstration of what deliberate government patronage can do for local industry.
The message for Kano is equally important: where is Made-in-Kano in government procurement?
This is a question Kano can no longer afford to ignore.
For decades, Kano has been one of Nigeria’s important commercial and industrial centres. The state has a long tradition of manufacturing, textile production, leatherwork, furniture making, tailoring, metalwork, food processing and a wide range of small and medium-scale enterprises.
Yet having businesses and skilled artisans is not enough. Local industries need markets, and government procurement is one of the largest markets available in any economy.
The Kano State Government spends billions of naira annually on infrastructure, furniture, uniforms, clothing, construction materials, office equipment, vehicles, signage and other goods and services. The critical question is how much of this expenditure remains within Kano and how much leaves the state.
This is where a deliberate Kano Local Content Policy becomes necessary.
Every major state government project and Bill of Quantities (BOQ) should, where technically and economically feasible, contain a clearly defined local-content component. A target of 40 per cent Kano content could provide a practical starting point.
The idea is not to sacrifice quality or value for money. Rather, it is to ensure that qualified Kano-based businesses are given a fair opportunity to compete for government patronage.
If the government buys furniture from Kano manufacturers, contracts uniforms from local textile and garment producers, procures locally manufactured footwear and leather products, and sources other goods and services from competent businesses within the state, public expenditure can generate a multiplier effect across the local economy.
The money does not simply disappear after a government contract is executed. It circulates.
A furniture company pays its workers. Workers spend their earnings in local markets. Manufacturers purchase materials from other businesses. Transporters earn income. Artisans receive more orders. Businesses expand and potentially employ more people.
In other words, government procurement can become an instrument of economic development.
This is particularly important at a time when Kano needs to create more productive opportunities for its growing population, especially young people.
The state does not have to begin from scratch. Kano already possesses the human capital, entrepreneurial culture and business networks required to support a stronger local-content regime.
What is needed is deliberate policy, transparent implementation and consistent monitoring.
The government could begin by identifying categories of goods and services that can realistically be sourced within Kano. It could establish a database of qualified local manufacturers, contractors, artisans and suppliers, while maintaining clear standards for quality, pricing and delivery.
There should also be safeguards against turning local-content policy into another avenue for patronage. The objective should not be to favour politically connected businesses. It should be to create opportunities for genuine Kano-based enterprises that can meet established standards.
That distinction matters.
A successful local-content policy must combine local patronage with competition, quality, transparency and accountability.
The experience highlighted by Governor Otti offers Kano an opportunity for reflection. A simple act of wearing a locally made product can draw attention to an entire ecosystem of producers, workers and entrepreneurs behind that product.
Kano can create its own version of that story.
Imagine a government school furnished by Kano manufacturers, public institutions using locally produced furniture, uniforms supplied by Kano garment producers, official events showcasing locally produced textiles and leather goods, and government projects deliberately creating opportunities for competent local suppliers.
That would make “Made-in-Kano” more than a slogan.
It would make it part of government’s economic strategy.
Kano has the people. Kano has the skills. Kano has the entrepreneurs. Kano has the markets.
What is required is a deliberate decision to connect government spending with the productive capacity of the state.
Let Kano Government buy Made-in-Kano.
A 40 per cent Kano Local Content target should not be treated as another political promise. It should be the beginning of a measurable procurement policy that keeps more public money within the Kano economy, strengthens local businesses, supports jobs and helps rebuild the productive foundation of the state.
The real question is no longer whether Kano can produce.
The question is whether Kano is ready to buy what Kano produces.
Safiyanu Bichi is a member of the Kano Budget Working Group.
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