When drumbeats sound, many will dance to the tune. But, beneath such tune are other coded messages, Assistant Editor (Arts) Ozolua Uhakheme reports.
Remember the famous Oyo State radio station Radio O Y O signature tune ‘Ti Olubadan ba ku, tani o joye?’ It was produced with the aid of a talking drum. There are different kinds of drums for different functions in the society.
Among Nigerians, especially the Yoruba, drum is more than an instrument for entertainment. It also serves as a medium through which the people convey important and sometimes coded messages. Even in times of war, drums are deployed to pass classified messages as a strategy to overrun the enemies.
Before modern civilisation infiltrated the culture of many tribes and ethnic communities, the Yoruba people had fashioned out ways of entertaining themselves. During traditional festivals, chieftaincy coronation, naming ceremonies, wedding and other social events, the Yoruba use the drum for entertainment and eulogy.
A Professor of Choreography and foremost Dramatist, Federal University, Oye-Ekiti, Ekiti State (FUOYE), Rasaki Ojo-Bakare, described drumming as an essential part of Yoruba culture that is entrenched in all social activities. Ojo-Bakare, who is the Dean, School of Humanities at FUOYE, said drumming is like tonic and energetic to social activities among the Yoruba.
“Yoruba is an interesting place to be and visit, not only because of the important place they occupy in Nigeria but because of their deep culture. There is so much to be proud of with respect to arts and culture. Drumming, especially is a vital part of the cultural heritage of the Yoruba people. Drums are used in special occasions, festivals, carnivals, ceremonies. They even add special effects and style to some bits of the people’s culture. Drums are differentiated by the sound they make, how they are made, history, and appearance. For Yoruba people, ceremonies dictate the kind of drums to use. Above all, drum is associated with the people’s religion, music and other cultural activities,” he said.
Among drums used by the Yoruba people include Omele, Gangan, Bata, Gbedu and Saworoide.
For instance, Gangan, which is commonly referred to as Talking Drum holds a special place in the tradition of the Yoruba people, and it is used in Yoruba folklore cannot be overemphasised. Its origin can be traced to the Old Oyo Empire in Southwest region. It was introduced as a means of communication during inauguration of the Alaafin of Oyo. Talking Drums are also used to imitate different tones and chant patterns of the Yoruba language. Its hourglass shape makes it possible for it to be held under the arm. It is made of adjustable cords. These cords can determine the pitch of the drum. If the cords and strings are pulled hard, the sound or tone from the drum would increase and if the chords are softly squeezed, the sound will be low. They are frequently used in modern churches, festivals, wedding ceremonies and carnivals.
For Bata it is another important drum used by the Yoruba people, a double-headed drum shaped like an hourglass with one cone larger than the other. It’s used majorly in religious functions, festivals, carnivals and coronations. It’s also used to convey messages of hope, divination, praise and war.
A set of Batá consists of three drums of different sizes. The drums are similar in shape to an hourglass and each drum has two different sized heads. The batá are played sitting down with the drum placed horizontally on the knees. This allows the drummer to play with both hands.
The Iyá (Mother) is the largest drum and leads the group, playing long, complex patterns with many variations and initiates conversations with the other two drums. Iyá is often adorned with a garland of bells and bronze caps called Shaworo which enrich the vibrations and the timbre when the drummer plays the instrument. The Itótele is the middle-sized drum, playing long, but less complex patterns with some variations as well as answering and occasionally initiating conversations.
The Okónkolo is the smallest of the three playing short, simple patterns with occasional conversations and variations.
The Bata drum has different parts which include; Igi Ilu (wooden frame work), leather, Egi ilu (thick brooms for support), Osan (wire work), Iro (black substance placed on the drum surface), Bulala (drumstick made from leather), and cowries.
The Bata drums actually are becoming very, very popular all over the world today, even here in the U.S., but are already very popular in Brazil, Cuba, and Venezuela. And these drums have been around for a long time. Some Yoruba believe that one of the kings of Yorubaland, Sango,
Omele ako fondly called Omele is known as the Sakara drum. It is a shallow drum with a circular body made with baked clay. Goat skin is used in making the heads of the drum while spaced pegs around its body are used for tuning. They are used during wedding ceremonies, traditional coronations and festivals
Gbedu, which literally means “a big drum”, is a percussion instrument traditionally used on state occasions or during ceremonies of Ogoni, the ancient Yoruba secret society.
The Gbedu drum is said to have been brought to the Lagos area in the seventeenth century by Edo diplomats, symbolising the hegemony of the Benin Empire. Among the Yoruba, Gbedu drum signifies royalty.
It is covered in carvings representing an image of a goddess, animals and birds. They are played by drummers using both their palms and drumsticks. It signifies royalty in the Yoruba land. In ceremonies, such as the Isagun rites, the Oba might dance to the music from the drum and no one else is allowed to do the same.
Saworoide also known as Saworo is a type of talking drum decorated with brass bells and chimes. Such bells are attached to leather straps for support. They are called Shaworoide and Shaworo in Cuba.
As a vital part of the cultural heritage of the people, whenever there is a social event such as weddings and funerals there are drummers around. In cities, such as Ibadan, there are drummers plying their trade on weekends without any specific invitation to occasions. These drummers could stop by many celebrators allow such drummers – with restrictions on their performances – to join the celebration so that they can make some money.This way, the tradition of passing the art of drumming, which often appears effortless, but which involves very difficult process and long apprenticeship, to live on.
Recently, global and local brands that want to resonate with the people, have now realised the need to connect with the people through drumming. For instance, in announcing the credential campaign which was used to christen Goldberg from the stabled of Nigerian Breweries, the promoters of the brand saw drum as a symbol of unity and leveraged on it in all their campaigns. Aside the fact that it played a prominent role at various places where the event held, its major campaign, which was used in print and billboard shows a Nollywood artist, Odunlade Adekola proudly holding Gangan, the talking drum as a message career.
With it, Nigeria Breweries simply caused a stir in the market. Though, it was the first time such campaign would be launched in the market, the successful use of the drum performed the magic of bringing in Your Excellence through an excellent tool of entertainment.
Already, Heineken is being addressed as ‘chairman’ while trophy, a strong competition to Goldberg is known as ‘honourable’. By the new credential campaign, the company appeared to be sending a message that wherever ‘excellency’appears, ‘honourable and others would be at the back roll. To herald the campaign, the company, against all odds, located a massive restaurant called Aso Rock at Ikotun area of Lagos, a name that is similar to Nigeria’s seat of power, to creatively prove another point that ‘excellency’ resides in Aso Rock.
It is not surprising therefore that Ayan is a drumming family-specific name. Families with long histories of playing the Yoruba drums are often easy to recognise by their names which often include ‘ayan’ as in Alayande; yes, Oga Alayande, the late Principal of Ibadan Grammar School was from such a family. He said he played the drums for many years before starting elementary school! Any name with ‘Ayan’ as part of it – given or family names: Ayandele, Ayandipo means the person who bears that name is from a family with a history of drumming.
As a brand that appeals to the Yorubas, Goldgerg has thus announced its new name and campaign with drum and this has registered in the sub consciousness of the consumers. To analysts, the brand loyalty to the people’s culture may trigger the respect Goldberg would command in the market.
