TOWARDS INNOVATIVE MANAGEMENT IN NIGERIAN ENTERTAINMENT SPACE: MOSAIC THEATRE PRODUCTIONS ABUJA IN PERSPECTIVE

Abstract

While several privately owned entertainment companies especially in the mimetic arts struggle to thrive in an era of seemingly intractable inflation, some others are consolidating on their success stories by delving into new genres of entertainment with verifiable success rate. It is worthy of study to ascertain the role of innovative management as part of the secrets to their success. But there are limited studies on the effects of innovative management as a driving factor in the success of mimetic entertainment outfits in Abuja, Nigeria. The main objective of this qualitative study is to ascertain the extent of the possible effects of innovative management on the processes of planning and presenting their arts to the general public using the Mosaic Theatre production as a criterion due to its level of consistent success. The data were generated through Key Informant interview that involved the leadership of the Mosaic Theatre Productions team. The generated data were analysed using thematic table that selected certain themes and how they were deployed by the entertainment outfit under study. The study now reveals that the success of this outfit is traceable to an intentional quest to remain relevant on the internet space through innovatively packaged processes like online auditioning alongside digital marketing of both stage plays and movies. It also reveals that the entire success of the firm is partly traceable to strategic partnership that helps it minimize the cost of production while delving into other genres like virtual reality games. The findings recommend that the success of mimetic entertainment producers majorly depends on the type of strategic partnerships they form within and beyond the arts; their ability to align with the internet-aligned modus of planning and presenting performances while ensuring that their products and the production processes are intentionally designed to be consumer-centred.