The 2023 Stacked December 12 Mega Concerts Through The Eyes Of Tosin Obembe, The Creative Director

Creative Director, Tosin Obembe Opens Up On The Magic Behind Stacked 12 Back-To-Back Mega Concerts of December 2023

Tosin Obembe has cemented himself as a cerebral force when it comes to spearheading complex, large-scale campaigns that require top-notch professionalism on the continent. Among his premium list of achievements was serving as Show Director for the record-breaking Hilda Baci Cook-a-thon, where he and his team delivered seamless video coverage for the grueling 120+ hour event. Now, Obembe has pulled off an even more monumental achievement through the Stacked December 2023 Mega concerts put together by the Toroe Entertainment Company. As Creative Director, he helped bring to life an unprecedented 12 back-to-back mega concerts packed into a single December month across 3 venues. 10 of these concerts went down at The Palms in Lekki, with additional headline events at Eko Hotel and in Abuja.

Kicking off on December 14th, the 12-day concert marathon featured Nigeria’s biggest stars. From Asake to Omah Lay, Adekunle Gold to Reminisce, Young Jonn to LAX, the lineup was fantastic. Some of the highlights included ‘No Bad Vibes with LAX’, ‘Asake Live in Abuja’, an ‘Intimate Night with Adekunle Gold’, the ‘Trench Fest Dapper All Stars Edition’ and Reminisce Alaye Toh Se Gogo. Others are, Shallipopi Road to Pluto, I Said What I Said Christmas Special, Yinka Ayefele & Allyson Unboxed and Seyi Vibes Live in Lagos, among others. Christmas day was the only rest before the final set of concerts.

In this exclusive interview with Brand Communicator’s Editor, Usukuma Ntia, Obembe gives a riveting behind-the-scenes glimpse into everything involved in pulling off this unprecedented campaign. The creative maestro details the monstrous logistics, innovative production techniques, and secret sauce that enabled him and his team to flawlessly execute 12 distinct mega concerts back-to-back.

What inspired the creation of the epic December mega-concert series?

Well, Toroe Entertainment put together the event and brought me on board as the Creative Director for Stacked December, a grand event boasting an incredible 12 back-to-back concerts featuring Nigeria’s hottest talent. We’re talking about A-list artistes like Asake, Seyi Vibes, Adekunle Gold, Burna Boy, Buju, Young John and Reminisce gracing the stage every single night of December, from the 14th. It was an unprecedented initiative to pack each day of the Christmas season with a major headlining act. We kicked off the marathon in Lagos, then headed up to Abuja for Asake’s show, followed by an electrifying performance by Buju.

The massive undertaking was produced by premier entertainment company, Toroe Entertainment, collaborating with renowned live event consultants, 1908 Soul Empire. Given the enormity of creating 12 unique concerts in 12 days, they granted me and my creative team complete artistic license to craft distinct experiences at each show. Though the majority of events took place at the same Lagos venue, our challenge was devising refreshing performances every night. The only exceptions were Asake’s Abuja show and Seyi Vibes’ concert at Eko Hotel.

With such tight turnarounds, how did you keep the energy and originality flowing at this unprecedented rate?

With 12 back-to-back concert nights, our only advantages were creativity and flawless execution. One month before showtime, while artists were still rehearsing and sets were being built, I began working with my creative team to conceptualize every detail of the 12 shows. With the marathon about to begin, there was no time to go back to the drawing board once we flagged things off.

I decided to theme each concert around the headliner, tailoring the entire vibe and aesthetics to their distinct style, fans, tone, and personality. For instance, Adekunle Gold’s Lagos roots inspired us to kick off his show by filming him around the streets of the city. We immersed Buju’s fans in his soulful vibe with a beach bonfire setup and mellow light show. Every artiste’s show had bespoke set designs, visuals, and staging crafted just for them.

Managing this scope required meticulous planning and coordination. My team operated in two separate groups working round-the-clock. While one executed and struck a concert, the other prepped the next event’s load-in and rehearsals. As Creative Director, I floated between both teams, overseeing the entire endeavor to uphold our quality standards amidst the relentless pace.

Had you taken on anything as complex as this marathon series previously in your career?

As Show Director for Hilda Baci’s 5-day cook-a-thon, I gained great experience for Stacked December. Our company Tobems Productions handled the production, with cameras rolling nonstop for 120 hours straight. The cook-a-thon spanned more hours than the entire Stacked December concert run. While concerts typically run about 5 hours from 8 pm to 1 am, the Cook-a-thon was a true test of endurance.

The Cook-a-thon was a test of immense physical and mental endurance. But just as with that event, my team planned and prepared for Stacked December with military precision. We anticipated every possible hurdle, delay, and technical glitch. Between intensely pre-planning the productions and leading my dynamic teams, we were primed to flawlessly orchestrate this historic concert series.

What challenges did you face pulling off such an unprecedented back-to-back concert series?

The incredibly narrow turnaround windows between shows posed a massive logistical hurdle. We were constantly striking extravagant staging, lights, and other production elements right as the previous artiste ended their encore, then racing to reset and load in the next headliner’s concert-worthy setup with military precision. Artistes would have to conduct soundchecks on elaborate new stages amidst the controlled chaos of production load-ins happening all around them.

For Adekunle Gold’s theatrical show, we completely transformed the venue into an elegant Broadway-style space with luxe velvet curtains, sparkling chandeliers, and candle-lit tables. As soon as his encore ended, we had crews dismantling the ornate staging and draping to reset for the next genre-defying concert just hours later. There was simply no time for our teams to pause and revel in the success of any one show before it was a mad dash to prepare for the next production.

But this relentless intensity became a creative force that forged an unstoppable momentum among our team. The nonstop pressure pushed us to up our game and deliver more awe-inspiring sets.

My phenomenal production team at Tobems Production handled each herculean load-in and strike flawlessly. The partners who brought us on board coordinated security, permits, guest lists, and other crucial aspects beautifully – allowing me to focus purely on bringing the creative visions to life.

The sheer size of the enthusiastic crowds also posed unique challenges. Breakout stars like Asake and Seyi Vibes got trapped in seas of adoring fans, causing anxiety-inducing delays. For Asake’s Abuja show, we dispatched a police motorcade to navigate him through the crowds blocking his route almost five kilometers to the venue. Even military-level crowd control couldn’t diminish the frenzy around these beloved artistes. Managing the sprawling human landscapes took immense coordination, but luckily we experienced no major stampedes or injuries amidst the excitement.

After pulling off this marathon feat, what key lessons will you integrate into your future live event designs?

This unprecedented 12-day run reaffirmed that Nigerians have an undying passion for their homegrown stars. Having artistes sing live directly to their loyal fans fosters a powerful communal connection. Based on the reactions, I’ve learned our people don’t just want to hear the music – they yearn to feel personally serenaded by their idols.

We also pioneered creative “experiential walkways” at each show, immersing attendees in interactive environments reflecting the headliner’s essence. Surreal elements like contortionists, human mannequins, neo-gothic body paint and more allowed fans to engage with the stars’ worlds beyond just listening to songs. The crowds relished these activations, sharing photos of the haunting installations and many commenting they felt deeply moved by the experience.

This community-focused conceptualization is now the cornerstone of my live event design process. Each future show will focus on crafting a bespoke universe that satiates Nigerian fans’ cravings for multisensory, transformative experiences allowing them to connect with artistes on a deeper emotional level. Stacked December proved world-class productions alone are not enough – we must create communal ceremonies celebrating these musicians’ cultural impact.

Giving the kind of attendance that concerts of this nature attract, how were you about to manage the crowd?

A huge shoutout is deserved for our partners at 1908 and Toroe Entertainment for their stellar planning and foresight around crowd management. We executed 10 concerts in a brand new, untested venue inside the Palms Mall – yet encountered no crowd control issues, stampedes, or safety incidents.

Smart ticket distribution ensured orderly ingress. Detailed security protocols prevented any violence or misconduct in the impassioned crowds. Despite the frenzy at Asake’s Abuja show, meticulous coordination prevented any incidents there as well. Even at Eko Hotel where challenges have occurred before, our airtight planning guaranteed smooth operations. More than the venue, effective crowd management came down to flawless execution and planning by our partners.

How were you able to motivate your team and keep them focused through 12 consecutive concert nights?

This was an unprecedented feat, even for festival veterans used to multi-day events. To power through 12 straight shows, mindset and attitude were everything. We focused on enjoying the process – playing games, telling jokes, finding moments of fun and connection amidst the intense workload.

The countdown also kept us focused, making each show feel like a milestone. Scheduling one rest day mid-run allowed us to recuperate before the final push. Breaking down was normal given the relentless pace, but we rallied quickly, knowing the finish line grew closer.

Seeing the vision come to life through the incredible reception from fans also fueled us. The series reaffirmed Nigerians’ passion for live music and thirst for multisensory experiences. We knew we weren’t just staging concerts, but creating communal celebrations that would leave a lasting cultural impact. That purpose powered us through each load-in, rehearsal, and strike.

Any other behind-the-scenes insights to share?

It was fun collaborating with the artistes to push their stagecraft and choreography. Though some initially resisted expanding their act, the concerts ultimately showcased their performance range.

Our dedicated editing team also deserved praise. They rapidly compiled highlight reels as each night ended so we could immediately share concert moments on social media. Their round-the-clock work enabled us to engage fans in real time.

Overall, our success came down to military-level coordination between the creative, technical, and logistics teams. A shared purpose and collaborative spirit let us overcome each challenge and ultimately pull off something unprecedented in Nigerian entertainment.

What were some of the traits that enabled you to lead your team through the intense 12-day concert marathon?

Compartmentalization and laser focus were absolutely essential skills. With so many moving parts, I constantly had to switch gears instantly – bouncing between creative planning sessions, urgent logistical fires, and keeping our teams aligned. Whenever crazy last-minute issues arose, I forced myself to take a beat, calmly analyze the dilemma, then react.

There were many instances where an artiste would decide to change outfits minutes before taking the stage. In those high-stress moments, I relied on my reserves of patience and grace under pressure to avoid getting reactive or overwhelmed. I would think through solutions, weigh options, and then make a firm call. Having filler videos and materials ready allowed me to smoothly accommodate those unexpected hiccups.

Maintaining an even keel no matter the chaos around me enabled me to lead most effectively. I couldn’t afford to get rattled personally – that calmness gave me the clarity to continually solve problems and drive the productions forward through each intense turnaround.

Can you explain more about your creative team’s process for developing unique concepts tailored to each headliner and their fans?

As a marketing solutions company, our creative team was tasked with bringing to life the ambitious vision for 12 distinctive concert experiences. We started by immersing ourselves in understanding each headliner’s musical style, persona, fanbase aesthetics, and cultural footprint.

For instance, Adekunle Gold’s city roots and retro R&B sound inspired his Lagos-themed theatrical concert. For Omah Lay’s moody alt-R&B vibe, we crafted a darkly romantic neo-gothic world. We even analyzed the target audience’s demographics and energy to tailor the script and tone to speak directly to them.

This audience-centric creative process resulted in 12 concerts that reflected the headliners themselves. Our concepts amplified what made each artiste special through personalized environments that delighted their loyal fans.

What cutting-edge production techniques brought your technical vision to life so flawlessly?

State-of-the-art 5G broadcast cameras delivered ultra-sharp video quality that made viewers feel like they had front-row seats. Going completely wireless gave artistes the freedom to interact with crowds anywhere in the venue.

Our masterstroke was the dedicated highlight team. While the main camera crew covered the full show, these editors rapidly compiled clips into shareable videos. This allowed us to immediately post key moments, sustaining the buzz in real-time.

Extensive technical rehearsals were also critical. It allowed us to troubleshoot and perfect incredibly complex camera choreography and cues before the pressure of showtime. The results were flawless concert films worthy of the big screen.

How did you keep creativity, technology, and strategy in harmony to pull off this unprecedented achievement?

Maintaining open communication and collaboration across teams was essential. Our creative concepts directly inspired technical decisions around lighting, staging, and camera angles. The production then brought those designs flamboyantly to life.

Constant cross-departmental coordination ensured seamless end-to-end execution. For example, our camera blocking matched choreographed dancer moments on stage down to the second. This synergy allowed us to blend creativity and technology into an elevated fan experience.

Most importantly, we kept focused on the strategy behind it all – creating shareable memories and deepening artistes’ bonds with fans. This unified purpose motivated and aligned everyone involved to push the boundaries of what was possible.