Why Imitation is the Enemy of Greatness in Media – Tunji Ajibade

IBADAN – In the heart of Nigeria’s broadcasting hub, a timeless Yoruba proverb is sparking a fresh conversation about the cost of mimicry in the creative arts. The saying, “Igi kìí gbé abẹ́ igi kó di igi”—literally translating to “a tree growing under another tree cannot flourish to become a big tree”—is being held up as a warning to a new generation of broadcasters and entertainers.

The discourse, recently amplified by broadcast journalist and analyst Tunji Ajibade, highlights a growing trend in the industry: the rise of the “perfect imitator.”

The phenomenon was brought into sharp focus during a recent live radio program in Ibadan. Listeners were momentarily stunned by a presenter whose tone, rhythm, and delivery were indistinguishable from the late, legendary broadcaster Gbenga Adeboye. While the technical mastery of the imitation was impressive, it raised a fundamental question for industry stakeholders: Can a shadow ever build a legacy?

“Imitating another person might put food on the table, but it seldom builds a lasting name,” Ajibade noted, reflecting on the trap of sounding like a carbon copy of an icon.

The metaphor of the tree is more than just folk wisdom; it describes a mechanical reality in professional branding. In nature, a larger tree’s canopy blocks the essential sunlight required for a smaller tree beneath it to photosynthesize and grow.

In the media landscape, the “sunlight” is audience recognition and originality. When a professional builds a career entirely within the stylistic shadow of a predecessor, they face three distinct barriers:

• The Comparison Ceiling: The imitator is never judged on their own merit, but only on how closely they resemble the original.
• The Lack of Authenticity: While the “sound” can be copied, the soul and lived experience that birthed the original style cannot be manufactured.
• The Branding Dead-End: History remembers the innovators—the Sunnys and the Pasos—not the “Sunny Ibadans” or “Paso Igbooras” who remain reflections of someone else’s light.

For those operating in news publishing, video production, and digital media, the message is clear: distinctiveness is the only path to enduring relevance. Legendary musician Ebenezer Obey once reinforced this sentiment, stating that it is impossible for a copyist to surpass the originator. In an era where “viral” content is often short-lived, the creators who achieve “stop-and-stare” engagement are those who dare to develop a unique brand voice and high-definition visual identity.

The consensus among analysts is that while imitation offers a shortcut to temporary attention, true greatness requires the courage to step out from under the shade. Only by choosing originality can a creative professional grow to their full, unblocked height.