Godly Showpromoter and the Evolution of Obito Highlife Music in Esanland

Few figures in Esan music history have had the cultural influence and staying power of John Okoduwa, popularly known as Godly Showpromoter. Widely regarded as one of the pioneers of Obito Highlife music, the veteran musician and Chief Ozemire of Uromi Kingdom has spent decades shaping a sound that blended Esan traditional rhythms with modern Highlife instrumentation, creating a genre that became deeply associated with celebrations, burials, and social gatherings across Esanland.

Born in 1948 into the family of Okoduwa Eboh from Idunmhu Ague Afandion in Uromi, Edo State, Godly Showpromoter’s journey into music began after watching legendary musician Sir Victor Uwaifo perform at Wisdom Hotel in Urom. The performance left a lasting impression on him and ignited his passion for music. Determined to pursue the craft, he later travelled to Benin City, where he joined Sir Victor Uwaifo’s band and learned the discipline, stagecraft, and originality that would later define his own musical career.

Drawing inspiration from Highlife legends such as Rex Lawson, Ebenezer Obey, I.K. Dairo, Chief Stephen Osita Osadebe, and Sir Victor Uwaifo himself, Godly Showpromoter gradually developed a unique musical identity rooted in Esan culture. At a time when musicians from Benin, the Eastern region, and other parts of Nigeria dominated social events in Esanland, he saw the need to modernize indigenous Esan sounds such as Asonogun, Ojeke, and Umahenbhonlen by Umobuarie Igberaese, Amojo, Ogenete, Kesi, Abolo Okodute and the rest and uses instruments like guitars, saxophones, drums, and amplifiers.

The result was what later became known as Obito Highlife music — a distinctly Esan form of Highlife that connected deeply with ordinary people. Unlike many Highlife musicians who mainly performed in hotels and elite clubs, Godly Showpromoter took his music directly to communities, especially obituary ceremonies, marriage celebrations, and traditional gatherings. This grassroots approach earned him widespread popularity and established Obito Highlife as a household sound in Esanland.

Over the years, he released several songs that became popular among Highlife lovers, including Osenebula Nomagbon, Shokolokobagoshi , Eyemo Olealen, Ibhokhan Nmukpano, Osenobula Nomagbon Alebalu and Nigeria My Country. His music often carried messages about morality, unity, hard work, respect for elders, and the transient nature of life. Through storytelling and socially conscious lyrics, his songs served not just as entertainment but also as a medium for cultural education and reflection.

Beyond his personal success, Godly Showpromoter is also respected for his role as a mentor to younger musicians. Several well-known Esan musicians, including Dr. Afile, Sir Sunny Ben, Ambassador Joker Boy, Alasagbon, Jereke Super Star, and Young Shall Grow, have either performed under him or benefited from his guidance and support. Many credit him for helping sustain and expand the influence of Obito Highlife music across generations.

Outside music, Godly Showpromoter also ventured into business, operating cinema shows in institutions such as Ambrose Alli University and Auchi Polytechnic, while also investing in ventures like photocopying and ice cream businesses.

His contributions to Esan culture and entertainment earned him recognition both within and outside the music industry.
About four decades ago, he received the title “Ozemire” from the Esan National Students Association for pioneering Obito Highlife music in Esanland. In 2022, the title was formally recognised and conferred on him by His Royal Majesty, Zaiki Anslem Odaloighe Edenojie II, the Onojie of Uromi Kingdom, making him the Chief Ozemire of Uromi Kingdom.

Despite personal tragedies, including the painful loss of his wife, Princess Juliana Okoduwa, during an armed robbery incident, Godly Showpromoter later remarried to Mrs. Anna Okoduwa has remained active in music and community life. In recent years, he revisited and remastered some of his classic songs in the album Golden Jubilee: God the Creator, reflecting on his journey and gratitude to God after decades in the music industry.
Today, John Okoduwa remains one of the most respected cultural figures in Esanland. His legacy is not only preserved in his songs but also in the generations of musicians he inspired and the enduring popularity of Obito Highlife music among Esan communities at home and abroad.