Taranding vs Trending | Hausa Youth Entrepreneurship Visibility
By Prof. Abdalla Uba Adamu
They are both young boys, although one seems slightly older. From March to May 2025, they captured the attention and interests of Hausaphone social media with their radically different approaches to digital media visibility. In the process, they provided a template or script for the future of youth engagement in public culture and demonstrated the power of agency.
Taranding in an open cesspool (Kabiru Isma’il, Kano).
The first was Kabiru Isma’il, better known as Kabeer2pac (apparently a fan of the late American rapper 2Pac Shakur).He had 1.8m followers and 15.1m likes on his TikTok account, which prominently displays his phone number (or that of his agent) for advertising purposes. His early videos clocked in millions of views. His most famous video, in which he shakes the dust off his body and jacket, has earned 51 million views. He devised two strategies to achieve this fame.
His first videos were posted during the 2025 Ramadhan on 19 and 20th March 2025. In the videos, he was recorded immersed in a stagnant open cesspool of household wastewater (kwatami), dunking himself in it and smearing the sediments on his face. The videographer asked for his motives, and he replied he was doing so to “tarand” (trend) because he yearns for fame (ɗaukaka). He affirms he was not a lunatic. The video had 2.6 million views. He further explained that he resorted to this because his earlier attempts at trending were unsuccessful.
On 3rd April 2025, he switched from cesspool contents smearing to getting a sack of charcoal dust dumped on his head,which earned the video 14.8 million views. By then, his fame spread because the CoalDust video he posted two days later earned him 51 million views. His videos attracted Gwanki Travels and Tours International Ltd in Kaduna, who invited him and offered him a free ticket to perform the lesser Hajj, Umrah. Beaming with happiness, Kabeer2pac declared his gratitude that he had achieved the fame he had sought and had “taranded” very well. Of course, Gwanki also trended because they were riding on his coat-tail, as it were, to advertise their services.
Reactions to Kabeer2pac’s fame and fortune were varied but predictable. Most commentators were happy for him and took umbrage at any view that condemned his behaviour as unhealthy and unbecoming. Some Muslim clerics condemned him. Others were against the money spent on his Umrah, arguing that he was young and the money should be invested in either a trade or his education. His behaviour led to copycat copying.
Quite soon after it started trending, copycats appeared in various guises, including a cesspool girl, from dousing themselves with petrol to set fire on themselves, to having cement blocks banged on their head, to immersing themselves in a stagnant pool of waste water. In one case, a young boy entered a soak away— all in their desire to “tarand” and possibly get a free Umrah ticket.
In an RFI video interview posted on 16th April 2025, Kabeer 2pac admitted that the possibility of his social media celebrity status is likely to be short-lived, as he understands that people will soon get bored with his antics and switch to something else. But for the period he was trending, he was happy with the endorsements he received and his branching out into comedies and short dancing skits in his trademark winter jacket.
He has accurately anticipated the ephemeral nature of his antics. About two years ago, others who trended and quickly faded away were even more famous and established what I call “celebrification culture”. The first was Ale Rufa’i Bullgates, who devised his own currency, “Gangalion”. He was followed by Ale Umar Bush, whose speciality was foul-mouthing everyone around him. Each was given a social media celebrity status – private jets, fancy meals, endorsement deals by fancy local merchants. Ale Umar Bush seemed to have a Middle-Eastern “girlfriend”. People mocked their mental health and turned them into the theatre. That was probably why Kabeer2pac prefaced his first video by proclaiming that he was not mad.
What motivates people to watch grisly events as lookie-loos, whether on screen or in physical spaces? Kabeer2pac’s audience can be called voyeuristic or spectator audiences. Odd or outlandish behaviour fascinates them because it provides novelty, entertainment, and sometimes a sense of shock or disbelief. Due to its unconventional nature, such content often triggers curiosity, amusement, or even a desire to share with others.
Trending Young Dangote (Sadiq Usman Ahmed, Kurmin Mashi, Kaduna)
In contrast to Kabeer2pac, Sadiq was a street hawker in Kurmin Mashi, Kaduna, whom someone tagged Young Dangote. His nickname refers to the Hausa business mogul Aliko Dangote, the richest Black man in the world at the time. Anwar Textiles Ltd discovered him at a traffic stop in Kurmin Mashi, Kaduna, on 18th May 2025, when the young lad, who looks about 13 years old, was hawking car fresheners.
Intrigued, the videographer asked how he started the business. Beaming an incredibly infectious smile (alone enough to make you buy his ware, even if you had no intention of doing so), he said he started with ₦300 with which he used to purchase cotton buds for ₦50 and sold for ₦70-₦100, before moving to products he bought for ₦350, selling at ₦500, happy with whatever profit he made. Gradually, his capital reached ₦5,000, then ₦1000, “har jari ya kai dubu hamsin cifi cif”/up to ₦50,000 neat. He said he prefers schooling to hawking, but poverty forced him into hawking. He relates this with a devastating, charming smile and enthusiasm for his current station in life, clearly with a business goal in mind.
Touched by his resolve to improve his business, the video was posted on Anwar Textiles’ personal account and went viral. This impressed so many people (including the Pop Cola company in Kano) that they sent their widow’s mite to Anwar Textiles to improve the boy’s capital. Some asked for an account. In a very honourable way, Anwar Textiles traced the boy’s father. They recorded a video in which the father explained their happiness about the crowdsourcedfunding efforts made by Anwar Textiles. He emphasised that they were not begging for assistance as such (they were well off, but had a bad patch in life), but are grateful to those who contribute to the boy’s entrepreneurial ambitions. An account number was given.
By 16th May 2025, Sadiq had over ₦300,000 capital and a larger basket to hold more products, which Anwar Textiles helped to purchase for him. The balance of the money was handed over to the father. He thanked Anwar Textiles for making it possible for people to know him. He displayed his new “mobile shop” and declared, “daga nan sai ƙasar waje, inshaa Allahu”/next, overseas, by God’s grace. He also stated his intention to go back to school soon.
I find Anwar Textiles honourable. He located the boy, helped him, and supported his family. Importantly, he did not engage the boy in a gaudy marketing gimmick for his company, as done with Kabeer2pac. The boys’ marketing strategy was brilliant, as seen in a video posted a few days later in which he persuaded a motorist to buy more car fresheners than the customer actually intended to buy!
Both of these teenage boys demonstrate what personal resolve can achieve. Through social media, each person has attained something they wanted at the beginning of their lives. Kabeer2pac’s social media platform, which thrives on trends and viral content, where the unusual or unexpected can quickly gain traction through likes, shares, and comments, further amplifying its reach, worked perfectly well. He has the fame (ɗaukaka) he strives for.
For Young Dangote, who has no social media presence (I even doubt if he has a phone, for he would probably plough the money into his business), we see what the power of crowdfunding and simple determination can do spontaneously. Comments from those who knew the family indicated that they were stable (as indeed even the father stated), but went through a bad patch. Instead of mourning their turbulent period, Sadiq dropped out of school, picked up a basket, got some money, bought car fresheners, and started hawking them at traffic stops. The rest, as they say, is a viral history.
Social media can be a space for what Bala Muhammad (Adaidaita Sahu) at the DEEDS Book vs Screen May 2025 KHAIRUN Dialogue refers to as “digital iskanci”—or something else. Your judgment of each is, of course, personal.
