Brand promotion: The romance between brand managers and celebrities
By Felicia Nwosu
Nigeria, no doubt, is not just blessed with a population of over 200 million people and countless mineral and natural resources, its most outstanding blessing is the unique, versatile and well talented human resource some of whom are globally acclaimed in their chosen field of endeavours. Nigeria is a land of abounding creativity. Expectedly therefore, brand managers who are always looking for opportunities to expose their brands where target markets cluster, are enamoured of the huge marketing potentials of Nigeria’s population and celebrated talents.
These talents find expression and abound mostly in the entertainment industry; hence, the industry is one in which Nigerians have particularly excelled. Many Nigerians are already iconic and global brands either in the, fashion, sports, movies or music segments of the industry. Such Nigerians include, Agbani Darego, Anthony Joshua, Omotola Jolade Ekeinde and Femi Kuti. These and many others have garnered for themselves, fame and recognition far beyond the country’s borders. The annual pan- African awards for movies, Africa Magic Viewers’ Choice Awards (AMVCA) and music, All Africa Music Awards, AAMA (also referred to as AFRIMA), are dominated by Nigerian artistes. This has led to increasing global demand for Nigerian entertainment products and popularity of the artistes.
The potential of the industry is still unfolding. Already, it is believed to be third largest globally. Nigeria’s media and entertainment industry is currently estimated to be worth $4billion though, significantly lower than the United States of America that is put at $598billion. Nevertheless, progress is being recorded as Nigeria is next to India, which has an estimated sector size worth $17billion.
As the industry grows, the artistes, musical or movies, who are the growth drivers, are happy partakers in the multiplier effects of the growth. They have become award-winning celebrities with soaring popularity and fan base. Some have gone international and are fast becoming global brands with global appeal. Nigerian artistes have ‘conquered’ Africa and are now making their presence felt on the global stage. All these sectors mentioned have been able to give birth to what many might call royalties, or outstanding celebrities who have made Nigeria’s name and voice to be heard in places like the Oscar Academy Awards and the recent Nigeria’s film industry entry into Netflix, showed that Nigeria has attracted global attention through these celebrities. Burna Boy and Wizkid’s Grammy awards this year have further highlighted the Nigerian entertainment industry for global attention. These award winning artistes have not only become popular with huge fan base, they have become attractive to brand managers who enlist them as brand ambassador/icons.
According to Mrs. Dolapo Otegbayi, a Specialised Nutrition Director at Friesland Campina WAMCO, Nigeria’s foremost dairy company, “Having a huge number of followers comes with a lot of benefits, especially for big brands who know that celebrities come with lots of influence, as influencer market in boosting their company’s image and brand. She pointed out that consumers’ touch-points are multi-dimensional, which suggest that brands must be distinctive in the various market strategies, to ensure that it adds value across the consumer divide.
In choosing your iconic celebrity brand, however, there are lots of factors to consider. According to a media expert, Mr. Ozoemena Mbanefo, founder, Oxygen Academy, one of Nigeria’s foremost adschool of brands and marketing communications, authenticity is very important. “If you are not original, then you are fake. Authenticity has to do with integrity, passion and emotion, for it to add value.” This means that brands must choose celebrity who are authentic, and can sincerely and passionately join in championing any social cause or engagement that the brand is involved in.
Brands must also learn to endorse celebrities who have emotion to render authentic value through their entertainment and integrity that will attract good amount of fan base. They must also be passionate in telling the brand’s story to their fans as well as in adding value to the brand they are representing.
Below are some of the celebrities whose popularity and large social media followership base have made irresistible to brand managers.
Davido: Top on the list with the highest number of followers of 18.8 million, as well as on the roll call of the richest celebrities in Nigeria, is this artiste whose net worth is N8.2 billion, and whose appearance fee alone, ranges from N6million to N10 million per show. David Adeleke, known by his admirers as Davido or Omo Baba Olowo, was ranked by Forbes as the most popular youngest artiste, not just in Nigeria, but on the continent, with lyrics and rhythms that have garnered many awards and nominations. This is a big-plus for any brand that he is representing, although he has already been signed on with Infinix’, Pepsi, Axa Mansard and First Bank of Nigeria, Sony music, Travelbeta, Pampers, Close Up, and Accessbet which are all worth millions of naira.
Davido became the first Nigerian to be ranked on the Instagram rich list as number one. It is no news that the singer, who has shared over 4,000 posts, does not follow every single person on his account this year.
Yemi Alade: This is another celebrity with a strong fan base. This Afro-pop star has stolen the number two spot with 12 million followers, and this has made her an iconic brand. Nigerian singer-songwriter, popularly known as ‘Mama Africa’, is truly what she is considering the crowd following her and many popular brands chasing her too.
Tiwa Savage: Next on the list is Tiwa Savage, a talented musician ranked by Forbes as one of the rich female musicians for 2021 in Nigeria, winner of various international and local awards such as MTV Africa Music Award, Two Headies Awards, and many others.
She has endorsement deals with brands like Maggi, MTN, Pepsi, and she is equally enjoying some endorsements engagements with her son, from big companies like Twisco (Promasidor Nigeria Ltd) and Huggies. Her instagram is buzzing with 12.1 million followers, with a net worth of N5 billion.
Funke Akindele-Bello: Popularly known as Jenifa, Funke is a versatile actor who is touted to be the richest female celebrity in the country currently. With a net-worth of $30 million, Funke has over 12.1 million followers. She rocks endorsement deals with brands such as Vita foam, IrokoTV, Dettol, and many others.
Wizkid: He Sits as the Chairman and Owner of Star boy Music Record and rated as the most popular and richest celebrity in Nigeria for 2021. “Holla at Your Boy” crooner, Ayodeji Ibrahim Balogun with the stage name, Wizkid, has continued to soar high as he continues to top the charts as the most listened song.
Wizkid, with a net worth of $50 million, according to Forbes, became the first Nigerian musician to have over one million followers on Twitter in February 2014, and also boasts of a fan base of 11.6 followers currently. He is not just big in the music industry alone, but in his pockets, as his endorsements deals are juicy, coming from top companies such as Glo, MTN, Pepsi, UBA and Techno. Wizkid signs deal with Nike for Starboy Jerseys, Guinness, Nike, and Ciroc for now.
Ini Edo: This talented actor is another celebrity whose brand is tick, and stands out as an iconic brand with a fan base of 10.6 million followers. She also has a contract with Slim Tea Nigeria and Persian Couture, a cosmetic brand. Ini Edo’s net-worth is $9million dollars; another brand to look out for.
Erica: Her real name is Erica Ngozi Nlewedim, a model actor with a net worth of $100, 000. She garnered an incredible fan base from her stay in Big Brother House, which has helped her to stand out. Just like Laycon, Erica is the strongest personality out of the 2020 edition of Big Brother Naija Show.
Her stay at the house earned her fame and influence, which companies can take advantage to ride on this massive support system from fans and well-wishers. She participated in the MBGN pageant and won the Miss Photogenic award from the pageant. She has endorsement deals with bransd like Access Bank, Maltina and Zaron Cosmetics after Big BrotherNaija Show. She got bigger brands Peak Milk, and a double endorsement deal with Star Radler and Legend Extra Stout, two of the most revered brands from the stable of Nigerian Breweries Plc.
Falz: For years, Falz, born Folarin Falana, has distinguished himself as one of Nigeria’s best rappers and musicians. But in 2020, he further cemented his legacy with his works outside of music.
He is energetic and also almost everywhere, although he already had deals with some big brands such as MTN Nigeria and WenmallNG, but there is no limit to the prospect of his talent.
Burna Boy: This Afrobeats icon has created an unshakeable niche for himself. As the Afrobeats to the world movement continues to gain grounds, Burna Boy has become the poster boy with now two back-to-back, critically acclaimed albums.
His hard work and dedication has not only made him a nominee but also an outstanding iconic brand winner of the 2021 Grammy Award.
He stands elegantly with a net worth of N6.3 billion, endorsement deal from Star Lager Beer, Globacom, and Mortell Cognac, while being surrounded and supported by 6 million followers.
Don Jazzy: He is the boss of the Marvin Records with net worth of N7.7 billion. Don Jazzy has fully transitioned from a record label owner and producer to Nigeria’s biggest influencer, which is why endorsement deals are also on his name. He has about 9.9 million followers and that has made him a go-to ambassador for brands, though Glo, Konga, VBank, are the brands enjoying his iconic personality for now.
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