Nigerian is known as the capital of music in Africa. With many talented and creative singers and upcoming music artistes seeking desperately for recognition in this industry, the country can boast of a handful of talented singers from different genre representing Nigeria just like our sporting prowess.
For a secular artiste, endorsement from corporate bodies is a big advantage. The cash involved is a symbol of stability and having arrived. So, when the telecom companies courted artistes branding them as ambassadors, it was a welcomed development sought by both big and small artistes. MTN, Globacom, Etisalat and Airtel have all unveiled artistes as their ambassadors while existing ones have been renewed this year. Airtel endorsed five artistes so far in 2015 and they are 2face Idibia, Phyno, Patoranking as well as fast rising comedian Akpororo and Big Brother Africa (BBA) host, IK Osakioduwa. MTN also renewed its contracts with its brand ambassadors, Davido, Tiwa Savage, Don Jazzy and Iyanya. Olamide’s deal was also renewed with Etisalat with the likes of Seyi Shay coming on board. Burna Boy, Omawumi, MI, Bez, Flavour also had their endorsements renewed with Globacom.
Most times, the sums of money involved are hidden and shrouded in secrecy as no one really knows who got what. Other corporate firms have lined up to reach out to the younger generation via this endorsement strategy. The following is an estimate of who’s got the biggest endorsement among our musicians.
P SQUARE – N180M
The pop duo have been in the frontline of entertainment in Africa. The star singers, Peter and Paul Okoya known as P Square have been dominant Globacom ambassadors and their deals have been a subject of envy among colleagues. The Alingo crooners are a hardworking set of dancers and singers. P Square’s deal with the same outfit goes for N140 million. One of them, Peter Okoye is the face of Olympic Milk deals swelling their endorsement status. The singers definitely have other deals but these are what is known so far.
D’BANJ- N160M
D’Banj’s Globacom deal is close to N100 million according to findings.
In October 2014, D’banj signed a lucrative endorsement deal with Apple/Beats By Dre. The amount of his deal is undisclosed but should be nothing less than N50 million. The Kokomaster also got his own customised headphones which will be launched in December. He also became ambassador for Cîroc drink in Nigeria along with Banky W. ‘The Feeling the n!gg@’ crooner posted a bottle of Ciroc and Banky W posting a picture with his best friend, Tunde Demuren and captioned it ‘Showtime’.
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