Generally, getting an endorsement in business shows brand visibility and reputability.
In entertainment, once an artist gets recognized by any brand, his name, fame and face goes viral and attracts more wealth.
Celebrities are the role model of every society and once a familiar and favourite face is associated with a brand, people tend to pay more attention to its products and services.
So far, a hand full of Nigerian artistes have enjoyed the benefits of getting endorsed by companies and standing as brand ambassadors. Telecommunication companies in Nigeria have done justice to this course, making sure top celebrities are endorsed.
However, there are some very talented artists who have been consistently popular in recent past but are yet to shake hands with big brands over an endorsement deal.
Recently, Pepsi added Davido to the league of Pepsi ambassadors, which include Wizkid, Tiwa Savage and Seyi Shay. Other brands may have their eyes on one or two other artists they would like to endorse. This list of 10 Nigerian music stars who have been ignored over the years would help.
1. Terry G
No Nigerian singer has been recorded to beat the craze of Terry G. The ‘Ginger Master’ has consistently made hits and his electrifying performances are none to contest. Terry G has toured locally and globally, his songs are popular and he is loved by a majority, yet he is not the face of any brand.
Mr Oritsefemi is one of the hottest Nigerian artistes in recent years. The 31-year old has a couple of hit tracks including ‘Double Wahala’, ‘Body & Soul’ ‘Igbeyawo’, ‘Sukus’ and ‘Sexy Dance’. The Ajegunle-bred singer allowed D’banj to promote products including Koko Garri and Beats By Dre headphones in ‘Double Wahala remix’ video – a move which shows his willingness and availability for endorsements.
30-year old talented soulful singer and songwriter, Niyola, is signed to Empire Mates Entertainment and seems to be the right person for commercial airlines and other transportation firms to endorse. Her songs titles ‘Go on’ and ‘Last Bustop’ may just be what a transport company needs to boost their brand.
Once in the league of Glo ambassadors, 9ice has been neglected by brands for some years now, even though he still impresses fans with beautiful songs. Notwithstanding, the Conga Aso crooner still deserves a chance.
5. Wande Coal
Wande Coal is too cool a singer for brands to ignore. Former Mo’hits act, whose voice is a killer charm, recently dropped his second album to reignite his fame which seemed attached to his former label. His songs are gaining publicity again as his voice cannot go unnoticed. How come these brands are yet to notice?
6. Sean Tizzle
Since the ‘Perfect Gentleman’ was dropped by MTN last year, following a deal worth N20m, the dude is yet to be picked up by another brand. Could this neglect be due to allegations of ‘skin bleaching’ levelled against him by fans?
7. Adekunle Gold
Adekunle Gold successfully dropped hits back to back, from “Sade” to “Orente” to “Pick Up” and now “Ready.” A song title which seems like an indirect invitation to brands.
This Oga boss popularly known as Illbliss is one of the most hardworking rappers in Nigeria. He has made hits in the past, a couple featuring MTN Project Fame Winner, Chidimma. His size is “obvious”, so is his face and voice and he has what it takes to make any brand “obvious.”
This young singer has been making Bangers from Lagos To Kampala and several others. He’s had a couple of hits to his credit and any brand that partners with the 26-year-old will not regret it, as more brand visibility will be attained.
10. Mr 2Kay
Port-Harcourt born singer, Mr 2Kay, has been active in the Nigerian music scene since 2010. His label, Grafton Entertainment, has invested so much in his career, making sure his videos are on point. However, the waterside boy, who has gone international, is yet to get an endorsement, irrespective of his several tours and music shows.
Could it be that these Nigerian artistes do not have what any brand is looking for in an endorsement deal? Or the brands are yet to identify with their music, name and face?