Nollywood stars losing Endorsement to Musicians

After a phenomenal rise to global fame,
Nollywood celebrated its 20th anniversary
recently. It ought to be a time to dance
probably round the year, but things are far
from being rosy for the industry at present.
By Jayne Augoye
Before now, one area where a good number of
the screen stars had found consolation is that of
endorsements by corporate organisations,
especially telecom giants that include Globacom
and MTN. But the business world is fast shifting
its love to musicians.
In this day and age, it seems all it takes for an
average singer to hit it big in Nigeria is just one
single – which does not necessarily have to
convey a meaningful message. Then the money
begins to roll in – invitation to perform at high-
profile shows, a string of endorsements and so
on become the lot of the artiste.
Those affected by the decision include some of
its old hands, Ramsey Noah, Rita Dominic, Mike
Ezuruonye, Monalisa Chinda, Nonso Diobi, Uche
Jombo and Yoruba actor, Odunlade Adekola, who
got signed on in 2011.
On the flip side, Chioma Chukwuka, Ini Edo,
Funke Akindele and Desmond Elliot are
retained, at least, for now.
As expected, the list has not passed un-
scrutinised. The decision to drop Jombo, who is
not only scandal-free but currently wears the
toga of a producer and actress for Akindele, has,
for instance been queried by some people.
Interestingly, MTN also appears to be thinking
in the same direction. It has found love in the
arms of reigning singers such as Tiwa Savage,
Kcee, Inyanya, Praiz and Davido just as
Globacom has courted M.I, Omawumi, Lynxxx,
Bez, Waje, Naeto C, Flavour and Burna Boy.
Besides, the former once engaged the services of
top actors, Nkem Owoh and Patience Ozokwo, in
some of its campaigns and TV commercials in
recent years, but failed to sign them up as
ambassadors.
Again, the fact that some of the artistes being
signed on to both companies are still at the
teething stage of their careers, with just a hit or
two in their kitties, throws up more questions
than answers.
But it is also sure that it is the one who pays the
piper that calls the tune.
Traditionally, the concept of celebrity
endorsements is embraced by top organisations
all around the world because it helps to build
trust with current and potential customers,
while increasing the consumer's desire for a
product in the process
Also, radio and television personalities are
taking the shine off actors with regards
endorsements. These include big names like Dan
Foster, Toolz and Toke Makinwa, who recently
inked multi-million Naira endorsement deals as
Lipton Tea ambassadors. Toolz, Makinwa and TV
presenter, Eku Edewor, are also the faces of
recently-launched alcoholic beverage, Snapp.
Source: Punch Nigeria

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