What’s the latest news on endorsement deals as we wrap 2013 up? Throughout the year, artists like Seyi Shay, Wizkid, Ice Prince, Davido, Olamide, Waje, Lynxxx, Burna Boy and many more have all signed endorsement deals with various brands including Etisalat, Globacom, and Guinness Nigeria. Closing out 2013 we have even more endorsement deals with announcements made by D’Banj and Storm 360’s Sasha P.
Sasha P just inked a deal with leading telecommunications company Etisalat. It is a good look for her and equally good is the style, image and sound transformation we have witnessed her brand go through in the past few years. I also dig her recent weight loss. She looks fabulous. She is working on a new album and from the looks of things, she is prepared to really take on the music industry and Africa in 2014.
In 2010, we saw D’Banj part ways with Globacom after disputes over contractual fees. A 70Million Naira deal was allegedly slashed to 40Million and certain fees for performance he wanted, rejected. Three years later, D’Banj returns to re-engage the Globacom brand in a way that will keep both business partners (D’Banj and Globacom) relevant for a while to come. I think the new D’Banj ate some humble pie and has what it takes to be even more successful and stay there.
As an aside, I am generally curious to see the specifics of the deals some of our artists are signing with these telecommunication brands over in Nigeria. That’s where I rely on you folks at AML to work your magic and share. One reason I am interested is because the industry appears saturated with a lot of endorsement deals these days and I wonder the impact in the long run, for the brands, the artists and the music ecosystem as a whole. That, needless to say, hinges on the deal terms that are being struck.
Feel free to please black out or redact the names of persons involved in the deals when you send a sample contract to me. I am simply interested in just seeing the kinds of legal terms struck by and with these companies.
On another note, D’Banj also brokered a new deal with Mo’Abudu’s EBONYLife TV to air the second edition of his Koko Mansion Reality TV show.
Speaking of reality tv shows and wrapping up 2013 is Nollywood’s Jim Iyke who rounds things off with a renewal of his reality TV show ‘Unscripted’ for two more seasons with Africa Magic via IFactory (the production and distribution company behind his reality TV show).
Congrats to all artists/talents who diversified their portfolios this year and brought in even more revenue because of the diversity. Some did it quietly, some shared with the world. Either way, way to stay on your hustle.
D’Banj’s 2010 Glo Performance