Music Business

Sync deals: Diddy’s use of Mr. Eazi’s ‘Skintight’ hit song for his Ciroc Ad is tacky and not a fit

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Unless you’ve been hiding under a rock, you know and have heard the hit single by Nigeria’s Mr. Eazi titled ‘Skintight.’ It is an awesome track that is romantic, memorable, and just perfect. With a song like that, certainly, it is no surprise it has had such a strong reach on the continent and in the diaspora. It is also no surprise that ad agencies, film and television producers would be interested in sync licenses for the song.

While the idea of sync licensing may be new to most African artists, surely Mr. Eazi has to know about the concept of brand compatibility. He is a serial tech entrepreneur turned musician. Which is why I’d like to know how Mr. Eazi’s explicit brand values and his hit single go with this tacky Instagram Ciroc ad by Diddy?

I fail to see it. And please don’t tell me as Africans we should just be happy that an American celebrity wants to affiliate with a rising star. It shows a lack of understanding and appreciation for brand value, identity, and following the money in the music business.

If you are wondering what sync licenses are, listen to the podcast below to get caught up.

-Ms. Uduak

The song

Some of its viral effect

Beyonce ‘Black is King’ Roundtable (Full Video)

Listen to the Latest AML Podcast Episodes

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Africa Music Law™

AFRICA MUSIC LAW™ (AML) is a pioneering music business and entertainment law blog and podcast show by Fashion and Entertainment Lawyer Ms. Uduak Oduok empowering the African artist and Africa's rapidly evolving entertainment industry through brilliant music business and entertainment law commentary and analysis, industry news, and exclusive interviews.

Credited for several firsts in the fashion and entertainment industry, Ms. Uduak is also a Partner and Co-Founder of Ebitu Law Group, P.C. where she handles her law firm’s intellectual property law, media, business, fashion, and entertainment law practice areas. She has litigated a wide variety of cases in California courts and handled a variety of entertainment deals for clients in the USA, Africa, and Asia.

Her work and contributions to the creative industry have been recognized by numerous organizations including the National Bar Association, The American University School of Law and featured in prestigious legal publications in the USA including ABA Journal and The California Lawyer Magazine. She is also an Adjunct Professor at the prestigious Academy of Arts University in San Francisco.
For legal representation inquiries, please email (uduak@ebitulawgrp.com). For blog related inquiries i.e. advertising, licensing, or guest interview requests, please email (africamusiclaw@gmail.com). Thank you for visiting Africa Music Law™.

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