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.
Some of its viral effect
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