Thursday, 23 January 2014

Charles Nova talks about the pros and cons of Genevieve Nnaji's 100million etisalat endorsement deal


 
So yesterday, Genevieve became the latest Etisalat ambassador in a contract said to worth N100m. In this latest article, Charles Novia talks about the politics of celebrity endorsements citing Genevieve's latest endorsement as his focal point.

He didn't fail to end this long voiced opinion with a well appreciated sentence! 

'My opinion is basically my opinion' well read how he put it all below! 

Congrats Genny!! 100million endorsement deal!! Queen supreme

A couple of days ago, there was an excited buzz on social media in Nigeria that Nollywood actress, Genevieve Nnaji, has been signed on as one of the new Brand Ambassadors of Etisalat, a telecommunications company operating in Nigeria and sundry parts of the globe. Amid the congratulatory messages from her fans sent to her on some sites, a few cynical remarks caught my attention. (By the way, congrats Ms Nnaji!)


One commentator simply known as 'Da Trut' wrote in one of the comments section in a blog which I reproduce here;
'Congrats, Genevieve. But wait o…your Boyfriend, D'Banj is a Glo Ambassador and now you are an Etisalat Ambassador. It has been reported that two of you will marry this year after being live-in-lovers and dating steadily for a while now. Since both of you have not denied this piece of news, I assume that it is true. With this new deal of yours, does it mean you cannot attend any show sponsored by Globacom in which D'Banj is a headliner despite him being your BF and you being expected to support your beau? And same goes for him too in any of your Etisalat sponsored shows? Won't your relationship be strained by this?'
However nosy this comment may seem to some people, there is an underlying fact which many celebrities and of course the general public have  overlooked when it comes to signing brand endorsements. Most of these contracts, if not all, are watertight for the artiste. The dos and don'ts imposed on the artistes could be argued in a civil rights court of law! But then, most artistes are quick to sign off the dotted lines basically because of the lump sum being paid to them by the competing brands. Which is all well and good too, depending on how you look at it.
And don't get me wrong. I wholly commend all the brands cashing in on the perceived goodwill and traction many of these celebs have and investing in their art and to a large extent, the entertainment industry. These brands have uplifted the creative industries through such investments and the industry is the better for it. Really, it is.
However, a glaring reality is coming to the fore and many may laugh it off right now but it is staring at us in the face. In 2013, many of the live events and sponsored concerts were tepid in performance value. Many of the top acts had been signed by one telecom brand or the other and since the headliners in the music industry have divided their brand endorsements among various telcos, many could not perform for friends or business concerns where a competing telco or brand was a major or support sponsor. This was basically because of watertight caveats in the artistes contracts which forbids them from attending such shows. Thus, most of the live concerts in 2014 in Nigeria were either lacking in major star power or just repititive in talents signed on by the brands. And the performance value of such events were basically average. Many of the brands which had campus shows suffered this fate.
In October 2013, the Nollywood Movies Awards held at the posh Intercontinental Hotel, in Lagos. Comedian Basketmouth had been hyped as the compere of the evening, supported by Dakore Akande. I was standing at the red carpet lobby, interacting with invited guests as we had cocktails when one of the organisers, Alfred Soroh,  came up to me. He whispered to me that there was a problem and it had to be solved urgently. Apparently, immediately Basketmouth came out of the lift and saw a huge backdrop with Etisalat written on it, he quickly dashed back and refused to compere the show. His reason was that he was a Glo Ambassador and could not be seen on an Etisalat sponsored show. It makes sense. When I asked the organisers if they didn't think it out before deciding on Basketmouth as the compere, they explained that Etisalat came in just a few days to the event. Segun Arinze, a tested and trusted hand, had to be drafted immediately to co-compere the event.
The example above is one of many others which are a usual occurrence. My gut feeling is this; the business will grow for the brands but the whole performance and event industry may very well suffer for this. For example, if a movie awards event had MTN as the major sponsor and 50% of the nominees are Glo Ambassadors, only an idiot would need explanations on why half the nominees would not be present at the awards even if they eventually won. Same goes for music awards events. This cycle is becoming predictable. And the performance value suffers for it.
But there may be those  who would argue that the brands are capable of sponsoring their own events with only their brand ambassadors as headliners. I concur but for every show such brands sponsor, it becomes predictable. I would know that any MTN show would have Wizkid, KCee, Davido, Don Jazzy and other ambassadors as performers just as a Glo event would have MI, Bez, Lynnx, Omawunmi, Burna Boy, D'Banj etc as performers. Truth be told, when you watch them once, you have watched it all. Bring them up again in another sponsored show, even for free and many would reluctantly attend just as many would not. Performance value.
Brand Managers reading this may well snigger at this but I would advise that they meet with their counterparts in other companies suffering this same problem and iron out a few of these issues. Artistes must be free to attend other shows of competing brands as long as they don't endorse the sponsoring brand nor endorse their own brand in such shows. Harmony is needed. The entertainment industry should not be cannon fodder for the corporate wars. In 2014, we all must enhance the performance value. (By the way, that phrase is my coinage and I think I like it.)
The artistes themselves must step up their game. There is too much emphasis on the cars they buy or the shoes they wear by their publicists, which is not bad by itself but it gets overdone and sometimes come out in bad taste. Artistes should be seen to be adding value to their lives and the society through more of personal social responsiblity programmes rather than personal 'I don buy am' publicity stunts. Granted, how they spend their money is entirely their business but the people out there don't really know how they MAKE their money most times. And it's not from shows or endorsements only as they are made to believe. Story for another day. What I am saying is; how many of these new generation artistes have impacted positively on the moral conscience and inspirational equity of the youths? Very few. In music, almost none. In Nollywood, just a cosmetic impact. Story again for another day.
But I am not going to knock anyone in this write-up. I commend the dedicated efforts we all have put over the years to build the entertainment industry to this level. But the level is still in a pre-foundation stage. The structures are lacking. As we like to say all the time ' but we will get there!'. Where 'there' is is as good your guess as mine.
And my opinion is basically, my opinion.

8 comments:

  1. Charles novia always has something to say gosh

    ReplyDelete
  2. This man sef
    Have several sits pls

    ReplyDelete
  3. I absolutely love your blog and find the majority
    of your post's to be just what I'm looking for. can you offer guest writers to write content available for you?

    I wouldn't mind publishing a post or elaborating on a number of
    the subjects you write concerning here. Again, awesome website!


    My web site; how to get rid of love handles

    ReplyDelete
  4. You are so cool! I do not think I've truly read a single thing like
    this before. So good to discover somebody with
    some unique thoughts on this topic. Seriously.. thank you for starting this up.
    This website is one thing that is required on the internet, someone with some originality!


    My web site ... i need a loan now

    ReplyDelete
  5. Howdy! Do you know if they make any plugins to help with SEO?
    I'm trying to get my blog to rank for some targeted keywords but I'm not seeing very good
    gains. If you know of any please share. Appreciate it!


    Also visit my blog blog internetowy

    ReplyDelete
  6. What is the problem troubling you? Do you need your Ex Back?, Do you have problems in your marriage? Do you have fight with your ex? are you in trouble of debt?, Do husband or wife divorce you?,what are those things killing your happiness?, making you so unhappy? you don’t have to worry no more because i have got a quick way in solving problems.

    My husband and I are both directors and shareholders in our family business. We have been married for 20 years but my husband is now going for a divorce, i agreed in the first place but i later realized what happens to my family and what rights will I have in the business if my husband divorce me, and i have worked so hard for my family and this business, i was incomplete and wondered what to do because he already went to court. I browsing on the internet when i saw a post on how a spell caster called Chief Nwaluta Mallam Zack helped someone bring back her ex, so i wondered if he can help me, i gave him the try and contacted him at his email nwalutaspelltemple@gmail.com, he told me not to worry that everything would be alright, i gave him the chance to cast the spell, he told me that in 48 hours my husband will come back and beg me, i never believed it at first, surprisingly completing 48 hours he came back and started to beg me not be to be annoyed about what he did, and now we are happy again. Thank you Chief Nwaluta Mallam Zack today my home is restored back if you are going through similar problem you can contact him at his private email {nwalutaspelltemple@gmail.com} Jessica Galan USA.

    ReplyDelete