As we all know, the driving force to a brand's success is majorly rested on good PR and marketing. For celebrities it's a bit easier to push a brand, with an already existing bunch of loyalists and fans before the nitty-gritty phase of marketing. They get paid to flaunt or represent other brands in events or gatherings, so it just add up to why endeavors on their own path should be half work done.
Now having observed all the perks that comes with being a celebrity, be it an Musician, actor, athlete or media personality, it occurs to me that the window is not properly utilized or acknowledged by Nigerian celebrities.
At the expense of coming through so cliché, I'd like to observe few American celebrities who have built bigger income routes and fortune off their existing fame. Now, I'm not just stating the obvious and leaving it at that. There's a failure of treating this side hustles as a full fledged business on the path of our Nigerian/ African acts. Getting a competent team to take up different departments in marketing, branding, sales and distribution.
Real quick, lemme pry into the foreign artists businesses (literally) and their brand partnership, reinvestments and diversification.
SEAN COMBS diddy founded 'Sean John' in 1998 and made its mainstream debut in 1999 with a men's sportswear collection. In a bid to further expand the brand, he produced the first nationally televised runway show during new York Fashion week. In 2004, he invested company stock into a high end label called Zack posen. He also purchased a street wear lifestyle brand 'Enyce' for $20 million. A month later he also unveiled his new award winning fragrance 'I am king'. In 2010 he went into a partnership with Macy and macy.com to be the sole distributor of Sean john sportswear both online and retail stores.
Sean combs have involved a truck load of fellow celebrities to aid his venture in representing his brand. Celebrities like: Dwayne wade, Channing Tatum, Jamie Foxx, Mariah Carey, Usher, Rick Ross, Mary J Blige, Pharrell Williams and a whole lot more. The brand's annual revenue is said to be over $50 million. That's way more than his annual returns as artist. And oh! He owns bad boy records too.
JAY-Z. His entrepreneurial wings cut through real estate, beverage, clothing, sport teams and record label. I must say, he got his hands full. He started out Co founding 'Rocawear' clothing for men, women and children. He later sold the rights to a company for $208 million, still retains his stakes and oversee marketing and product development (badass!). He Co owns 40/40 club with branches in Tokyo and Singapore and has plans to expand it into 20 airports. He's also a Co brand director at budweiser. He was part owner of the Brooklyn nets basketball team till he sold his shares to ventured into representing athletes as a sport agent. He's also the executive producer for the basketball video game 'NBA 2k13'. In 2013, he launched his own sport agency Roc Nation Sports. In 2014, he invested $200million on 'Armand de brignac' champagne as th second investment in alcoholic brand for him. In 2015, he finalized the acquisition of 'Tidal' from a Norwegian media technology company. Two months later, he also invested $200million into Jetsmarter. An app that helps people book private jets on phone. He also collaborated with Cohiba to launch his cigar. The business portfolio for Jay keeps going.
RIHANNA. Her first fragrance is "Reb'l Fleur" back in 2011. It was estimated to have earned $80 million in retail. A promotional campaign was shot forthe fragrance. She expanded with another brand of fragrance called 'Nude' and subsequently added the the 'Rogue' perfume. She also Co owns a share in the tidal company alongside other major artists. She launched her puma fenty footwear that had a global mass appeal, topping it in 2017 with the launch of cosmetic company 'Fenty beauty' under LVMH kendo brand with a partnership worth $10 million.
Dr Dre got beats by dre headphones that got purchased for $3billion.
Kanye got yeezy.
Lil Wayne got truckfit.
Chris Brown got Black pyramid.
Nicki minaj got pink Friday and minajesty fragrance.
Drake got OVO radio.
Tyga got last kings clothing.
The list is too long I tell you. So now let's return home and look at our acts. This is not geared towards demeaning or sabotaging any body's effort. But we can see the margin and how opportunity is less capitalized on.
Now this work can't be complete without bringing forth the brands or ventures started by our own celebrities that eventually water down. It's actually an issue to look because it's like a laid down path for all of em. None have really made that thrust and difference.
Most of them are into wears, which is easy for a musician to sell as it can go with his brand.
Let's look at wizkid's Starboy snapback. You would think that an Instagram post about your product on his page can do the trick for you but it didn't, even for him. The PR for the product was weak and limited to just social media accounts. Some of his fans don't even know about the brand till it was laid to rest. My guess is that he just played a bit.
PHYNO tried with the 'Alobam' tees and sweatshirts. To be honest the Alobam rave almost did it for him and it was really up in our face. But the decline of the brand stung with the 'Aba made' (sub standard) brothers expanding their business in someone's business.
ICE PRINCE also tried the snapback market with the '24' brand. Quite a nice design and variety in colors but it wasn't out there much and it eventually died.
SARKODIE had a fair run with his sark clothing. It was publicized to a very commendable level I must say. Fashion exhibitions were carried out for launch of new products and all but all that hype and energy went away after the startup phase.
D'BANJ. He has to be the most dedicated and informed entrepreneur in the music industry I must say. Firstly for picking out something away from the norm to bank on as a music artist like 'Koko garri' and channeling his UN ambassadorship to promote agriculture and align his product or business with the movement. He also involves fellow acts in the awareness programs. He got his koko garri endorsed by Dangote and Bill Gates (epic).
DAVIDO is just at the early stage of promoting a clothing brand with the theme title of his song 'IF'. The move really seems nice and wise since he's not just doing a social media solo op but partnering with a renowned fashion brand 'Orange Culture'. The brand was exhibited at the just concluded lagos fashion week and he made his first runway debut.
Well. Be that as it may, I'd like to think they're still experimenting with brands till they slide perfectly with one. That's usually how it works.
Thanks for reading.
Catch me on Twitter and IG @Iam_dr_moh
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