By Emmanuel Ukudolo
November 26, 2015 – Every artiste no doubt looks forward to the day he would be endorsed by a notable brand due to the razzmatazz and financial offers that come with it.
But in Nigeria, it seems endorsement is gradually becoming a curse instead of a blessing that it should rightly be.
For instance, after establishing himself in the pantheon of pop music in Nigeria, Sydney Esiri, AKA Dr. Sid, a qualified dentist who ventured into music as a rapper when there was little evidence that being a rapper in Nigeria can pay a man’s bills, took the bold step to branch out into acting.
The son of the late screen icon, Justus Esiri, made his debut in the romantic comedy ‘Last 3 Digits’ in a supporting role and delivered an impressive performance.
Ahead of a November 27 cinema release, Dr. Sid should be excited and a bit anxious about the verdict of movie goers about his performance in particular and the quality of the movie in general.
He, alongside an all-star cast that include Nonso Diobi, Padita Agu, Bimbo Manuel, Bishop Imeh Umoh, Rachael Oniga, MI Abaga and award-winning director Moses Inwang should ordinarily be sorting out their outfit and preparing for interviews but the excitement seems to have been overshadowed by the debilitating small matter of conflicting marketing interests occasioned by celebrity endorsement.
When Dr. Sid signed up to do the ‘Last 3 Digits’ in 2012, he was a free-agent, so to speak. The movie which chronicles the mad quest of a young man to find the last 3 digits to the phone number of the girl of his dream whom he lost contact with but later encountered at a mall, has heavy Glo presence in imagery, branding and mention but there was absolutely no problem – at least, as at then.
Fast forward to November 2015 and the movie hits the theatres but there’s a snag. Dr. Sid is now an MTN ambassador, so his presence in the Glo-heavy movie has become a bit of a burden.
If earlier scenarios where there has been reported attempts to sanction ambassadors and bar them from all real, perceived, direct or remote links with the competition’s activities are anything to go by, Dr. Sid’s main concern now would not be his wardrobe, the red carpet interviews, the glitz around the big moment and the verdict of the fans on his acting skills. It would rather be questions. Questions like …will there be Glo presence at the event? What degree of branding will they deploy? What will the guys at MTN think? Can I attend the premiere at all? If the competition plays up the awkwardness of my presence in the flick, will it affect my chances of a contract renewal with MTN?
The war among telecommunication companies in Nigeria is fierce and perhaps nowhere is it more manifest than in the arena of the arts and entertainment where the play is basically via the medium of celebrity ambassadors.
There are reported cases where Waje and Omawumi found it difficult to join American R&B/soul superstar Mary J Blige on stage because the concert enjoyed Airtel sponsorship support while the singers were Glo ambassadors.
Chocolate City has also been reported to have had a difficult time talking Glo into “allowing” MI appear on the Etisalat-sponsored Ice Prince’s Fire of Zamani concert.
Innocent Idibia’s absence at the premiere of Kid’s Say ‘The Darndest Things Season 1 where he appeared as a celebrity guest was reportedly at the behest of Airtel and so on.
While there are great parts to the brand endorsement deals for both brand and celebrity, the restrictions to creative expression and collaborations need to be re-examined with a view to striking a better balance between artistic development and marketing ends.
In a brilliant piece, posted on his Facebook page, ace comedian, Gbenga Adeyinka questioned the rationale for barring ambassadors from direct or indirect link with competition’s activities, stressing that it has been a creative problem especially in live shows.
From all indications, this scenario is likely to persist unless the artistes who are often too forward and sometimes beg for endorsement look for ways to expunge such obnoxious limitations from their contracts or turn down the offer where the brand is general seen to be unreasonable.
