OPINION: Endorsement deals Vs good reputation and content
18 November 2013
Celebrity endorsement is a form of brand or advertising campaign that involves a well known person using their fame to help promote a product or service. Celebrity endorsements were at first very common in the US but in the last couple of years the trend is fast catching up in Kenya.
Being a very lucrative deal in terms of making good money, at some point in their careers local musicians should wonder about getting an artist endorsement.
A year ago Beyonce signed an endorsement deal with Pepsi worth $50M which is 4.2 Billion converted to Ksh. That got me questioning real hard the career path I chose, I mean with that kind of money there is only so much i can do with .
Back home some of the big names in the industry have had good deals with corporate companies. A while back Jua Cali signed a deal with Telkom Orange worth Ksh 10M and recently another one with Guiness.
Other artists who have had endorsements include; Daddy Owen – Airtel, Wahu – Rexona, Nameless & Esther Wahome – EABL, Wyre – Samsung and Juliani – Google Plus.
Looking at all these artists one thing they have in common is the influence they carry and also the content of their music; not forgetting that their ‘standards’ serve them well.
For any musician to get such deals then their reputation should be good musically and character wise. Of course we’ll listen to your party songs about drinking alcohol, chasing women and all the good times you have but then again I’ll also want to hear you doing a serious song because life is not all about partying.
The content of your music is key if your want to get endorsements. No company will be willing to associate with an artist who’s all over the news with all kinds of scandals which means that your character and discipline as a person is very key.
The idea of having you as an endorsement brand is to transfer your celebrity image to the product so that those who use the product are associated with the image.
In the coming years celebrity endorsements deals especially for those in the music industry will be in plenty but only those artists who sell themselves right will capitalize in this great opportunity.
Being a very lucrative deal in terms of making good money, at some point in their careers local musicians should wonder about getting an artist endorsement.
A year ago Beyonce signed an endorsement deal with Pepsi worth $50M which is 4.2 Billion converted to Ksh. That got me questioning real hard the career path I chose, I mean with that kind of money there is only so much i can do with .
Back home some of the big names in the industry have had good deals with corporate companies. A while back Jua Cali signed a deal with Telkom Orange worth Ksh 10M and recently another one with Guiness.
Other artists who have had endorsements include; Daddy Owen – Airtel, Wahu – Rexona, Nameless & Esther Wahome – EABL, Wyre – Samsung and Juliani – Google Plus.
Looking at all these artists one thing they have in common is the influence they carry and also the content of their music; not forgetting that their ‘standards’ serve them well.
For any musician to get such deals then their reputation should be good musically and character wise. Of course we’ll listen to your party songs about drinking alcohol, chasing women and all the good times you have but then again I’ll also want to hear you doing a serious song because life is not all about partying.
The content of your music is key if your want to get endorsements. No company will be willing to associate with an artist who’s all over the news with all kinds of scandals which means that your character and discipline as a person is very key.
The idea of having you as an endorsement brand is to transfer your celebrity image to the product so that those who use the product are associated with the image.
In the coming years celebrity endorsements deals especially for those in the music industry will be in plenty but only those artists who sell themselves right will capitalize in this great opportunity.
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