TOP10 NIGERIAN ARTIST WITH THE BIGGEST ENDORSEMENT DEALS
music in Africa. With many talented
and creative singers and upcoming
music artistes seeking desperately for
recognition in this industry, the
country can boast of a handful of
talented singers from different genre
representing Nigeria just like our
sporting prowess.
For a secular artiste, endorsement
from corporate bodies is a big
advantage.
The cash involved is a
symbol of stability and having arrived.
So, when the telecom companies
courted artistes branding them as
ambassadors, it was a welcomed
development sought by both big and
small artistes. MTN, Globacom, Etisalat
and Airtel have all unveiled artistes as
their ambassadors while existing ones
have been renewed this year. Airtel
endorsed five artistes so far in 2015
and they are 2face Idibia, Phyno,
Patoranking as well as fast rising
comedian Akpororo and Big Brother
Africa (BBA) host, IK Osakioduwa.
MTN also renewed its contracts with
its brand ambassadors, Davido, Tiwa
Savage, Don Jazzy and Iyanya.
Olamide’s deal was also renewed with
Etisalat with the likes of Seyi Shay
coming on board. Burna Boy,
Omawumi, MI, Bez, Flavour also had
their endorsements renewed with
Globacom.
Most times, the sums of money
involved are hidden and shrouded in
secrecy as no one really knows who
got what. Other corporate firms have
lined up to reach out to the younger
generation via this endorsement
strategy. The following is an estimate
of who’s got the biggest endorsement
among our musicians.
P SQUARE – N180M
The pop duo have been in the
frontline of entertainment in Africa.
The star singers, Peter and Paul Okoya
known as P Square have been
dominant Globacom ambassadors and
their deals have been a subject of envy
among colleagues. The Alingo crooners
are a hardworking set of dancers and
singers. P Square’s deal with the same
outfit goes for N140 million. One of
them, Peter Okoye is the face of
Olympic Milk deals swelling their
endorsement status. The singers
definitely have other deals but these
are what is known so far.
D’BANJ- N160M
D’Banj’s Globacom deal is close to
N100 million according to findings.
In October 2014, D’banj signed a
lucrative endorsement deal with
Apple/Beats By Dre. The amount of his
deal is undisclosed but should be
nothing less than N50 million. The
Kokomaster also got his own
customised headphones which will be
launched in December. He also became
ambassador for Cîroc drink in Nigeria
along with Banky W. ‘The Feeling the
Nigga’ crooner posted a bottle of Ciroc
and Banky W posting a picture with
his best friend, Tunde Demuren and
captioned it ‘Showtime’.
WIZKID- N128.6M
With his N45 million MTN deal almost
doubled by rival telecom giant,
Globacom, Wizkid is a man that knows
his onions. According to a source,
Globacom doubled the amount MTN
paid Wizkid last year to land him on
their side. Wizkid shared several
photos of him and Glo Bounce logo
with “200% and $$$” as tags. The
superstar is a major coup for the Mike
Adenuga-led company which doesn’t
have many A-List artistes on its brand
ambassador list. Wizkid reportedly got
N120 million from Glo on a two-year
deal which means he will be paid N60
million every year. His 25th birthday
last June was marked with a renewal
of his contract with Soda giants
‘Pepsi.’ He shared the good news via
his Instagram page. He captioned the
post – “3years with one of the biggest
brands in the world, Pepsi! Looking
forward to another 2 years! Done deal!
$$ Proud Pepsi ambassador!! ”
For the last three years, Wizzy was
worth about $350,000 in the Pepsi deal
and now a renewal of the contract. No
wonder the Jaiye Jaiye crooner could
afford to replace his crashed N25
million Porsche Panamera last year
with a brand new one just two weeks
after the bash.
IYANYA – N125M
Iyanya has a N60 million MTN deal.
Since he dropped Kukere, the Ibibio
hiphop singer who won the maiden
MTN Project Fame Contest in 2008, has
made a lot of money from his jaw-
dropping endorsement deals with top
brands. His endorsement deal with
MTN is worth N60 million and also has
a $350,000 endorsement deal with
Zinox Computers and a N35 million
deal with a phone manufacturing
company, Solo Mobile, where he also
received a 2014 Prado SUV.
DON JAZZY- N100M
Don Jazzy has become the face of
hiphop music in Nigeria, even making
Forbes’ List as one of the richest
artistes in Nigeria. The CEO of Mavin
Records isn’t only making money from
his star-studded record label, he also
has very lucrative endorsement deals
including one with Loya Milk where
he got nothing less than N50 million.
His N25 million deal with MTN has
been renewed upwardly. Not much is
known whether his endorsement with
Samsung Africa has been renewed. So,
his endorsement deal is in the region
of N100 million.
BANKY W – N100M
R & B Singer Banky Wellington
popularly known as Banky W is
smiling to the banks with his
whopping N100 million endorsement
deal with Samsung Mobile as well as
his endorsement with MTN.
TIWA SAVAGE – N90M
The singing bird and mother of one
has an MTN deal worth N30 million
and must have gotten it reviewed
upwards.
Apart from her very successful music
career, the first lady of Mavin Records
also has a number of juicy
endorsement deals worth several
millions of naira. Her MTN deal is
reportedly worth N30 million. Other
endorsement deals include contracts
with Pepsi, Forte Oil and Maggi which
has made Tiwa the richest female
singer in Nigeria.
OMAWUMI – N75M
The Bottom Belle crooner has a Glo
deal worth more than N25 million.
Omawumi shot into limelight after
becoming the first runner up at the
2007 West African Idols. She is now
one of the highest paid female artistes
charging up to N5 million per show.
She is also one of the singers with the
highest number of endorsement deals.
Glo deal is said to worth N25 million.
Others include including Konga worth
between N5–10 million, Mortein and
Malta Guinness.
DAVIDO – N50M
HKN artiste, Davido has a N30 million
MTN Pulse deal. The Gobe and Aye
crooner has deals with MTN Pulse and
Guinness Nigeria. While the Guinness
deal’s amount is not known, his MTN
contract is reported to have made the
Omo Baba Olowo N30 million plus
richer.
Considering that Davido has a
billionaire father, he may not rely on
endorsement deals except for a status
symbol. The artiste however has done
much good for himself by working
hard to become a force to be reckoned
with in the music industry.
OLAMIDE – N50M
The rapper has his contract with
Etisalat renewed. He got a mouth-
watering deal two years ago. Other
deals are on line for the indigenous
rapper who has created the niche and
become a success story in Nigeria’s
hiphop music industry.
The incredible rapper and now CEO of
Chocolate City, MI and his VP, Ice
Prince are also in the class of the
biggest Nigerian artistes with great
endorsements. MI is a Globacom
ambassador while Ice Prince pitched
his tent with Etisalat.