Spin doctors: Entertainers who have perfected art of marketing
The social media space has become a major marketplace. From the streets of Twitter to the roads of Facebook and the highways of Instagram, it has become a critical platform through which many sell their products and services to the world. In order to be heard above the din, an entertainer has to be incredibly creative and innovative in selling their ‘products’. Over the years, some entertainers have distinguished themselves in that regard, and their marketing stunts/gimmicks have left many curious and entertained at the same time, ultimately leading to bumper sales and patronage. TOFARATI IGE takes a look at how they pull it off
Funke Akindele
Actress and filmmaker, Funke Akindele, is apparently not only adept at acting and making movies, she also knows how to darn well sell a product.
Her 2023 movie, ‘Tribe of Judah’, went on to unsurprisingly become the first Nollywood film to gross N1bn at the box office.
In the lead up to the premiere of the film on December 15, 2023, Akindele went all out in promoting the film on social media, using a lot of branded merchandise, including T-shirts, water bottles, caps, sweaters and shoes.
The ‘Jenifa’ actress also enlisted the help of most of the actors in the film, including Timini Egbuson, Tobi Makinde, Jidekene Achufusi, Olumide Oworu, Genoveva Umeh, Uzee Usman, Nse Ikpe-Etim and others, to record several promotional skits on social media. Their antics had the desired effect, as many movie lovers waited with bated breath to savour the movie. When it was finally released in cinemas, Nigerians trooped out en-masse to watch the movie, leading to it racking up record numbers.
Akindele, who has adopted the practice of releasing her blockbuster movies around the Christmas and New Year holidays, is set to do it again this year. Movies she has released in a similar pattern include ‘Omo Ghetto: The Saga’ and ‘Battle on Buka Street’.
In recent times, she has been teasing her social media fans with contents promoting her forthcoming movie, ‘Everybody Loves Jenifa’. The film is a spinoff of her popular character and alter ego, Jenifa, and it is set for release on December 13, 2024.
Those who have joined her in making contents for the movie include Falz, Hilda Baci, Jackie Appiah, Patience Ozokwor and Stan Nze.
A film enthusiast, Bayo Sogunle, applauded Akindele’s marketing prowess. He told Saturday Beats, “Funke Akindele’s marketing gimmicks is nothing short of brilliant. There is no way she will want to release a movie and people won’t know about it. For months, she would have been saturating the media space with different kinds of content. She is really hardworking and she has been enjoying the results of that.”
Nasboi
Nasiru Lawal, aka Nasboi, a comedian known for his social media contents, has also skillfully leveraged social media trends to propel his music career, showcasing a unique blend of humour and artistry. Known primarily for his comedy skits, Nasboi has adroitly transitioned into the music scene, using the very platforms that fuelled his comedic success to promote his songs.
Prior to releasing his song, ‘Umbrella’ featuring Wande Coal in November 2023, he went on a social media blitz, making sure that many people knew about what was coming. He was enthusiastically supported by his colleagues in the social media space, with many of them shooting skits with him and independently to promote the song.
Entertainers who joined him in promoting the song include D’banj, Mr Macaroni, Taaooma, Brain Jotter and Sabinus,
He even had an ‘Umbrella’ dance to go with the song, and videos of fans reenacting it went viral on different social media platforms.
Beyond popular people, Nasboi also enlisted the help of average Nigerians, such as suya sellers and even cart pushers, to ‘publicise’ the song.
Some months later, when he released another song titled, ‘Small Money’, he reached into his usual playbook and used social media trends to promote the track. And, just like magic, it worked again!
When a veteran singer, Baba Fryo, came on social media to threaten Nasboi for sampling the lyrics of his song, ‘Denge Pose’ in the forthcoming song, people who were familiar with the comedian’s antics smelt a rat. Indeed, it turned out to be part of promotion for the song, as Fryo and Nasboi appeared in a skit together shortly after.
A hallmark of Nasboi’s promotional strategy is his ability to tap into viral trends. By creating catchy, relatable contents that resonate with his audience, he has successfully turned fleeting social media challenges into marketing gold.
He has been known to capitalise on popular TikTok challenges, inviting fans to create videos that incorporated snippets of his songs.
His humour also serves as a powerful tool in this mix, as he often infuses comedic elements into his music promotions, making his posts resonate with the audience.
In an industry where connection and engagement are vital, Nasboi’s innovative use of social media marketing has not only established him as a talented entertainer but also as a savvy marketer.
Basketmouth
When Bright Okpocha, aka Basketmouth, made a post recently insinuating that he had found love again, many of his fans were happy for him.
When some of his colleagues, including those from outside Nigeria, started congratulating him, the joy spread even more.
The comedian had announced in December 2022 that he had split from Elsie, his former wife and mother of his two children. So, it did not seem out of place when in September 2024, he shared a picture of himself and media personality, Victoria Eze, aka Mz Vick, looking into each other’s eyes affectionately. He had added the caption, “About to step into the next chapter of my life. Big announcement at 8am.”
Those who were already planning the wedding on his behalf had their bubbles burst shortly after when Basketmouth revealed that it was all a ‘prank’ to promote his forthcoming movie titled, ‘A Ghetto Love Story’, starring him and Vick.
He had also adopted a similar approach to promote his shows in the past. With a mix of thought-provoking, witty and even satirical content, he preys on the public’s curiosity and love for gossip to promote his creative works, including music albums and TV series.
Regarded as one of Nigeria’s most celebrated comedians, Basketmouth has indeed mastered the art of social media promotion. Even during his comedy shows, he successfully integrates sponsors into his routines, without overtly advertising their products.
AY
Ayo Makun, aka AY, is not just another comedian. He is also an actor and show promoter. However, one common thread that binds all his activities together is his avid use of social media to connect with his audience and ‘sell his market’.
His ‘AY Live’ shows are one of the most successful and well-organised comedy events in the country, and are usually sold-out. By using social media, AY creates awareness for the shows, enlisting the support of other heavyweight comedians and singers who will be at the events. He also ensures that beautiful actresses attend the shows, and he finds ways to incorporate some of them into his comedy routines.
He is particularly known for cashing in on whatever is trending at the moment to create relatable skits. His 2018 skit modelled after the blockbuster movie, ‘Black Panther: Wakanda Forever’, was a hit with the audience. But, he got into hot water when in 2023, he enacted a skit purportedly parodying Seun Kuti, who had been alleged to have slapped a policeman in May 2023. Kuti took offence, stating that AY represented his daughter with a dog in the skit.
Meanwhile, AY employs the same format to sell his movies, and he has achieved significant success in doing that. His movies, such as ’30 Days in Atlanta’ and the ‘Merry Men’ series were box office hits.
Toyin Abraham
Actress and filmmaker, Toyin Abraham, has not only carved a niche for herself in the film industry; she has also become an influencer, who has worked with many brands. Her ability to connect with her audience on social media platforms has allowed her to promote products and services seamlessly. With a blend of authenticity and creativity, she showcases brands in a way that feels organic, making her the favourite of many people.
In a similar fashion, she has deployed social media trends to promote her movies, such as ‘Ijakumo: The Born Again Stripper’ and ‘Malaika’.
She is also currently putting out various skits to create awareness for her forthcoming movie titled, ‘Alakada: Bad and Boujee’. She has created contents with some of the cast of the movie, such as Bimbo Ademoye, IK Ogbonna, Bimbo Akintola, Toke Makinwa, KieKie and Ronke Odusanya.
Kizz Daniel
Daniel Anidugbe, aka Kizz Daniel, is undoubtedly a powerhouse in the Nigerian music scene, and he sure understands the nuances of social media marketing. With hits that consistently dominate the charts, his strategic use of social media and collaborations with influencers amplify his reach.
Fondly said to have “no bad songs”, his talent is undisputed. However, a part of his success can also be attributed to his savvy use of social media trends. In an era where digital platforms dominate the music industry, Kizz has turned these trends into powerful promotional tools, amplifying his reach and engaging fans like never before.
His approach often involves tapping into viral challenges and memes, seamlessly incorporating them into his music releases. For instance, when promoting his hit single, ‘Buga’, Daniel encouraged fans to participate in the #BugaChallenge. The challenge quickly gained traction, with users creating dance videos that showcased their interpretations of the song. This not only generated a buzz but also translated into millions of streams. Little wonder that the song went on to become an international hit.
In a competitive space such as the music industry, Daniel’s ability to leverage social media trends exemplifies the modern artist’s approach to promotion.
Blaqbones
Emeka Akumefule, aka Blaqbones, has carved a unique path in the entertainment industry by blending comedy and a witty social media personality with his style of rap music. His innovative approach to storytelling in both forms allows him to market his songs creatively. By using humour to address everyday situations, he has garnered a loyal fan base.
By constantly engaging with fans, he is able to promote his songs seamlessly.
Brain Jotter
Social media comedian, Chukwuebuka Emmanuel, aka Brain Jotter, rose to fame through the quirky characters he embodies in his social media skits. His ability to tap into current events and cultural references also make his social media presence compelling.
His funny dance moves is another major component of his social media comedy and marketing. His ‘resurrection’ of veteran singer, Mike Ejeagha’s 1983 hit track, ‘Ka Esi Le Onye Isi Oche’, is a testament to his ingenuity in that regard. The dance steps that went with the song quickly went viral and were replicated in several parts of the world, including United States, United Kingdom and South Africa.
Mercy Aigbe
Mercy Aigbe stands out not only for her acting skills but also for her influence in the fashion industry. With a keen eye for style, she has successfully built a brand and massive social media following around her persona.
She put her brand appeal to the test when she went all out on social media to market her 2023 movie, ‘Ada Omo Daddy’. Her husband, Kazim Adeoti, even joined her in some of the skits, and they went viral, providing fodder for journalists and blogs.
She is also using social media to promote her forthcoming movie titled ‘Thin Line’.
Omoni Oboli
In a world where the lines between entertainment and marketing are becoming increasingly blurred, actress Omoni Oboli, has demonstrated that success goes beyond talent. It requires a strategic approach to promotion. By understanding her audience and leveraging social media, she has been able to promote her movies, including the latest, ‘The Uprising: Wives on Strike’.
