Dance-hall Artiste, Samini over the weekend delivered a talk on “Celebrity brand Endorsement” at the University of Ghana Business School. Students of University of Ghana Business School couldn’t get enough of Samini’s lectures over the weekend; his lecture under the topic “Celebrity Brand Endorsement” supposed to run for an hour crept into 2 hours 15 minutes. The students wouldn’t let him go and requested for another lecture session with him on a next date (to be scheduled).
The ‘Akye’ hit singer had the chance to interact and answer questions from students on issues such as endorsement of political parties.
“I personally like to stay neutral because when you endorse a political party you endorse the party’s manifesto and become more or less like a mouthpiece of that political party and if the party promises something and fails to do then you are found wanting, but I will only endorse a political party when I’m very sure and convinced of what that party can offer Ghanaians. I will do so when I feel I want to take on a political role or want to embark on a political career”.
Elated Samini says he would be available to run a next lecture anytime they’re ready. Under the main topic, Samini touched on sub-topics like;
– What makes a Celebrity?
– Endorsement deals
– Optimizing celebrity endorsements, among others.
Samini who has been a brand ambassador for giant telephony company, MTN, for 8 years took the students through memory lane while he served for the network.
“You must be fully aware of what territorial limitations the contact can bring and you should know how it would come to affect your brand in the short term and long term. As a brand ambassador for MTN for 8 years I wasn’t allowed to show up at any event sponsored by a ‘competitor’ like Tigo, Vodafone, Airtel…etc. I believe I had worked hard enough and had all it took at that time to represent the brand MTN. And I was also cool with everything the brand MTN stood for so it was quite a simple deal worth a very good amount of money. There’s an obvious traffic from fans and the general public the moment a celebrity endorses a product or company. Automatically the brand begins to get to the local people through the star they so much adore. The influence is real. The endorser however is obliged to stay on top of his or her game to keep the contract going. Else the company is always ready to affiliate themselves with the next trending thing. Fair in all business standards if you ask me. In my opinion I don’t think there are any major issues with endorsement as I had a very fruitful and wonderful educative experience with Mtn. Once you know your intellectual property rights I’m sure you will be fine as a talent. And as a company or business looking into getting endorsements you must be prepared to work with the natural complicated nature of working with public figures especially if the person is from the creative arts world”, Samini lectures.
“I had the best of time as an artiste with MTN. We worked together so well that at a point, people identified me with MTN that they thought I was a staff. When I realised I was done with MTN for eight years and had been successful, I thought it was time to step back from the yellow brand. No disrespect”, he revealed.
Samini however advised companies to “be flexible with how you restrict your ambassador. Be flexible so it promotes more collective gathering of multiple brands. The exclusivity sometimes restricts the artiste or celebrity and the brand, but if there’s some form of flexibility, it helps the brand and ambassador break new grounds or markets”, he concluded.
Samini performs in Kumasi this Sunday, March 5, 2017 as part of Ghana’s 60th Independence Celebrations, hosted by Club Beer Ghana.