It is so great to see artist take their work serious enough to realised that it is actually a business. We often complain about artists that die broke or get bankrupt because they did not find ways to sustain their careers or income. Taking the Entrepreneurship route is always great for artists, they can use their influence and brand to make lucrative deals like the one between Hip-Hop Artist Cassper Nyonvest and Cellphone network provider MTN.
Oskido and Greg Maloka have facilitated one of the biggest endorsement deals in the SA music scenes for Cassper Nyovest, whose album, “Tsholofelo”, peaked at number 1 on the iTunes South African albums chart for two consecutive months in 2014, with MTN South Africa.
MTN on Thursday, 22nd October 2015, announced this lucrative deal that will see the star, real name Refiloe Maele Phoolo, become the operator’s newest brand ambassador. As part of the deal, the much-sought after and critically acclaimed artist and music producer will become the face of MTN in a deal that represents a major branding coup in the marketing industry.
Says Larry Annetts, Sales and Marketing Executive, MTN South Africa, says the popular Nyovest appeals to the majority of MTN’s customers and his brand evokes the fun element, which is part of MTN’s brand attributes. “We are pleased with the agreement we have signed with Nyovest which is further testament of our ongoing commitment to develop the music industry in South Africa and beyond.”
Adding; “there are a lot of synergies between the MTN and Cassper Nyovest brands that compliment each other. Similar to how MTN has used its expansive footprint and leveraged the power of technology to make a positive difference in the communities in which it operates, Nyovest has also leveraged his brand to undertake worthy philanthropic causes, foster entrepreneurship and remains a source of inspiration to the youth. Both brands have overcome seemingly insurmountable challenges, are youthful, audacious and embody a can do spirit.”
Cassper, ranked MTV Base’s number 1 on “The Hottest MC in Africa” list, says he is greatful for the role Greg and Oskido played in securing the deal, thanking the two for “believing in me”. The star points out that the local music fraternity needs corporate South Africa for a sustainable industry. “MTN has definitely showed its understanding of this, not just from my partnership but also through what they’ve done over the years …Mafikizolo being another example. We as artists also need to apply ourselves more to (…to leverage our brands and attract such deals) gain more.”
The rapper of “Doc Shebeleza” fame believes MTN chose to go with him because “I represent something they seem to have an interest in and believe will best carry their message. I believe it’s a little more than just about popularity because there’s a lot of popular artists and other celebrities out there. …also from my end there’s an element about their brand that’s in line with what I’m about. It definitely is a mutual beneficial partnership.”
The star comments on what this deal means to him: “It puts me amongst those that have done it best they could, it’s one of the biggest deals in SA music industry. It means so much to me you can’t even understand, not from a monetary value, but rather from a ‘possibility’ point of view. Just how a small town kid like me can end up in such blessed situations is a sign of how God is alive! Grace. ”
Oskido and Greg Maloka initiated the deal and have been working with Cassper on other deals especially on the digital space like iTunes, and branding.
Comments Oskido: “It’s good for Cassper at his age to achieve so much, and signing such a lucrative deal. I hope he is going to invest wisely and is also going to encourage a lot of other young artists to take their brands seriously and treat themselves as businesses.”
Hashtag #MTNCassper to follow the conversation on the deal
I love the fact that music Legends like Oskido can guide the new stars in the showbiz industry. Big up to Cassper and MTN!!