• Rites Food ensures brand commitment
In the global entertainment industry, many reality shows have led to the emergence of budding artists showcasing their talents in different musical genres.
Created by Simon Fuller, the American Idol singing competition, which began in 2002, stands out the most, as the first British (UK) series of the international Popstars franchise, a short-lived reality TV show airing in beginning of 2001.
America’s Got Talent, which debuted in 2006 and was produced by Simon Cowell, is another American reality show featuring competing singers, dancers, magicians, comedians and other entertainers of all ages. for the top prize of $1 million. The franchise expanded to Britain and in April 2014 it was named the world’s most successful reality TV format by Guinness World Records.
Other exhilarating reality shows include The Voice (American series), which premiered on April 26, 2011, Canadian Idol, another version of American Idol which debuted in 2003, and Australian Idol, the same year. and others.
The situation is no different in Nigeria, Africa’s most populous country and largest economy, where reality shows about musical talent have taken hold. This highlighted Big Brother Naija, formerly known as Big Brother Nigeria, based on the global Big Brother television franchise, with its first season airing on M-Net and DStv Channel 37 from March 5 to June 4, 2006; Nigerian Idol, a singing contest for budding artists, much like idol franchises in other countries; and The Voice Nigeria which debuted in 2016, another singing reality show.
Among that list are “Ultimate Love,” owned by Multichoice, which debuted in 2020, and Project Fame, a West African musical talent contest, first broadcast in 2002 and presented by MTN Nigeria.
These developments have so far fueled the growth of the entertainment industry worldwide, which has surpassed $100 billion in revenue, with revenues reaching $101 billion in 2019, and currently worth $717 billion, which indicates a 15% year-over-year increase. assess.
This shows that the industry continues to recover from the effects of the pandemic and is expected to reach $2.6 trillion by 2025, with the industry in Nigeria expected to grow from $4.46 billion in 2018 to $10.5 billion. by the end of 2023, as reported in PwC’s Entertainment and Media Outlook Report.
The report, which was released in October 2019, revealed that the market is dominated by Internet revenue, as it currently contributes around 61% of industry revenue, followed by TV and Video, which are expected to reach $1 billion in revenue by 2023, after adding $172 million in five years.
DESPITE the turmoil in the music industry in Nigeria, music reality TV shows have to a large extent established themselves as one of the fastest growing industries today.
Conveniently, this fact has since been covered by the growing number of reality TV music shows on the global television network, one of the most exciting being the Nigerian idol sponsored soft drink Bigi from the stable of Rite Foods Limited.
With its 13 variants, which have been the hallmark of uniqueness in the soft drink segment, the brand has powered the singing reality show Nigerian Idol consecutively for two years now, season 6 and the coming season 7 to end. The two, no doubt, entertained music lovers and fun-seekers alike for the show’s 10 weeks.
Speaking on his company’s commitment to the show, the Managing Director of Rites Food, Mr. Seleem Adegunwa said the brand will continue to promote the discovery of talent in music through the Nigerian idol while embracing the company’s interest in the creative platform where many talents thrive in the country.
He said the sponsorship would ensure talent is nurtured to produce stars such as the acclaimed Burna Boy, who did the nation proud last year when he won the Grammy Award for Best World Music Album.
To effectively demonstrate its determination to promote the entertainment industry, the brand, ahead of the start of Nigerian Idol Season 6, held an Idol mini-show dubbed ‘Bigi Media Idol’ for content drivers, music critics and entertainment enthusiasts have a deep understanding of the show and announce the brand’s sponsorship of the music platform.
The highlight of the event was the cascade of microphones of the 13 variants of Bigi soft drinks, which amazed the audience with the creativity adopted by the drinks company, an act which drew praise from brand enthusiasts and customers. reviews who applauded the product’s aggressive and inventive approach. to the creation of equity.
However, for a consumer-centric brand, analysts say adopting the platform for marketing advantage is commendable as a major player in the industry, connecting with its youthful demographic, and according to Adegunwa , the inclusion of the brand in this act of young Nigerians is not only seen as a well thought out decision, their operation is driven by innovation and unusual brand activation against the pedestrian approach that others organizations would have deployed.
He said it’s one of the most creative ways to use visuals to illustrate commitment to referral marketing, which is about placing a brand’s message in the hearts of consumers for immediate recall. .
Along the same lines, the company’s Chief Brand Officer, Boluwatife Adedugbe, while explaining the rationale behind the brand’s 13 mic variants in the media lounge of the Nigerian Idol Season 7 show, said they represent his involvement and investment in musical talent and the discovery that begins from owning the mic leading to soothing the throat with the high-end products.
According to her, “the connection between the brand and musical talents is very strong, as singers drink their favorite brand, their throat is soothed and refreshed to release the natural gift of the voice for many great performances.So as the drink goes down the throat, the voice lets out the song, and our consumers continue to appreciate the excellent products and the excellent act of the young singers.
Therefore, what is exciting about the company is that its disruptive innovation is used strategically and consistently to disrupt competitor marketing while delivering value for money.
In this context, the brand’s enthusiasts believe that it paved the way with the creativity attached to the sponsorship of Nigerian Idol, thus changing the narrative of what foreign products did, as the Media Idol event was at the fore. mode and rivaled Champions League matches played on the same day. , with the conversation on Twitter, which edged him out slightly at the start of the tournament.
Looking back, Nigerian Idol Season 6 and Season 7 broadcasts were full of electrifying moments, from the audition of thousands of contestants to the live contest, where contestants showcased their musical prowess to mesmerize audiences and judges with stunning performances that led to standing ovations for the young singers.
Interestingly, the talent hunt had famous stars from the entertainment industry as judges. Season 6 had Thomas Amar-Aigbe, a disc jockey of Nigerian-Hungarian descent, popularly known as DJ Sose; Deborah Oluwaseyi Joshua, a British-Nigerian singer, songwriter and actress, professionally referred to as Seyi Shay and Obi Asika, the creative industry entrepreneur.
In season 7, popular music superstar, Dapo Oyebanjo, widely known as D’Banj; singer, songwriter and actress, Simisola Bolatito Kosoko, better known by her stage name, Simi and Obi Asika presided as judges, while prominent radio and on-air television personality, Ikponmwosa (IK) Osakioduwa, acted as host for both editions powered in 2021 and 2022.
The shows, which were made entertaining by major sponsor Bigi with more refreshing viewing moments by the brand, were a 10-week journey of ingenuity, exhilaration and captivating music competition featuring contestants arousing the emotions of millions of music. lovers and fans with entertaining beats and the glamor of live music acts.
In Season 6, which peaked on July 11, 2021, 24-year-old Bayelsa-born Kingdom Kroseide was crowned the Nigerian Idol for displaying thrilling dexterity that swayed millions of votes during the big singing competition finals, as well, winning the prize of a recording contract with a leading record company and 50 million naira in prize money.
It includes a cash prize of 30 million naira, a brand new SUV, a six-track EP recording contract, three music videos included, a branded fridge plus a free supply of drinks for a year and an all-expenses trip paid in the Seychelles, a weekend getaway to Dubai for two and a one-year cable subscription.
Also, Season 7 produced a winner, Progress Chukwuyem, after 10 weeks of electrifying performances from the top 12 contestants, winning N100 million in prizes including a cash prize of N30 million, a new SUV, a branded fridge and a year’s worth of drinks, an EP and music video, a weekend getaway from TravelBeta and a fully installed DStv Explora with a 12 month premium subscription.
THE 21-year-old singer, songwriter and performer from Ika in southern Delta State defeated 27-year-old Zadok Aghalengbe from Edo State in the grand final on Sunday, May 22. Victory was after a heated contest, as the two demonstrated their musical dexterity with stunning acts that thrilled the judges and audience with awe, but in favor of Progress, who was declared the winner with the most number of votes among the 45 million registered for the week, part of the more than 220 million votes for the whole show.
Other gratifying moments of the sponsored shows were visits to the sponsor’s headquarters in Lagos, by the top seven contenders from Season 6 and the top six from Season 7, during the competition period, where they spent a fun day, with outstanding acts.
The top seven contenders received cash prizes of N200,000 each along with gifts, while the top six were rewarded with expensive personalized gifts.