Have you ever wondered what it means to be a superstar? Well, you and thousands of talented
men and women across the continent all want a piece of the pie that is global stardom. It has
never been easier and at the same time more challenging. We will be exploring one of the perks
of Global stardom in this article and we hope you enjoy it.
From sold-out shows to multi-hit records, African music has been the talk of the global music
community for years now. Nigeria and its cadre of global superstars are leading the wave with
each album increasing the global demand and fan base.
With this level of global renown, brands are going to want to leverage on this for marketing.
Alongside each artist’s unique style and fan base, a huge part of artist branding is the fashion,
known on the streets by other names such as “swag” or “steeze”.
Arguably the ‘big 3’, Davido, Burna Boy, and Wizkid over the years have been spotted with
really expensive fashion accessories from jewelry to shoes and clothes.
However, they aren’t the only ones. Artists like Asa (the ‘Jailer’ crooner), Asake (Mr. Money),
Rema, Tiwa Savage, Seyi Vibes, Seun Kuti, and so much more have also been seen wearing
really fashion-forward outfits and these do not come cheap.
Already fashion brands are noticing as we have had artists like Wizkid (For Dolce and Gabana),
Davido (Puma), Izzlaks (for Chmps Parisse), and Seun Kuti (for Casablanca) walk the runway in
recent years.
This is closely followed by the saturation of Nigerian superstars at the fashion fair in France that
just concluded. It featured designers and luxury design brands from all over the world.
Are we looking at a wave of new mega-global superstars like Justin Bieber and Lil Wayne, who
are not just musicians but fashion icons as well?
Already securing his status as “001”, Davido already has a contract in place with Puma and
“Odogwu” Burna in talks with Burberry and other high fashion brands.
Other lesser-known musicians with the same looks and style might be on the radar for fashion
deals and more.
As an industry, afrobeat could benefit a lot from this fast-evolving trend.
Consumer brands like Pepsi already set the trend and realized millions of dollars by
successfully using Afrobeat artists as ambassadors. Would this be the case for fashion brands?
This would mean access to better fashion and luxury items as talks deepen and markets
expand. More walk-in designer stores, less charge on imports, and more quality retained
fashion items are all some of the direct benefits of these partnerships.
Artists looking to partner with these brands, however, have their work cut out for them as they
have to demonstrate a stylish aesthetic, build a strong personal brand, and develop a solid
presence on social media.
Remember, music is first a business before a talent showcase. You’ll need to bring a lot of
talent, support it with a work ethic, and build a business sense to go with it.
Luckily, Nigerians are known to be hardworking and determined when they put their minds to it.