We Entertainers Are Prostitutes To Telecoms Giants- Etcetera

It all started around 2000 AD, just right after the
millennium bug had been crushed. A new era had just begun. With it came the
beginning of what is known today as corporate prostitution. The telcos had just
landed with their base stations with billions of dollars to spend. At a time
when Plantashun Boiz ruled the 36 states and the federal capital territory was
left for Age Beeka and his angel Angelica. When the Remedies was Hip hop and
the hustle was done with pure zeal and autotune and Styl-plus were still in
their mothers’ wombs. Now just a little more than a decade after, in the year
2014, the telcos and their billions have taken over. The whoring has finally
begun. 

With the telcos unashamedly fighting over entertainers’ right before our
very eyes, Saka will easily take home the award for the entertainment
prostitute of the year. Having slept with two competing brands without any
remorse, musically, Saka’s action is called a portamento. But do we expect Saka
to be wary of jumping from one telco’s bed to another knowing that there are no
s*xually transmitted diseases involved in the act? Of course, every Tom, D*ck
and Harry is hoping for a whoring opportunity of such magnitude. Should we
blame the entertainers for not playing hard to get when the telcos flirt around
them? 

When the first and most important rule of any engagement, especially in
entertainment is “money for hand back for ground,” and we all need no reminder
of the current economic situation in the country. “Any revenue is good revenue”
has become the adopted mantra for every youth whether in entertainment or
corporate Nigeria. It is no longer news that the telcos are not providing
services commensurate with their subscribers’ expectations.

When the telcos landed in Nigeria, phones and sim cards were
sold for 65,000 but today, they are freely shared on the streets for everyone.
How come the sim cards were not issued for free at the very beginning? Should
you endorse a brand that has exploited your loyal fans who gave you the
popularity for brands to recognise you?

Now this leaves us wondering where the allegiance of the
entertainers lies. Is it to the brand or to their conscience? As an entertainer,
do you really love the brand you endorse? Do you really believe in the efficacy
of their products and services? Shouldn’t this be considered before associating
your reputation with the brand? An entertainer who is asked to endorse a
product of an oil company, would you take into consideration the environmental
degradation caused by the activities of such oil companies?

Shyla Nelson, a renowned American opera singer and
environmentalist came to Nigeria in 2012 to promote her save the earth
campaign. She needed financing and support for her wonderful world view project
from top Nigerian brands. But she refused sponsorship from some major oil
companies because of the damage caused by their activities in their host
communities.

Back to the telcos, when the chairman of a popular telco
calls, very few entertainers in the world can say no. In fact, most
entertainers are lobbying to be called by the chairman, even with the knowledge
that endorsement deals are like prison sentences. But it is a prison sentence
the entertainers are willing to serve because the “pay” is good. 

It is correct
to say that the conscience of every entertainer should be pricked before
aligning with brands. It shouldn’t be all about the money. You should also
consider how your relationship with these brands affects your image. There have
been instances where entertainers who have never tasted alcoholic beverages
before are compelled to consume such beverages because they signed product
endorsement deals. 

Do you really love the brand you endorse? What would you say
of the incident of Mike Ezuronye, the popular Nollywood star who threw the
Nigerian blogosphere agog recently with his picture on instagram with MTN
boldly written at a top corner? Posing with an MTN backdrop would have seemed normal
for anyone else but Mike Ezuronye who is an Airtel ambassador. It was an
intriguing spectacle how he was subpoenaed, tried and found guilty by the
internet court of justice (ITJ) for franternising with a competing brand. 

But
the good thing for Mike Ezuronye is that the internet court just like the EFCC
and ICPC, is a toothless bulldog. So, the case between Mike Ezuronye and the
olofofos of the internet was adjourned and the new date for the hearing is yet
to be communicated to us. Let us all rise as the court goes on recess for now.
But we will certainly resume proceedings next week Saturday.