Pop singer Iyanya Mbuk has amassed over N130 million in endorsements
deals in 2013 alone. Since his highly successful 2012 monster hit single
‘Kukere’, it has been one hit after another, one award after another and one
endorsement contract after another for the once impoverished singer.
In the last one year and half, Iyanya has proven that he can be a hit maker
disappointing the initial doubts that critics had raised about him when his
2009 debut album ‘My Story’ flopped. Certainly, Iyanya took the lesson of that
album and transformed himself into one of the most sought after Nigerian
artistes today placing him on the pedestal where corporate organisations
would jostle to do business with him.
Three weeks ago, the singer closed a deal reportedly worth N35 million with
mobile phone manufacturing company, SOLO Mobile. According to his
publicist, Wildflower PR, the deal was iced with a brand new 2014 Prado SUV.
Earlier in May, the 27 year old singer was lucky enough to have been included
in MTN’s swoop of some of the major players in the music industry, becoming
one of the company’s highest paid brand ambassadors in a N40 million deal.
It sure didn’t end there. When Zinox Technologies Limited, manufacturer of
Nigeria’s first internationally certified branded computers was looking for a
face to represent its brand, guess who quickly came to mind? None other than
the rave of the moment, Iyanya. The Leo Stan-Ekeh owned tech-company put
pen to paper, inked a deal and made Iyanya N56milion richer, according to
those familiar with the details of the deal.
These endorsement deals have gone on to show the relevance Iyanya has in
today’s music scene. Apart from the occasional engagements, the pop star
will begin to appear on billboards and TV commercials preaching the gospel of
these brands. From all indications, Iyanya, a Business Management graduate
of the University of Calabar and winer of the inaugural MTN Project Fame
West Africa, has had quite an awesome 2013.
Speaking to NET, Iyanya’s partner Ubi Franklin attributes his success and that
of the label to God and hardwork. ‘All thanks and Glory to God because we are
actually living out our dream. We are where we are today because of
hardwork and passion for what we do.’
On why Iyanya seems to be a choice for these brands, Franklin says ‘I guess
they all see the potential in Iyanya. They have seen that Iyanya as a brand can
do a lot to promote their own brands. He is one of the hardest working artistes
I know and he has worked hard to deserve everything he has earned.’
In less than one year, Iyanya has upgraded his garage with about three exotic
cars. Franklin has done the same too, and three months ago, the team
acquired a jeep for their artiste and protégé, Nigerian US returnee and singer,
Emma Nyra.
The music business is probably one of the most interesting yet difficult
businesses in the world and for Iyanya, it’s been one great ride with the
prospect of many good things to come.
Deals - Amount
MTN - N40million
Zinox - N56million
Solo Mobile- N35million
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