N.B: This article does not represent the view of the members of the editorial team of this blog.
When will Nigerian entertainment entrepreneurs learn? That's the question I keep asking myself when I see shows poorly packaged. I am not a learned music entrepreneur or a guru in the entertainment industry but i have common sense. However, don't take me seriously. This is just my opinion.
When i heard Kim k was coming to Nigeria, I just scoffed. Someone said 'bad belle' and I replied "You will see it's just a scam!!!"
Scam? Well, she came. That in itself is not a scam. Now the question really is "who was scammed?" Honestly, I'd say everyone including Kim k. Before you castrate me, let me explain myself.
First, let me disagree with this contentious argument about the fees. I don't see any reason why Kim k cannot earn or make the supposed $500,000 dollars in Nigeria. The simple reason is: she is very marketable.
You cannot put a cap on anyone's financial value. Including you!!! Anyone can be worth whatever they choose. And I'll admit, her marketability is probably her only talent. All the management company that brought her would have done is all in the word 'LEVERAGE'… Simple English word 'LEVERAGE'
The stage was set, the season was divine [valentine], Kim k was the product [she is sexy, very true]. All that was missing was common sense.
Kim k has endorsed and made lots of beauty products that sell all over the world between $20 and $250 [about N3, 200 and N 40,000]. Those who are staunch followers of the Kardashians will have more info that some of her products sell for more.
Her brother Rob, has a socks line that sells for a minimum of $30 a pair [about N 4,800]
Now, why don't you take her to malls in Abuja, Lagos, and Port-Harcourt for instance? All you need is some nice comfy chairs, good pen or marker and some guys with 10 packs as security and bouncers. Dem plenty for naija!!
Sell these autographed products to Nigerians, she autographs them, money is made and everyone smiles. It's the season of love. Kim k is one of the symbols of sex and romance. What a perfect gift to add to your Val collection for your partner.
The benefits of this strategy are:
Kim k would have gone to major cities in Nigeria selling her products and building her African profile to about 170m Nigerians. That's huge
She would have made loads of cash. She was supposedly paid $500,000. Let's say N 80m, i understand millions better.
80,000,000 = 80,000 people x N 1,000 [mind you, none of these products go for 1,000]
80,000,000 = 8,000 people x N 10,000 [this would buy 1 pair of socks and a bottle of perfume]
80,000,000 = 40,000 people x N 2,000 [this can still buy something on the stands]
80,000 000 = 4,000 people x N 20,000 [this can buy two pairs of socks and different bottles of perfume]. And many more.
With these permutations, you can achieve more in all of these cities combined. Even much more!! And don't forget to collect N 1,000 at the gate for those who just want to sight see.
We too like show na!!! So feed your eyes. At least, it's Kim k.
Personally, I would buy at least 3 pairs of socks so I won't finish the 'Rob' in the socks on time due to washing. Na celeb socks na!!
The malls would enjoy traffic on these days and they will sell other items in their shelves they won't normally sell. They got human bodies through their doors. You don't have to pay the malls. They can even pay you to host the event. They have the space. You bring the product [Kim k] and the human traffic. shikena!!
Darey could perform at intervals when Kim k is resting while selling any of your albums. Make the fans enjoy!
I won't list all. Consult me for more.
2. If you can provide her with these opportunities, she may not even collect up to the N 80m sef!!. She understands that brands will bring residual income. She can reduce her fees knowing fully well that when Nigerians travel, they will buy her products. So you see here that we got the price down. Simple Logic!!!
3. I don't think Mr. Darey paid Kim k from his own pocket. If he did, then I must collect my own. However, it's safe to assume that some corporate bodies contributed handsomely. But whatever you collect from sponsors plus these massive sales, could have conveniently paid her reduced fees; and you can keep the change. Never mind, sponsors already enjoy the hype. There is money in Nigeria to play around with.
On a positive note, I'd like to say that the most beneficial of this deal was Beat-FM. The response from the interview conducted by the lovely presenter Gbemi Olateru Olagbegi [I love her full name, it sounds like a very sweet Yoruba soup that you can mix with ewedu, some bokoto and round-about and those pomo that melt at the sound of your teeth]. I don't know how much Beat FM paid to be the official radio channel but by all means, many people listened to the interview, it was relayed I think once and uploaded on their website. Talk of leverage, I hail Beat FM.
Just check the thread on social media. It created buzz for the radio station my brothers and sisters. Kudos again, Beat-FM.
Now to the star struck Nigerians. We still don't learn from these debacles. Still fresh in our memories was the alleged co-host/chief host saga of one of my finest actors [E.A, I won't mention his name]. He actually appeared on stage for about 40 minutes drunk and dis-oriented. Memoirs from the 'KK' concert [if you can decode that]. I wasn't there but I heard people trekked to the venue for long distances including our celebrities. Phones were stolen, legs swollen, dresses dusty…. mega stress. I even heard the chief host of the concert said it was the V.I.P guests they paid for the regulars (Regular peeps, make una thank V.I.P., na dem pay for the show gan gan). What an idiotic statement! And the exclusive V.I.P guests were sinking in the sand. They were now told to spread out, so the ground will balance. What a shame!!!
We see concerts of Cold Play and other stars. Of course there is V.I.P but the so called regular have most of the fun. They sing along, dance and are properly entertained for their money's worth.
What happened to B.R.T. buses? Why can't you partner with them to convey people to and fro your concert?
Why must we be treated like animals and still smile, brag and forget about it.
Father Fela already said we like suffering and smiling. I am sure we will repeat the same this December. This time, look for flats so you can endure the trek well enough!
Whenever theses shows are planned, I will gladly take care of the customer service. Worry about making the money, let me worry about giving people the best experience. Everyone must enjoy jare.
Now who was scammed?
Kim k would have made more money and left a good brand experience in Nigeria. Many African countries would have loved to invite her to repeat the same thing.
More money!! More brand name! She was definitely scammed. It was also a waste of time. When you are invited to a place as a celebrity, look to make the most of it.
She could have even made $1m. Traveling more than 20 hours just to make a 45 minute appearance is not smart enough even for her oyinbo management.
To the Nigerian management company, don't just settle for the phrase "at least we brought Kim k to naija"!!! And so what? You could have made the most of it.
To the main artist in this agendum, you are a great performer. With or without Kim k, I will always watch you perform. Nigerians are not tired of seeing you on stage. You are a different breed. Musically enlightened and groomed with the finest culture. Incorporate our local talents or invite artists that can actually sing and make a good show. Next time, exercise more useful thoughts. You are forgiven this time.
Someone said Nigerians will still bring Hulk Hogan to come and roar at an award ceremony and pay him another N 80m. They will call it hype. I laughed.
I can't put this past us. We are very capable of messing ourselves up. Celebs all over the world will say 'If they can bring Kim k for a 45 minute appearance and still pay her $500k, then I will collect $X for only 20 minutes appearance." It will be a competition.
Lest I forget, I saw online some actress saying she was better suited to play Kim k's role. Hmmmmm!!! I haven't heard of her before and I know for sure she is not as marketable as Kim k. But if it is only for this 45 minutes appearance, maybe she'd be a cheaper option. Of course she will. But for marketability? Mbaaaaaaa!
This is just one man's opinion.
Source: The Writers' Creed (Deji Ajijola)