Damilola
5. Coca-Cola
Coca-Cola has lent its support to several Afrobeats initiatives, including the popular Coke Studio Africa, which brings together artists from different countries to create music collaborations and foster cultural exchange.
Coca Cola also sponsors music events and festivals in Nigeria. This has provided a vibrant stage for Afrobeats artists to showcase their talent and connect with their fan base.
4. Hennessy
The renowned cognac brand, Hennessy, has partnered with various Nigerian artists, organizing music events (Hennessy Artistry Finale Concert) and supporting creative collaborations, thereby contributing to the growth and visibility of Afrobeats.
Even though it is majorly for rappers and rapheads, their Hennessy VS Class has provided a breakthrough platform for some of the biggest Afrobeats artists including Blaqbones, AQ, Vector, Falz to mention a few.
3. Star Lager Beer
Star Lager Beer has been a long-standing supporter of Nigerian music. Back when it wasn’t popular, they powered Star Quest, a platform for Afrobeats talents to showcase their craft and through which artists like KCee of the KCPresh fame was discovered.
Star Lager Beer is also recognized for powering music in Nigeria through their Star Mega Jams concerts that featured performances by internationally acclaimed artists like 50Cent, Usher Raymond, Awilo Logomba, etc. Having home-based Naija stars perform alongside these global heavyweights contributed to raising the profile of Afrobeats artists and the genre as a whole.
2. MTN Nigeria
As one of the leading telecom providers in Nigeria, MTN has played a significant role in promoting Afrobeats through sponsorships, music competitions, and collaborations with top artists.
Their talent development show “MTN Project Fame” which remains one of the most iconic talent shows produced some top talents like Iyanya, Praiz, Niniola, Johnny Drille, etc.
MTN Nigeria has also partnered with streaming giant – Apple Music to make streaming cheap and accessible to Nigerians. The brand has also sponsored music events and provided Afrobeats artists with technical support in the form of special data plans to stream their groundbreaking arena concerts.
1. Pepsi Naija
The number one brand on this list is none other than Pepsi. The brand has been actively involved in the Nigerian entertainment and music scene, sponsoring music events, festivals, developing the eco-system and endorsements with Afrobeats artists. Their groundbreaking campaigns have helped popularize the genre both locally and internationally.
Their ambassadorial list consist of all the creme-de-la-creme of Afrobeats from the biggest vanguards – Wizkid, Tiwa Savage, Davido and BurnaBoy to the next gen pushing the boundaries in Rema and Ayra Starr. Outside the artists themselves, the brand has also made DJs their ambassadors, because they recognize that the turn-table champions are the life of the party and the soul of Afrobeats.
If you attend a concert in Nigeria, there is a very high chance the concert is refreshed by Pepsi or the brand’s logo is graciously adorned somewhere visible in the concert. This is to show the extent of their reach when it comes to partnering stakeholders in the industry. Their long list of concert partnerships include The One Africa Music Fest, Rhythm Unplugged, Trace Live, Livespot Festival, Flytime Music Festival and individual concerts of your favorite stars.
Outside concerts, they are actively involved in on-air, digital and offline events that further deepen audience’ connection with music and expand the reach of Afrobeats; from Turn up Friday with Pepsi where audience gets to party from the comfort of their homes and a new upcoming DJ is discovered every season, to the hugely popular Block Parties on the mainland, island and Abuja. From The Headies that celebrates Afrobeats stars to partnering with AMVCA to provide the music and entertain the fans of movies.
Even recently, the brand collaborated with Ambassador Burna Boy on the Global Pepsi UCL Kickoff campaign that culminated in Burna Boy performing at the UCL final – the biggest football match in Europe, and second biggest football match in the world.
Without any doubt, Pepsi has been at the fore-front of the growth of Afrobeats and they do not look like they are taking their foot off the gas. They recently announced the Pepsi Music Academy – to develop the next generation of superstars and while details are still sketchy, Afrobeats enthusiasts can only wait to see what the brand still has in store for the genre.
Conclusion
In conclusion, the vibrant and dynamic genre of Afrobeats in Nigeria owes a great deal of its success and global recognition to the unwavering support and collaboration of influential brands. These brands have not only provided financial backing but have also cultivated a sense of community, fostering opportunities for emerging talent and facilitating cross-cultural exchanges.
Their contributions have propelled Afrobeats onto the global stage, making it a cultural phenomenon that continues to captivate audiences worldwide. As we look to the future, it’s clear that the partnership between brands and Afrobeats will continue to evolve, driving the genre to even greater heights and ensuring its enduring legacy in Nigerian music and beyond.
