The N130Million Endorsement darling that is Iyanya

1-9-of-37Pop 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 hitmaker, 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 winner 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 hard work. ‘All thanks and Glory to God because we are actually living out our dream. We are where we are today because of hard work 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.’

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.

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