Entertainment
ShowBiz Celebrity Brand Ambassadors On Parade
Developments in the show
business in Nigeria shows that a good number of Nigerian brands, especially in the telecommunications and banking sectors are now associating with creative personalities in music and movie as well as sports to further their brand to targeted audience.
This trend which started over six years ago has gained more relevance as a result of increasing exposure to television and major sporting events in the world. The popularity of the Nollywood industry is also giving Fillip to brand ambassadorship. Top celebrities in the Nigerian creative industry have in this past years found this growing business a new way of making mega bucks.
Some of these brands and their ambassadors include:
D – Hafeez Oyetoro aka Saka, who shocked most of the subscribers of Etis alaf when he dumped the company and pitched his tent with rival telecom giant, MTN as a new MTN and campaign prove this fact “I don port go NTN, I don upgrade to MTN” Saka sings and dances.
The Tide Entertainment gathered that the comic actor was paid a whooping N20 million for this new deal.
2. Rapper Olamide, Wizkid and Davido, have just been signed as the brand ambassadors for Guinness Nigeria and the deal, according to our service, is worth millions of naira.
3. P-Square, Basket Mouth and Burna Boy, are Glo ambassadors. They are the highest prized artistes in the music industry, last year, P-Square and D Banj were “the highest paid, with P-Square signing a four year deal said to be N240 million.
Other Glo ambassadors include Basket Mouth Burna Boy, Ego of the Lagbeje Fame among others who got between N10 and N50 million.
4. 2 Face Idibia He is the new face of Airtel, a deal valued at several millions of naira, it would be recalled that 2 face also signed a deal with Guiness Worth several millions of naira.
5. Dare Art Alade, Dan Foster and Toke Makinwa of 92.3FM and 93.7FM respectively are brand ambassadors to Unilever Nigeria Plc, makers of popular beverage drink, lipton.
6. Yetunde Alabi (Shasha) and Banky W, are Samsung brand ambassadors. Though Shasha has been dropped from the platform, Banky W is still enjoying the big box offer of the GSM company.
7. Kcee, Davido Iyanya, and other notable singers are currently with MTN as ambassadors with mouth watering deals running into millions of naira.
8. Don Jazzy D’Prince are brand ambassadors for Loya and MTN while pop music producer, Don Jazzy doubles for Loya and MTN, his younger brother, D’Prionce is ambassador for MTN, the telecoms giant.
9. Wizkid, Tiwe Savage. This top artistes were recently confirmed as the new Pepsi ambassadors. The contract deal involved a huge amount of money. It was also reliably gathered that the duo recently cornered a new deal with MTN said to be worth close to N25 million.
With the way things are going in the entertainment clan, it is obvious that the musicians have succeeded in benching their predecessors in the movie clan. The movie practitioners actually dominated the brand ambassadorship deal before The Tide changed in favour of the top musicians.
The Tide Entertainment reports that International stars Busta Rhymes and Gunna topped the bill, while the festival showcased a powerhouse roster of African talent including Wizkid, Tiwa Savage, Shenseea, Phyno, Fave, Juma Jux, Qing Madi, and Diamond Platnumz, among others.
The festival launched December 7 with an eye-catching opening ceremony featuring aerial ballet performers, establishing an elevated artistic vision for the weeks ahead. That first night brought Nigerian heavyweights Wande Coal, Young Jonn, Ice Prince, Darey, Fola, Shoday, and Jerry Shaffer to the stage.
The Federal Ministry of Art and Culture partnered with the festival, with Minister Hannatu Musa Musawa acknowledging Detty December Fest as a vital force in Nigeria’s cultural landscape. She emphasized its impact on amplifying the country’s creative presence internationally and driving holiday tourism.
The 2025 edition raised the bar for live entertainment in Lagos, building on Detty December’s established reputation as a catalyst for tourism, entertainment, and economic growth during the year-end season.
The milestone was confirmed on Monday by FilmOne, the movie’s distributor, who announced that the film is now the fastest title in West Africa to cross ?1 billion. The achievement further cements Akindele’s dominance in the Nigerian film industry.
Since its release, Behind the Scenes has shattered multiple records. It posted the highest single-day box office gross ever on Boxing Day, earning an impressive ?129.5 million. It is also the highest-grossing film of 2025 so far, and remarkably, it marks Akindele’s third movie to cross the ?1 billion mark, a feat no other director has achieved.
The Tide Entertainment reports that with this latest success, Akindele has strengthened her position as Nollywood’s highest-grossing producer of all time, becoming the first filmmaker to deliver three billion-naira blockbusters within a single calendar year.
Reacting to the achievement, the actress and filmmaker expressed heartfelt gratitude to her supporters, collaborators, and distributors, while also revealing the film’s growing international reach.
“Over the years, I’ve always valued my fans, because without God and you, I am nobody,” she wrote.“Thank you all for coming out to watch this movie and for supporting my brand through the years.Thank you to the distributors, my colleagues—especially those not in the movie who still came out to meet and greet my fans.Big love to the cast and crew. This is only the beginning; let’s take Behind the Scenes even further.”
She also disclosed that the film is currently screening in cinemas across two European countries and the United States, signaling its expanding global appeal.
Akindele’s box office dominance has been nothing short of historic. In 2023, Battle on Buka Street became Nollywood’s highest-grossing film with ?640 million. She raised the bar again in January 2024 when A Tribe Called Judah became the first Nigerian movie to hit ?1 billion. Later that year, Everybody Loves Jenifa broke another record, grossing ?1.6 billion to become the highest-earning film in West African history.
Nigerian singer Innocent Idibia, popularly known as 2Face, has revealed his former bandmate Faze’s position in the long-running rift between him and their other ex-bandmate, Blackface.
The Tide Entertainment recalls that Blackface and 2Face have been involved in an on-and-off feud over the years, with the former repeatedly accusing the latter of intellectual property theft, allegations 2Face has consistently denied.
Addressing fans midway through his performance at the Made in Benue Festival in Makurdi recently, 2Face said Faze has maintained a neutral stance in the dispute between him and Blackface.
He stressed that the rift does not involve Faze in any way.
“You all know that Plantashun Boiz consisted of Blackface, 2Face and Faze. But due to some unforeseen circumstances, Blackface is not with us right now.
“However, no matter the beef wey me and Blackface get, nothing concern Faze inside. So, Faze is right here with me and we will represent Plantashun Boiz,” he said.
The rift between Blackface and 2Face began after Plantashun Boiz disbanded in the 2000s.
Following their split, Blackface blamed 2Face for the breakup and accused him of song theft.
The relationship between the duo has remained strained over the years despite several attempts at reconciliation, with peace efforts often short-lived.
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