Is Don Jazzy about to chop N50 Million of Konga’s Yakata windfall?
News reaching me from credible sources inside the Mavin camp is that Michael Collins aka Don Jazzy is on the verge of signing a game-changing deal with Nigerian online shopping mall, Konga, to be their latest and possibly biggest brand ambassador to date.
While nothing has been concluded yet, negotiations are well under way and it seems more or less a done deal. Expect an announcement in few weeks.
Konga.com is one of Nigeria’s biggest online stores (even though their delivery time in my area of Suru-Lere completely sucks!), and it’s obvious the Sim Shagaya-led e-Tailer is looking for how to spend the proceeds from their massive sales during the ‘Yakata’ campaign in December 2014.
According to reports, 50 Million Naira (USD $273,201.46) worth of orders were processed every hour during the campaign, with an eventual tally of over $3.5 million (N646, 450, 000) made during the sales period alone! That’s more than enough to cover the cost of Don Jazzy’s services for a year, I think.
Industry sources put Don Jazzy’s sign-on fees at about N50 Million a year minus event performances, appearance fees, and hotel and transportation costs.
Konga’s last celebrity endorsement was from Afro-soul singer Omawunmi Megbele, and she appeared on a number of billboards and TV commercials, with very limited effect, I must say. Omawunmi’s music career, which was at an all-time high in 2013, has somewhat dipped with the rise and rise of other female musicians like Tiwa Savage, Yemi Alade and Seyi Shay.
Don Jazzy on the other hand is a pop culture tour de force and is the closest thing to a true celebrity influencer in Nigeria, particularly online, a space where Konga’s business resides.