By Adedayo Odulaja
When word got out just days ago that the mother of all ‘porting’ was on the verge of taking place in the Nigerian entertainment playground, not a few would have steeled themselves for some unpalatable yet interesting news in the days ahead, depending on which side of the fence you sit.
The porting, believed to be impending at the time, according to a statement released by one Gbenga Olorunpomi, had to do with respected music producer, Don Jazzy and the entire Mavin Crew he leads.
Of course it must have caused some frenzy in the brand world and perhaps, panic in the corporate communications departments of some of the telcos. But having put pen to paper for Nigeria’s leading telecoms provider, MTN since 2013, whatever ‘porting’ would involve the Mavins boss and some of his acts would surely be a big deal.
Especially when it concerns 4 of Nigeria’s leading music stars moving to a rival company in the mould of Globacom, it would surely shake the industry even more than MTN’s ‘poaching’ of Hafiz Oyetoro, better known as Saka, did a few years ago.
But before anyone could fully anticipate the next thing to follow, Don Jazzy signed an extension of his MTN contract, two months before the subsisting contract expired.
According to feelers, Globacom was preparing offers for Mavin’s rising musicians, the trio of young but talented Di’Ja, Reekado Banks and Korede Bello but of course, it would be difficult for such a deal to be sealed without someone weighing up the possibility of the older and more experienced Mavin acts being involved in a potential Glo deal.
That alone says something but I am of the opinion that it would have taken something truly remarkable for Glo to convince Don Jazzy to move to the other side. And that is not just talking about the money but the entire process.
Without necessarily reopening old wounds, don’t forget that Don Jazzy’s former partner, D’banj inked his second endorsement deal with Glo sometime in late 2013. The Kokomaster signed his first deal with the telco firm in 2008, a 2-year deal believed to be worth around N70m. Renewing the deal however proved difficult, leading to the parting of ways for both parties in 2010.
When D’banj, who was unveiled in January 2014 by Glo for the second time, would make his return, other acts including Psquare, Naeto C, M.I, Lynxxx, Bez, Burna Boy, Flavour, Waje, Omawumi, and even a little known act, called Chee were all named Glo ambassadors about the same time. That is apart from the long list of Nollywood stars including Monalisa Chinda, Ini Edo, Funke Akindele, Chioma Akpotha and others who had come on board the company’s ambassadorial ship.
Even Wande Coal, who had just started his own journey as boss of newly formed label, Black Diamond then, got a look in. In all of these, sources say Don Jazzy was not considered ‘big’ and ‘active enough’ to be unveiled an ambassador from the first time D’banj was signed on.
Being mainly a producer and background person and all. MTN thought otherwise and the company would seem to have been vindicated with the man born as Michael Collins now deemed very attractive by brands.
Why then would he leave the MTN that saw some good in him, and even signed his brother, D’Prince back then now for Globacom? Not to forget the fact that Tiwa Savage and Dr Sid are now also on the same plane.
Of course he is a businessman, but I think with the benefit of hindsight, it would not have been an easy decision to jump ship.