Kenya musicians missing out on endorsements

Top Kenyan radio personalities Maina Kageni and Adelle Onyango were named as Johnnie Walker brand ambassadors at an unveiling ceremony last week. The two will represent Kenya in the ongoing Experience Formula 1 with Johnnie Walker promotion. Their first order of business as ambassadors was to attend the Formula 1 Grand Prix in Monaco at the weekend together with other endorsees signed to Diageo, the multinational company that owns the Johnnie Walker brand.

An endorsement of this magnitude is a clear indicator of the growing influence of the Kenyan entertainment and media industry.

“Today’s consumers are increasingly sophisticated and seeking new experiences. Therefore, such partnerships are welcome since they will enable our consumers to associate with the brand in an unconventional way,” Kenya Breweries managing director Jane Karuku said at the unveiling ceremony.

The entertainment and media industry feeds off advertising and marketing budgets. As such, where and when companies choose to spend their money is of grave importance to the industry. According to a PwC outlook report on African entertainment and media, total advertising revenue in Kenya reached $1bn in 2016. That amount is set to grow 8% by 2021, mainly due to a 13.6% rise in Internet advertising.

Considering Kenya's relatively small economy, the report says the East African country has the largest radio advertising market in the region and the 14th biggest in the world. It is hardly surprising that Kenyan radio personalities have risen in stature and influence to become a marketing force. Kenyan Breweries, which distributes Johnnie Walker, is a top advertising spender. Its latest deal with Kageni and Onyango will be watched closely by its competitors.

Touted as the queen of radio, Onyango has risen through the ranks to capture the youth market. She is known for her activism and the Kiss 100 morning show, and has steadily built her brand with countless trending hashtags. Her faithful following of fans is nicknamed #TeamAdelle.

“I'm really excited about this deal," she told Music In Africa. "I’ll get to travel to various global destinations and experience Formula 1 action live. I’ll also get introduced to the world of whiskey and get to understand it better. What’s great is that people have a chance to win a paid trip to watch Formula 1 races live as well.”

With the No 1 morning show on the airwaves, Kageni is arguably Kenya’s leading radio personality. He's had a long and successful TV and radio career. His ability to sell just about anything has earned him a string of successful endorsements and brand activations.

“I'm excited to be part of the inaugural Johnnie Walker Formula 1 campaign in Kenya,” Kageni said. “The brand perfectly fits into my character and personality so I'm looking forward to executing my role.”

Patrick Githinji is a PR and communications expert who has worked on numerous campaigns for blue-chip companies in Kenya. He says most companies use musicians only for concert-related activations, and only when there is a credible event organiser available. Githinji contends that many artists are difficult to work with and lack the professionalism required to be effective brand ambassadors.

“Kenyan artists are not getting these deals because of the character they represent,” Githinji told Music in Africa. “Corporate branding is all about the reputation of a celebrity and their relevance to the campaign. Take Maina Kageni for instance. He's not just a popular radio presenter, he’s a true Formula 1 enthusiast. He started various F1 fan clubs in Nairobi and he resonates well with the F1 fan base.”  

Corporate endorsements are the big-ticket revenue generators that make the creative industry sustainable. Although they may be good at their art, Kenyan artists are yet to fully exploit the business end of their craft. To secure the aforementioned deals, artists need to cultivate their skills in branding, cooperate networking, proposal writing and boardroom negotiations.

Only a handful of musicians, such as popular band Sauti Sol, who enjoy the expertise of a professional management team, have scored and maintained long-term endorsement deals. As such, artists need to realise that even though their songs earn them fame, the stature of their name is what will earn them revenue.