Rave of the moment and Enugu-based Rapper, Jeremiah Ani aka Jeriq, has joined the league of Nigerian elite artists as brand ambassador to global soda brand Pepsi.
The endorsement was revealed in a silent announcement by the artist on his X page, as a video snippet featuring the artist drinking a bottle of Pepsi amid signage repping Enugu state, his musical base.
The development marks the first time a regional artist is bagging a major global endorsement without a firm grasp of the Lagos music scene. This marks the end of Lagos State’s monopoly of opportunities in the Nigerian Music scene.
The Pepsi ambassadorship is a significant milestone and serves as a rite of passage for Nigerian Music stars on their road to global stardom. It opens the artists up to the worldwide market and paves the way for more partnerships with international brands.
In Nigeria, Big artists like Burna Boy, Tiwa Savage, Wizkid, Rema, Davido, and Arya Star have bagged the Pepsi Ambassadorship deal, going on to secure other partnerships with international brands.
The financial compensation for a Pepsi Ambassador, especially for an artist like Jeriq, is rarely disclosed. However, Wizkid’s Pepsi deal in 2012 was reported to be valued at about $350,000. This is the only reported Pepsi Ambassadorship deal in Nigeria that included figures.
Infoeast View
- Jeriq’s ambassadorship deal breaks a glass ceiling for indiginious igbo artists honing their craft in Eastern Nigeria and catering to a particular demographic in the Nigerian Music market.
- From a marketing perspective, Pepsi might be using the deal to promote its product in the eastern region, shifting from the usual nationwide campaigns to a niche-centric one. Jeriq is not a national icon, and his new deal with Pepsi reflects a shift to a more targeted demographic by the international soda brand.
- It is worth noting that Phyno, the pioneer of the modern Igbo rap niche, did not secure a Pepsi Ambassadorship deal at the height of his career.
