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As star entertainer D’Banj (real name Dayo Oyebanjo) clocks 10 in the music industry in June 2014, SAMUEL ABULUDE takes a look at the man as a brand, comparing him to his contemporaries in the Nigerian music industry
The name D’Banj means different things to different people; musician, entertainer, energetic or a womaniser depending on how you perceive the star artiste. The 33-year old has become an icon and the face of a new generation African artiste with an international brand thanks to his passion and hard work in moving his music beyond the borders of Africa to the American market described as the headquarters of showbiz.
His Music
D’Banj debut album No Long Thing released in 2005 with hits like Tingolo and Mobolowon provided him with the breakthrough in music. With the single Koko, he sign-posted himself as the Koko master endearing himself to Nigerian youths and adults alike to the extent that the song was used by the Peoples Democratic Party (PDP) as its campaign theme in 2007 general elections. That was how penetrating his music was even to the Nigerian political sphere and this made sure the bespectacled musician become a constant guest to the corridors of power. His sophomore album, Rundown Funk U Up released in 2006 yielded a few hits with the popular Why Me. All this productive musical effort was with the imprint of his former pal and music producer, Don Jazzy. By July 2008, his third album, The Entertainer was dropped with great singles like Gbono Feli Feli, Olohun Maje, Entertainer among others. Notable events in D’BanJ’s career was his June 2011 signing to Kanye West’s G.O.O.D music record label as an artiste and its attendant entry into international stardom though it cannot be categorically said whether this single act of D’Banj with him as Mo’Hits Vice President signing to the Kanye West label, led to his break-up with Don Jazzy. With the major break-up of one of the biggest music label and brand Mo’Hits, DB Records founded by D’Banj and then Marvin Records created by Don Jazzy were the resultant effect.
His Mr Endowed Remix and award winning 2012 smash hit Oliver Twist video are one of the highlights of his bustling career as a musician not forgetting the Fall in Love video featuring Nollywood diva, Genevieve Nnaji widely reported to be in an off-and-on relationship with the singer.
His last album is a compilation effort and body of work under DB Records titled: D’Kings Men. It was officially released on June 24, 2013. D’Kings Men contained 17 tracks notably Don’t Tell Me Nonsense, Money on my Mind, Finally and featured J’Sol and of course his brother, Kay Switch. It is worthy of note that D’Banj’s current music is different and of less quality since his former music producer, Don Jazzy doesn’t produce his music anymore. Djs and observers of the music of the Kokomaster have seen a detour in D’Banj’s style of music and this is perhaps why he is seen as missing his former boss and business partner. Comedians have joked that anything Don Jazzy touches turns to gold (a hit) and that D’Banj needs him again for this.
His Worth
According to Forbes.com, D’Banj is one of Africa’s most recognisable new generation artistes. Based on their 2013 survey of 40 most powerful celebrities in Africa, the Koko master has sold over 3 million albums worldwide over the last six years and signed a record deal with Kanye West’s GOOD Music in early 2012. The Nigerian crooner and Harmonica player is also one of the savviest entrepreneurs in Africa’s music industry; has stamped his now famous ‘Koko’ brand name unto everything from mobile phones, an entertainment lounge, bottled water and even Garri (a Nigerian staple meal made of processed cassava).
D’Banj is regarded as the 2nd richest Nigerian entertainer after P Square and he is followed by TuFace and Don Jazzy respectively. With different endorsement deals and international distribution deals of D’Banj’s music and businesses, the star is set for greater heights.
With different names like Kokomaster, Igwe, Eja Nlla, Mr Endowed, Banga lee all referring to D’Banj, his brand seemed to be on the right direction.
On what the star artiste has done right to push his brand, Ikem Okuhu a brand expert says: “D’Banj’s music is strong and appeals to the youths. His stage presence is second to none as revealed by his sold-out events, tours and Koko concerts”.
Another observer and music/entertainment reporter, Steve Dede towing the same line added: “What you can take from him is that Dapo Oyebanji popularly known as D’Banj has invested immensely in his international career and brand. D’Banj’s brand looks stronger than Tu face but that does not mean he is richer.”
On what he is not doing right, Brand expert, Mr Okuhu pointed out that the musician has reduced his presence and relevance on the local music scene.
He stated, “As far as I am concerned, D’banj has taken a few wrong steps already. One, his signing on the Kanye West label has gone a long way to dilute his presence on the local music scene. I know what he wanted was international exposure but I am certain it would have been better for him to go international as a Nigerian brand export than to do that as one latching on to an American brand. He looks like an opportunist. Again his brand seems to be attaching to virtually everything. He once did a Koko phone which did not work. Now, he is putting his brand on Koko garri. These are platforms that might win him publicity but which would erode his brand in the long term. I cannot see the relationship between garri and hip hop.
Comparing his brand to that of contemporaries, Tu Face and Sound Sultan, Mr Ikem Okuhu, publisher of Brandish paper noted thus: “They are in different classes. Tu Face has established himself as an icon but D’banj seems to have slowed himself down with the deal he had with Kanye West which took him away from the Nigerian ecosystem for some period. Sound Sultan is a music philosopher, playing for the message and not for the market. His songs are selling for the deep messaging and not essentially for the sound and commercial value.”
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