NIGERIAN CELEBRITIES IN BUSINESS

Don’t put all your eggs in one basket” is one saying that is often said in Nigeria but in the actual sense, only few understand what it actually means. Life has a funny way of springing up surprises, especially in Nigeria where anything can happen in the future due to the unstable economy. Growing up I heard a lot about celebrities who made so much money that could last them a lifetime, but due to poor financial management, ended up in penury. I then began to ask myself if those so called celebrities ever thought of ‘tomorrow’ or ever considered it. They allowed their affluence, popularity and the glory of their fame to becloud their minds and thus never invested or make the right financial decisions to safeguard their future.

That is the difference between that generation and today’s generation of celebrities. History they say teaches us the actions and deeds of the past so that we don’t repeat them in the future. That exactly is what this generation of celebrities have done, they have taken the proactive route by sourcing multiple income generating streams, because they know that the world of make believe, glitz and glamour only lasts but for a while.

It is true that corporate bodies endorse some of these celebrities, but beyond the corporate endorsement, these creative minds have fashioned out a way to boost their net worth and bank accounts. They figured out other alternative means to sustain their social and financial status, knowing that they will not perform or be in the limelight forever, as age and evolution is likely to play a huge role in their continued relevance in their respective chosen crafts. They seek to invest their hard-earned monies in lucrative businesses rather than waste them on frivolities.

With their respective entertainment careers being businesses for real, they have adopted and embraced a more practical aspect of business, owning brands that cater to the public’s basic needs. Truth be told, it takes a lot of guts and shear business and entrepreneurial acumen to run a successful business because of the many risks involved. But some celebrities have shown their doggedness and dexterity as entrepreneurs, they conquered the creative world and have turn their sights on the business scene. A list of these outstanding celebrities in no particular order have been put together. And they include:

• AGBANI DAREGO: The ex-beauty queen has moved on to greater heights after she won the Miss World Beauty Pageant in 2001. Although she has been a model for several local and international fashion brands, but in 2014 she launched her own denim range called ‘AD’ by Agbani Darego, offering jeans, dresses, sunglasses and bags.
• DBANJ: The koko master as he is fondly called by his fans, is not just a musician but also a food entrepreneur. He was faced with the daunting task which is to convince the general public of his ability to thrive in other ventures aside music. He has continued to feel the biting – scotching – dismissal, albeit unjustly, as an elite musician amongst his peers since his separation from his longtime collaborator, Don Jazzy. His ‘koko garri’ despite initially mixed reaction, is steadily beginning to gain wide popularity and acceptance as he has been able to get the who-is-who in the country, such as the richest man in Africa to endorse the product. The singer went as far as shooting a commercial for t he locally made product.
• TERRY G: The Akpoko master, Terry G, is now also a practical business man, launching his self-named table water company some months ago. He already has as many as eight delivery trucks, distributing packed water to Iju/Abule Egba and its environs. According to him, he is looking to launch a bakery in the outskirts of Iju, in a not-too-distant future. When asked about his goal for the business in a recent interview he said, “People keep asking for Terry water at different places which is quite challenging but na small small as a small boy but in 10 years’ time I will be very big. Like now, I have eight delivery trucks but don’t worry it’s a process to success.”
• 2FACE: 2Baba, as he is fondly called by his fans and peers, has his hands in other things apart from music. The forty year old singer owns the Rumours Night Club in Lagos, with two outlets in Festac and Ikeja GRA and he’s also into real estate.
• GENEVIEVE NNAJI: This delectable actress has quickly turned into an icon in the entertainment world with her impeccable delivery of roles, also a growing force on the international scene. Asides being an ambassador of a host of corporate brand (LUX, MUD), she sought to mastermind her personal business by launching her clothing line, St. Genevieve in 2008. The already thriving fashion brand caters to the need of the female populace with the single mother infusing her personal style into creating fabulous dresses for women. Genevieve relaunched the clothing line in collaboration with Jumia in October 2014.
• AYO MAKUN: A.Y is one of the most enterprising celebrities in Nigeria, from A.Y show to A.Y’s Crib and now he goes out of his usual line of businesses to set up the first ever non-smoking night clubs in Lagos, MVP. A.Y’s MVP is located in Lekki and was opened in 2014.
• INI EDO: This beautiful Akwa Ibom actress is not stopping on the screen, she has gone on to launch a bakery producing pastries and bread, with the name ‘Ini Delicious.’ Even though her distribution is very limited and needs some work, the efforts needs to be commended as she has taken that bold step to own a business.

Just to mention but few of the celebrities who are looking beyond the now and looking into the future. The question is, what are the other so called celebrities who don’t have other means of income doing? According to A.Y, when asked what prompted his delving into other business ventures apart from comedy, he said the different thing now is that it will give him the opportunity to take a bow from the entertainment industry when the time comes without fear as per what the future will give. He said it will also give the upcoming ones to express their talents without intimidation.

Finally, celebrities who have businesses are employers of labour, thus, reducing the rate of employment in the nation. That’s one of the most important things, some will say. So there you have it, share your thoughts, let me know what you think.