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How eagle’s defeat affects Olamide, five others


The Super Eagle’s anticipated victories at the ongoing World Cup in Russia may not carry the much expected pomp. This is as a result of breach in plan by rave singer, Olamide, to perform after Nigeria’s match.

Following the last Olamide Live in Concert, #OLIC4 show at the Teslim Balogun Stadium on December 16, 2017, the management of Kwese Free Sports TV had planned to sponsor Olamide and five fans to be chosen by him to the World Cup.

I was with the General Manager of Kwese Free Sports, Chichi Nwoko during the show. And she explained how the Mundial show was supposed to play out: “We are hoping that when the Super Eagles win, we would break out into a party with Olamide performing. We are a very musical people. For me I think that on the other side of entertainment is sport. Just to reiterate, we want to plug in to what our fans enjoy…,” she said.

Now that Olamide will not be in Russia under this arrangement, apart from the expected after match concert, the singer has just denied five grassroots fans of a life time experience.

According to Nwoko, “We are also giving him the opportunity to engage with our audience of young men. We want them to enjoy the World Cup with us. So, what we have done is, not only are we going to be taking Olamide to the World Cup, we are allowing him to take five of his fans; and these are regular people on the street who wouldn’t have the opportunity. We are proud to sponsor that experience. This is in line with our brand’s promise to not only show the matches but to also be on ground.”

I’m usually thrilled by a mandate that tends to place priority on the masses, especially as a business decision. But the table turned when the hip hop sensation sealed a deal with Play TV, a competitor of Kwese TV as brand ambassador.

Olamide also launched his much-anticipated music and lifestyle channel, Voice of the Streets (VOTS) on PLAY TV. The event coincided with the birthday of the musical star at which he gave out 100 Play decoders with 12 months free subscription to reward his fans for their loyalty to him and his music over the years.


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