#LAMBMartellCypher and how Nigerian Hip-hop did effortless brand promotion

#LAMBMartellCypher and how Nigerian Hip-hop did effortless brand promotion

click photo for more information
#LAMBMartellCypher and how Nigerian Hip-hop did effortless brand promotion
<p class="">The cypher was so powerful, it started a conversation about what was previously Nigeria’s premier rap cypher – The Hennessy Cypher.</p> <h1>Over the past few years, Nigerian Hip-hop has owed major celebratory thanks to LVMH liquor brand, Hennessy for the yearly promotion of Nigerian Hip-hop through the annual cyphers and over the years, we […]
19
26

<p class="">The cypher was so powerful, it started a conversation about what was previously Nigeria’s premier rap cypher – The Hennessy Cypher.</p>

<h1>Over the past few years, Nigerian Hip-hop has owed major celebratory thanks to LVMH liquor brand, Hennessy for the yearly promotion of Nigerian Hip-hop through the annual cyphers and over the years, we got some great sessions.</h1>

<p class="">Asides that, <strong>Hennessey Artistry</strong>, a yearly talent hunt has produced people <strong>BET Award</strong> winner, <strong>Panshak ‘Ice Prince’ Zamani</strong>. For that, we’ve been grateful. But recently, due to no fault of Hennessey’s, the cypher began a questionable moonwalk off the coast of Amalfi while being chased by a pack of cannibals – seemed like it, at least. </p>

<figure class="image" align="center"> <img src="http://ocdn.eu/images/pulscms/NjY7MDA_/21dfc8e2d3335620da8d860a37870e62.jpg" alt="#LAMBAugust Cover (Chocolate City)"> <figcaption>#LAMBAugust Cover (Chocolate City)</figcaption> </figure>

<p class="">Earlier today, rival brand, <strong>Martell</strong>, via its very eminent Ambassador, <strong>M.I. Abaga</strong>, backed a cypher featuring M.I’s fellow<strong> #LAMBAugust</strong> members, <strong>AQ, Loose Kaynon and Blaqbonez </strong>ripped Nigerian Hip-hop a new one in an acid-laced nail heavy downpour of bars, intricate flow, subliminal, pettiness and killer multisyllabic combos of quotables, backed up by a disturbingly production from <strong>BeatsByJay. </strong></p>

<figure class="embedded_application" align="center"> <figcaption>MARTELL CYPHER 2019 (M.I. ABAGA, BLAQBONEZ, A-Q, LOOSE KAYNON)</figcaption> </figure>

<p class=""><em>Let’s take a minute for all the lives lost to that repetitive bass riff that sends us to melody heavens, brimming with smiles and a fistbump. </em></p>

<p class="">Back on the matter, the idea for the song was set; M.I and his fellow fire-flame spitters were going to spit these bars and run their rivals all the way out of dodge, kicking and screaming, with a live instrumentation of the beat to #LAMBCypher and a rain of bars relating to Hennessy not paying their Cypher inductees and a looped version of that very poignant Loose Kaynon sub. </p>

<p class="">For better, it has worked. Guess who took an L? Yes, you guessed that right – the liquor with French ownership. The idea of no payment for rappers is worrying and the advent of <em>pro bono</em> rap acts with lines written through clenched fists, gritted teeth, while the blood boils with the fire of impending competition in a Hip-hop cypher should be over </p>

<p class="">Love him or hate him, agree with him or don’t – like this scribbler doesn’t always do – but you cannot deny that M.I has again killed a cypher, done Nigerian rappers a solid, while he rides his White Stallion into the war of brands against an army, depleted by the killer blow of #LAMBCypher. </p>

<p class=""><strong>M.I killed three birds with one stone – Hennessy ti lazdent… for now… </strong></p>

<p class="">The idea of brand competition means that even though your brand is strong like Hennessy’s, you can still not afford to be dragged in the mud, on a staple so big as one that belongs to Nigeria’s biggest rapper, while a rival for market share benefits from the loss and you take body shots for some of your reported shortcomings – not paying rappers. </p>

<figure class="image" align="center"> <img src="http://ocdn.eu/images/pulscms/ZDc7MDA_/5d68b92aabddcd8d0854c8317c14fb09.jpeg" alt="MI Abaga hosts Martell #BeCurious Party at Bite Billonaire’s Lounge"> <figcaption>MI Abaga hosts Martell #BeCurious Party at Bite Billonaire’s Lounge</figcaption> </figure>

<p class="">At the root of branding are competition and the need to con the market with enough pheromone to cop a significant market share to your side, either by aggression or by the simple power of wits. Martell has always played catch-up to Hennessy and even this win will only take a pound of flesh off Hennessy – which the entire organism will survive, but it is a pound of flesh, nonetheless. </p>

<p class="">This is such a big win for Martell because M.I has one of the strongest, most loyal and most brutal fan bases in Nigerian music, it’s almost like an angry mob of spectators in an arena, revolting at an oppressive Emperor for unnecessarily delaying a clash of titans or a pack of wolves after hapless adult, running on foot towards the edge of a cliff. </p>

<p class="">Music is also a powerful ingredient in branding. There’s a reason why <strong>Pepsi</strong> always includes music in their ad campaigns, despite the presence of other marketable brands with a significant following. At times, music is enough to drive a campaign without the presence of a known face – the face just has to be alluring and marketable when the music is good. </p>

<p class="">The combined implication of these factors is that, amongst some fans who have played this cypher and who decoded the body shots will start a fire conversation on the negative treatment of Nigerian artists at the hands of brands – a topic that gets <strong>Twitter NG </strong>on edge. </p>

<p class="">Whatever Hennessy does now, it’s an L, except they get their Cypher to produce flames of Urdun – the demon that got<strong> Gandalf</strong> in<strong> Fellowship of the Ring</strong>. Reply with a statement, people know you got pressed and you got nervous. Wave it aside and people say you got an L in no ways dissimilar to <strong>Drake</strong>’s L after <strong>Pusha T</strong>’s classic, “<em>Story of Adidon</em>,” intellectuals will also demand a reply and so will liberals. </p>

<p class=""><strong>Might not translate into physical sale slides, but it is a loss Hennessey won’t want </strong></p>

<figure class="embedded_application" align="center"> <figcaption></figcaption> </figure>

<p class="">In July last year, <a href="https://www.pulse.ng/gist/bankwars-nigerian-financial-institutions-go-at-it-on-twitter/k3cyh10" id="682e2bfb-672b-496f-8efc-b2815c42c006">#BankWars</a> ensued on a good Saturday morning and people got a rude awakening. To cut the long story short, despite the social media rain of subs by other banks in a war of subs started by Sterling Bank, Sterling won the battle as it drew attention towards itself. Two months later, its customer base soared as millennials gravitated towards their ballsy approach. </p>

<p class="">In the same vein, #LAMBCypher has given Martell a victory that might or might not translate into an upward spike in sales – depending on how Martell utilizes it. For Sterling, their Twitter handle got more active and interactive – this might not be a bad tactic from Martell. </p>

<p class="">While the war is still ongoing and cannot be won by simple subs, Martell took this round thanks to #LAMBCypher. </p>

<p class="">P.S: I smell a Nigerian rap beef in 2018. Cheers to that *<em>grabs an empty Martell bottle</em>* </p>

<figure class="embedded_application" align="center"> <figcaption>The Cypher 2018 | Team Reminisce</figcaption> </figure>

Here are 5 differences between men who care about your sexual satisfaction and men who don’t

click photo for more information
Here are 5 differences between men who care about your sexual satisfaction and men who don’t
<p class="">Where does your man fall?</p> <h1>Wham-bam-thank-you-ma'am.</h1> <p class="">That is a term used in reference to sexual activity conducted quickly without tenderness or affection of any sorts. When it comes to sex, this is how some partners go about it, often leaving you unsatisfied and frustrated.</p> <p class="">On the other hand, there are men who […]
3
3

Dogara advocates establishment of special education fund for children of fallen heroes

click photo for more information
Dogara advocates establishment of special education fund for children of fallen heroes
<p class="">Speaker Yakubu Dogara calls for the establishment of special education fund for children of fallen heroes.</p> <p class="">As part of measures to improve the welfare of men of the armed forces, Speaker of the House of Representatives, Yakubu Dogara, has advocated for the establishment of a special education fund for the children of Nigeria’s fallen […]
0
7

How cinema experience resurfaces in latest range of TVs

click photo for more information
How cinema experience resurfaces  in latest range of TVs
Technology Innovations were never in short supply at the just-ended 2019 Consumer Electronics Show, CES, in Las Vegas. Continue reading How cinema experience resurfaces in latest range of TVs at Vanguard News Nigeria. Related
19
5

iSON scoops four awards @2018 NiTA Awards

click photo for more information
iSON scoops four awards @2018 NiTA Awards
iSON Group, clinched four awards at the recently-concluded 2018 Nigerian Technology Awards in Lagos, Nigeria. iSON Technologies, a subsidiary of iSON Group bagged the I.T Services & Support Company of the Year and the Managed Services & Support Company of the Year awards while iSON BPO International Limited carted away the Contact Centre & BPO […]
0
5

New Police IG Adamu speaks, promises change of strategy

click photo for more information
New Police IG Adamu speaks, promises change of strategy
Mr Adamu was decorated Tuesday by President Buhari. The post New Police IG Adamu speaks, promises change of strategy appeared first on Premium Times Nigeria. Related
2
5

INEC delivers 4, 637 ballot boxes in Edo

click photo for more information
INEC delivers 4, 637 ballot boxes in Edo
The Commission says more ballot boxes are being expected in the state. The post INEC delivers 4, 637 ballot boxes in Edo appeared first on Premium Times Nigeria. Related
0
12

New Year, New Record Label? YCee parts ways with Tinny Entertainment

click photo for more information
New Year, New Record Label? YCee parts ways with Tinny Entertainment
Nigerian music star YCee has confirmed that he has parted ways with Tinny Entertainment, the record label he was formerly signed to. A Twitter follower asked him yesterday if he had left the record label and he replied with a simple “Yeah”. The 25-year-old star, real name Oludemilade Martin Alejo, has not given a reason for […]
19
12

Chris Pratt & Katherine Schwarznegger Are Engaged!

click photo for more information
Chris Pratt & Katherine Schwarznegger Are Engaged!
Chris Pratt & Katherine Schwarznegger are engaged! The couple shared this photo on their respective Instagram pages, celebrating their engagement. Katherine Schwarznegger is the daughter of Hollywood actor, Arnold Schwarznegger. The post Chris Pratt & Katherine Schwarznegger Are Engaged! appeared first on INFORMATION NIGERIA. Related
25
13

Buhari, Osinbajo, Saraki, Dogara, Onnoghen others lay wreaths for fallen heroes

click photo for more information
Buhari, Osinbajo, Saraki, Dogara, Onnoghen others lay wreaths for fallen heroes
PRESIDENT Muhammadu Buhari, Vice President Yemi Osinbajo, Senate President, Bukola Saraki, Speaker of the House of Representatives and the Chief Justice of Nigeria, CJN, Justice Walter Onnoghen on Tuesday participated in the laying of wreaths in honour of soldiers who died in service in Nigeria and at international assignments. Continue reading Buhari, Osinbajo, Saraki, Dogara, […]
19
20

Petr Cech annouces retirement after 20 years of excellence

click photo for more information
Petr Cech annouces retirement after 20 years of excellence
Arsenal keeper Petr Cech is to retire at the end of the season. The 36-year-old joined Arsenal in June 2015 from the club’s London rivals Chelsea, where he spent 11 years. “Having played 15 years in the Premier League and won every single trophy possible, I feel like I have achieved everything I set out […]
0
23

Uchechukwu Orji: The Broke Girl’s Guide to Weight Loss

click photo for more information
Uchechukwu Orji: The Broke Girl’s Guide to Weight Loss
It’s over now. You went to the village to eat okpa and drink chilled malt. Or maybe you went to the abroad to chop life. If you stayed in Lagos, you probably visited all the hang out spots because you no fit die for nothing. But now, Onwa December has come and gone. And you […]
23
22

Your Better Self with Akanna: Stand Out From the Crowd in 2019

click photo for more information
Your Better Self with Akanna: Stand Out From the Crowd in 2019
One cold evening in Toronto, I was visiting the city and decided to use the public bathroom at the train station.  In the men’s room, right behind me in line waiting for a free urinal, was a lady.  As you can imagine, all eyes were on her.  I turned around to give her a probing […]
0
43
load more posts