Johannesburg - Top South African recording artist and record producer Refiloe Phoolo, who is popularly known as Cassper Nyovest, has signed one of the biggest endorsement deals in local music history.
His MTN brand ambassador deal comes just weeks after the Maftown-bred rapper attempted to overcome a feat usually reserved for international acts – to headline a sold-out concert at the Ticketpro Dome in Northgate, in northern Joburg.
Cassper has achieved both – with 20 000 tickets having been sold for his show next Saturday, and he has also signed an agreement to become MTN’s newest brand ambassador in a deal that sets him to represent a major branding coup in the industry.
“It puts me among those that have done it as best they could. It’s one of the biggest deals in SA music industry.
“It means so much to me you can’t even understand, not from a monetary value, but rather from a ‘possibility’ point of view.
“Just how a small-town kid like me can end up in such blessed situations is a sign of how God is alive!
“The partnership with MTN is a natural career progression.
Welcoming @CassperNyovest to the MTN family! He's officially our new brand ambassador! Fun times ahead! #MTNCassper pic.twitter.com/6eOe0wJhMC
— MTN South Africa (@MTNza) October 22, 2015
“I’ve always sought to associate myself and the Cassper Nyovest brand with organisations and initiatives that unashamedly champion the development of music.
“I have found a home at MTN and I wish to make this partnership worthwhile for MTN customers,” he said.
According to Larry Annetts, sales and marketing executive for MTN South Africa, the Nyovest brand appeals to the majority of the network’s customers and his brand evokes the fun element, which is part of MTN’s brand attributes.
“We are pleased with the agreement we have signed with Nyovest which is further testament of our ongoing commitment to develop the music industry in South Africa and beyond,” said Annetts.
Nyovest, ranked MTV Base’s number 1 on “The Hottest MC in Africa” list, says he is grateful for the role Greg Maloka and Oskido played in securing the deal, thanking the two for “believing in me”.
Oskido said the deal would encourage a lot of other young artists to take their brands seriously – and to treat themselves as businesses.
The Sunday Independent