Rapper Falz is so successful because he has got his branding equilibrium perfect down to the last dot.
Presently Falz who is the son of the legal luminary Femi Falana (SAN) has five endorsements (Cheki, Webmall, Coca-Cola, MTN and Remy Martin). He is also associated with MTV Base and hosts the Bigger Friday Show produced by the entertainment channel. His relationship with corporate Nigeria is very impressive.
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Critically looking at Falz’s discography (two albums) we can see that he does not have mega hits which are favoured by Nigerian artistes to make them rise rapidly to the top. Yes, Falz has scored decent hits with ‘Marry Me’ featuring Yemi Alade & Poe, ‘Soldier’ featuring Simi, and the mega collaboration ‘Bad, Baddo, Baddest’ featuring Olamide & Davido is beginning to gain steam they are however not knockout rap singles like ‘Alobam’ or ‘Durosoke’.
So the question has to be asked right about now, what is the secret of Falz’s success? Falz is a multi-brand that has delicately balanced mainstream appeal with premium packaging.
What does Falz do? Primarily he is a rapper. While trying to make a name for himself Falz decided to infuse the humorous side of him into his music. He blended his rhymes with a crass form of Yoruba accent that tickles the ears.
A few years later he would take his funny alter ego and put it on Instagram. A new star was born as thousands of people followed him daily just to hear him speak in his funny Yoruba accent.
This is the core of Falz’s gimmick- low end humour that a large number of Nigerians can relate to doubled with a polished and tasty outlook. Just because Falz gives us crass Yoruba humour that does not mean he shows up at events dressed shabbily. He is a good and sharp dresser which undoubtedly is a positive bonus for him when you factor in his ability to connect with young people in the country.
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The demographic of young people is gold for most brands and they look for any influencer that can give them awareness within this age bracket. This is what Falz does and this is why brands love him.
It should also be stated that with the revenue Falz gets from endorsements he is creatively free to churn out good rap music. The award winning rapper makes some of the best rap songs in Nigeria devoid of commercial pressure.
As a smart guy, Falz took his comedy from social media to TV. Now an award winning actor he has expanded his brand just beyond social media and music. Why won’t a brand manager won’t want to work with him? This is why he is booming.
A lot of celebrities who produce content for the masses fail to brand themselves properly. Singer Small Doctor makes music for the ghettos but unfortunately his visual branding isn’t top notch. It’s going to be hard for him to attract brands as much as Falz.
The rapper has succeeded in staying in his own lane, creating funny content for a mass audience, having top notch visual branding and producing high quality rap music. This is why Falz is successful.