By Ayo Onikoyi

On April 29, 2024, tomorrow to be precise, the Chairman of Globacom Group, Michael Adeniyi Agbolade Ishola Adenuga Jr will be 71 years old on planet earth.

Of course there won’t be any fancy birthday celebration or some grandiose show of luxury and power. He doesn’t need to pull his weight or beat his drums, his deeds do the talking for him.

And it is rather impossible to encapsulate the great deeds of Dr Mike Adenuga Jnr in one piece of any write-up or epistle but Potpourri, once again, takes a look at his indelible footprints on Nigeria’s entertainment landscape.

Apart from making the impossible possible in the art and science of telecommunications in Nigeria by displaying uncommon empathy for the welfare of his people through his flagship company, Globacom, Adenuga has also demonstrated that the love of the arts is deeply rooted in his DNA. Since arriving on the scene in 2003, Globacom has touched the lives of more entertainers than any known person or entity, be it corporate or private.

As the wind beneath the wings of the corporate kingdom called Globacom, Adenuga created a giant octopus with tentacles spreading deep into the labyrinth of the Nigerian entertainment space, not only by boosting the industry with a number of initiatives laced with incentives but also by enriching the players and changing their status from mere stars to superstars of means and great stature.

When Globacom berthed in 2003, few Nigerian entertainers were millionaires, and fewer still ever had a deal worth a million. And many more still had a notion of what brand Ambassadorship was all about. Adenuga’s flagship company arrived on the scene at a time when entertainers were being paid peanuts for their artistry, Globacom upped the ante, dishing out millions of naira to their ambassadors, and helping them to live the life they only see in the movies or on MTV.

The least paid ambassador, sources said, was getting at least N10 million per annum depending on their level of stardom. But the highest-paid ambassador was P-Square, which, at the height of their fame, was reportedly paid over N200 million and each got an expensive SUV each. While Peter got a 2015 G-Wagon, Paul got a Range Rover as part of the deal. Alas, the twin brothers have gone their separate ways.

Prior to that, D’banj was reputed to be the highest-paid ambassador. In 2008, he was signed on as a Globacom ambassador in a deal worth N70 million and got a branded SUV estimated at N15 million. As the headlining act during the company’s Rock and Rule tour of Nigerian cities then, he got N2 million per show and was signed on for 18 cities. He was disengaged in 2010 due to a face-off with the company over performance engagement fees and re-engaged in 2013.

Pioneer of celebrity endorsements

Globacom pioneered celebrity endorsements in 2003 with Sunny Ade, Lagbaja, Osita Osadebe, Oliver d’Coque, Nelly Uchendu and others after it launched its operations. It was a new experience for several musicians, Nollywood actors and comedians in terms of finance and boost to their careers. It was a step many soon followed but Globacom continued by taking the game to a whole new level.

READ ALSO: Mike Adenuga Jnr @ 69: Celebrating Nigeria’s No 1 corporate champion of entertainment

It was a move that clearly distinguished the Chairman as a patron of the arts. No corporate entity or person has touched more lives in the entertainment space like Mike Adenuga. All through the years, musicians, footballers, literary icons, actors, actresses, comedians and other entertainers have benefitted from the stable of the company.

In 2015 alone, Globacom made history by signing 28 artists as brand ambassadors in what turned out to be the biggest endorsement deal by any corporate organisation in Nigeria. It was also a huge boost to the entertainment industry as the selected artists cut across Nollywood, comedy and music industries.

Apart from the generous financial package attached to the endorsement deals, Glo as a global brand offers a big platform for the artists to further promote their career through the company’s heavy marketing communication activities in local and international media.

A look at the Glo Ambassadors across various segments of the entertainment industry

Presently, only Asake, Chike and Kizz Daniel are the company’s brand ambassadors signed in September of 2023. But through the years, the company has touched many lives in the movie industry, music industry, comedy industry and sports.

Movie industry

Globacom is not called a “network of stars” for nothing. With Adenuga’s love for movies and film stars, many Nigerian movie stars have had a taste of his magnanimity, in the form of endorsements and features in television commercials.

It is almost impossible to draw a list of movie stars that had felt the warmth of Adenuga’s light and heart of gold.

Some of the movie stars include but not limited to Odunlade Adekola, Patience Ozorkwo (MamaG), Late John Okafor, Funke Akindele, Ini Edo,  Rita Dominic,  Chiwetalu Agu, Helen Paul, Bishop Ime and a host of others.

Music industry

If Adenuga’s Globacom’s presence has been huge in the movie industry,  it has been rather profound in the music industry.

It is almost impossible to think of any artist worthy of note that has not drawn from the water chest of Adenuga’s Globacom. Ebenezer Obey, Onyeka Onwenu, Davido, D’Banj, Peter and Paul Okoye (PSquare), Chinedu Okoli (Flavour), Jude Abaga (M.I), Wande Coal, Omawumi Megbele, Bez Idakula, Burna Boy, Ego Ogbaro, Sammie Okposo, Sani Danja Teniola, Don Jazzy, Wizkid, Korede Bello, Reekado Banks Hadizah Blell (Di’ja) and plenty more.

Comedians

Nigerian stand-up comedians won’t forget Globacom in a hurry. They have had many reasons to smile to the bank on the back of Adenuga’s horse of fortune.

 Ayo Makun (AY),  Bovi Ugboma, Gordons, Basketmouth, I go Dye, Brother Shaggi and many others would have a good tale to tell of the captain called “The Bull” and his vessel known as Globacom.

The advent of Globacom has really been a blessing to celebrities in the industry and beyond. The most interesting factor is that Glo is still very much in the game of investing in the entertainment industry despite unfriendly and stifling economic realities across the world. Nothing  has been able to stop the Bull (Mike Adenuga) in his tracks as charges ever relentlessly, striving to leave a mark not just on the entertainment landscape  but on the sands of time as a true great man who impacted the world positively and everyone who came across his way.

Many more glorious years SIR