By Gabriel Ewepu

A major force in the global entertainment industry, Nigeria’s Bobo Ajudua is acclaimed to be behind some biggest Africa’s celebrity deals.

Bobo Ajudua being a name synonymous with the progress of the African entertainment

industry in aligning with consumer brands is said to be unarguably the mastermind behind some of the continent’s biggest celebrity endorsements, which he has revolutionised the way African celebrities partner with brands.

Meanwhile, his approach to celebrity endorsements is far from traditional. Rather than simply

promoting a product, he crafts strategic partnerships that align with the brand’s long-term goals. 

This innovative approach has not only elevated the status of African celebrities but has also driven significant growth for the brands they represent.

One of the most notable examples of Ajudua’s work is the partnership between Davido and Infinix Mobile. This high-profile deal has been instrumental in boosting Infinix’s brand visibility and market share, particularly among young, tech-savvy consumers. 

By leveraging Davido’s massive influence, Ajudua has helped Infinix to become a leading smartphone brand in Africa.

A key aspect of Ajudua’s strategy is to secure equity stakes for his clients in the brands they partner with. This ensures that celebrities not only benefit from upfront payments but also share in the long-term success of the brand.

Ajudua’s innovative approach is perfectly suited to Africa’s dynamic business environment. 

By leveraging the influence of African celebrities, brands can tap into a vast and passionate consumer base. As more African celebrities adopt this model, it has the potential to reshape the landscape of celebrity endorsements and drive economic growth across the continent.

Bobo Ajudua is the Principal Partner, BFA & Co. He is also the visionary behind The BFA Agency, a premier media entertainment and talent management company that provides bespoke brand management, agency, PR and marketing services to brands and key players in both corporate and entertainment sectors.

His skills in the area of Media & Entertainment Law and provision of legal services to A-List artistes and music producers such as Davido, Fresh VDM, Dremo, etc and representation for top Nigerian record labels, has earned him the recognition he has today.

A graduate of the University of Essex in 2011 and the Nigerian Law School in 2012, Bobo is also a member of the Nigerian Bar Association.