Nigerian artistes should focus on long term goals, says Viacom boss

He made this known while he served as a panel speaker at the annual creative summit held in Lagos.

He said: “Some of the influencers do not fully align with the brand’s vision or marketing objectives, so they can’t fully leverage the use of their platforms to achieve the set objectives. Rather, they are more concerned about how much money they can make for themselves in the immediate and not necessarily support the brands to achieve relative success in the long run even if it means going the extra mile.

“Whereas, these influencers can even make much more money off endorsements or brand association if they fully cooperate with brands and deliver tangible value that positively impacts the bottom line of the brand. This would create opportunities for more long-term relationships instead of being discarded after a year or two because their songs are no longer hot.”