Celebrity merchandise and misplaced priorities

Dar es Salaam. There were days when fans would proudly hoard vinyl records or proudly display their CD collections, these days, as technology renders obsolete any physical manifestation of such interests, merchandise allows consumers to own a piece of a celebrity’s world.

In a world where digital music now being seen as more of a throwaway commodity, fans are substituting it for a more physical, tangible product as a way to connect and be closer to the artist.

In the midst of dwindling album sales –mainly due to massively disruptive streaming services – live concerts and tour merchandise have become an increasingly significant part of the business model for artistes.

The subsequent frenzy that surrounds the release of such merchandise can be extraordinary and quite loud at certain times.

Despite being a new phenomenon in the developing world it is catching up in Tanzania with several artists signing up for all sorts of merchandise from confectionery to energy drinks.

This year will go down as one of a kind when crooner AliKiba scored on multiple fronts, first was the dream wedding in Mombasa which was followed by a reception in Dar es Salaam a fortnight later.

Then came the launch of his energy drink, ‘Mofaya’ which by all accounts caught many by surprise, he had once again pulled a clever move on his fans and the industry all together. The media has been on an overdrive to promote the drink which according to him is canned in South Africa but with prospects of opening up a factory in Tanzania.

AliKiba like any other businessman is quite upbeat about his latest creation just as he has been about his music, for he is targeting the larger East African regional market.

Speaking at a local radio station Times FM the Mvumo wa Radi singer said it was a process that took them a whole year to finally come up with the drink which he owns its rights in East and central Africa.

Though not yet available in the market the crooner says they have already received hundreds of applications of agents who would wish to supply the drink locally.

This was not the first time that a local celebrity had launched a product, from Idris Sultan’s shoe range to Diamond’s Chibu perfume; it is now trend that is catching.

The question that immediately raised comes to mind is whether AliKiba’s energy drink Mofaya has the star power and influence to change consumer choices or even at its best last on the shelves long enough to attract corporate investment.

Consumer behavior is one of the most difficult things to change and as it stands the drink will have to shove its way into what already seems like a saturated market with many such products locally manufactured.

In January 2016, Tanzanian super model Flavianna Matata launched Lavy a nail polish line becoming the first celebrity in her line of trade to launch a personalised polish.

“It has been a two year journey for me to make it a success. Of course I could not have made it my own so I decided to reach out to my few friends who are experienced in processing these kinds of products. I had a difficult time when I was trying to come up with a color that would be sort of unique and bright and also the people that I expected to help me weren’t really accommodating so that’s why I have few friends.” She said then.

The product was soon available at Zuri Cosmetics, Pikasso salon and Shear Illusion. those who have tried it have had good things to say about it though it remains just that - a celebrity product.

In 2015 another Tanzanian celebrity and former Miss Tanzania Wema Sepetu launched a lipstick line which she christened ‘Kiss by Wema Sepetu’.

It became an instant hit with the controversial beauty queen instantly hitting One Million followers on Instagram.

Despite the early vibe that was followed the luxurious inauguration on her birthday where she was handed a Range Rover as a present, the lipstick it remained more of a celebrity affair.

In 2012 when Jokate Mwegelo’s rivalry with Wema which dates back to their days at Miss Tanzania was still hot, the actress unveiled the Kidoti Brand, one that has gone on to deal with designs and a hair line to compliment.

Market analysts say: If that name is regurgitated in the media, it sets up demand. The biggest driving force in what makes a consumer purchase a celebrity item is whether the star has the influence. This is perhaps one factor that has helped ‘Diamond Karanga’ to excel though some say it has only managed to do so because right from the beginning it was meant to be a mass product targeting low income earners.

Misplaced priorities can be costly in business and this could be the case with many of these celebrity merchandise that fail to identify their consumers.

We are yet to get any figures of how many of these products that have graced the market in the past five years have done but word out there suggests that many are not doing great.

From Shilole’s chili sauce, Wema’s ‘Kiss’ lipstick ,Diamond’s Chibu Perfume none of these products have managed to become a mass product. After the frenzy that followed the post launch period many of these products went into oblivion some with no trace because such products lack the longevity of classic brands to enable them stay on the shelves.

And as they say, there is a difference between coping with fate and inviting danger, the failure of a certain song to become a hit single cannot be the same as failure of a business venture.

It remains interesting on what seductive marketing techniques AliKiba is going to use to beat competition and change the consumer mindset that is already rooted at the market place. Those in the know admit that when the market is saturated, people’s attention span tends to be limited.

But even as bleak as it might be, it has been proven that artists can use these merchandising avenues as a way to bring in income.