A new phenomenon in Malawi

Recently, media reports have talked of celebrity endorsements by various companies. This is when a company chooses a celebrity in any field to represent it as its brand ambassador. Could it be that the corporate sector is finally moving to the pace of the rest of the world? First, it was Maskal, then Kambalu, then Piksy and even recently, designer Lilly Alfonso joined the fold. Celebrity endorsements are therefore a new phenomenon in Malawi. But who benefits from the deals? Our Reporter ALBERT SHARRA explores this and other issues surrounding such endorsements.

After months of hearing several companies coming in the open to endorse some of the artists as their ambassadors, FDH bank joined the bandwagon two months ago by endorsing designer Lily Alfonso.

Alfonso joins musician Maskal who was endorsed by Access Communications Limited (ACL), visual artist Elson Kambalu, an ambassador of Malawi–Liverpool Wellcome (MLW) Trust and musician Piksy who is flying Airtel Malawi’s flag.

Simply put, celebrity endorsements are a form of brand or advertising campaign that involves a well-known person using their fame to help promote a product or service.

In an interview early this week, Alfonso also confirmed her agreement with the bank. She revealed that she signed a one-year renewable contract with the bank and they are in their second month now.

“It is an honour to me and my legacy as a bank’s ambassador has lifted my profile both locally and internationally. Their support to my work is a big boost to my career and business,” said Alfonso.

Alfonso says she is living by the expectations.

“When you are in an agreement with a company, there are terms of contracts. I am still working hard as before and on the other hand, living by the contract expectations,” she said.

She added that the recognition means that the bank appreciates her work.

Alfonso also revealed that there are big projects. She will be donating at Queen Elizabeth Central Hospital today.

Although Piksy is yet to get a complete contract from Airtel Malawi which picked him in June last year, he says his working relationship with the company is very good.

“We are working on few things to have a permanent contract,” said Piksy.

He, however, said the cordial relationship that has been there since the endorsement has lifted his profile within and beyond the borders.

The artist says in just 10 months after being endorsed, he has received various requests from foreign artists to collaborate with him in music. He adds that patronage at his shows has also improved.

“Airtel’s hand on my career has boosted my work. They are supporting all my work,” he said, adding that the challenge is to come up with quality material that should keep his record above expectation.

But what do these endorsements mean?

Musicians Association of Malawi (MAM) president Chimwemwe Mhango says the development means there is a new appreciation to Malawian art.

“You can also observe that there are plenty of genres and other art skills developing in the country and the endorsements are going to these. This means we are growing artistically,” he says.

However, Mhango who is also a keen follower of music said there is no complete understanding of these endorsements in the nation.

“I don’t think local people are able to understand what these endorsements mean. Many people just know that this artist is working with this company, but what underlines the service is incomplete in terms of communication and understanding to the community,” he said.

Mhango says he appreciates the recognition of musicians and how they have re-profiled their status, but says his office is not impressed with the process of contract agreement.

“We are building legends and we expect artists and companies to benefit a lot from these agreements. I may not be perfect in my observation because we have never been involved,” he said.

Veteran musician Lucius Banda says there is more that should be done to the new trend.

“I am happy about them because it shows an appreciation to some talents in our artists. However, I am yet to meet one of the beneficiaries and get a complete picture of the whole programme. I have examples of international artists who are in charity after being picked by big companies and they do this to contribute to the community. We are yet to see these locally, but I am optimistic that we will see this,” he said.

Kambalu whose contract with MLW expires next year says his partnership with the trust has exposed him to medical scientific work and is already bringing an impact to the community through his art work.

He says through artwork, he has managed to define some medical misunderstandings and is transforming the lives of many people.

Access says Maskal has brought an innovative style, which is also fresh and exciting. At the same time, Access is helping to promote and support Maskal.