Two heads, an adage has it, are better than one, though some contend that to be of such effect, the two heads have to be good. This indicates that two good brands must be better than one. This might be why brands partner in several ways to meet consumer expectations.
Synergy among brands demands innovation and creativity to satisfy the yearnings of the public. It does seem that the ploy of birds of the same feather flocking together informed Etisalat’s sponsorship of Dare Art-Alade’s ‘Love Like A Movie,’ concert held last month at the Ocean View Grounds, Victoria Island, as part of activities marking the 2014 St Valentine’s Day.
Followers of the entertainment industry in Nigeria attest that the sponsorship of the second edition of LLAM by Etisalat made a good brand better and that the industry would welcome more of such interventions from the private sector in the bid to grow faster and become better. ‘Ideas are good but you need finances to breathe life into your ideas and then you can show the world how creative you are,’ according to Santa Okaro, a Lagos based movie and music producer.
Okaro, who said that he attended the maiden edition of the LLAM show in 2013, disclosed that he was excited on hearing that Etisalat has taken up sponsorship of the second edition with the optimism that the sponsorship would definitely make the show better.
“That made it a must attend for me and some of my friends. Knowing Etisalat and Darey, we were convinced beyond doubt that the show was going to be out of this world. I am pleased that we were not let down. I can say that we are looking forward to the third edition, hoping that Etisalat will also sponsor it,” Okaro said.
Tagged ‘Love Roller-Coaster,’ the show lived up to its billing featuring mid-air manoeuvres, choreography, pyrotechnic displays and world-class performances by Nigerian artistes such as Waje, Timi Dakolo, Zaina and Eva Alordiah. As Okaro pointed out, guests at the event were taken to a whole new level in entertainment with the live music production.
Etisalat’s Acting Chief Executive Officer, Matthew Willsher who looked well entertained at the concert noted that the LLAM show had a lot in common with his company, particularly due to its innovative approach. “What stands us out as a telecommunications company is our unique ways of doing things. What we witnessed here tonight shows that Love Like A Movie shares that same innovative attributes with Etisalat Nigeria” he said. Willsher pledged Etisalat’s commitment to supporting initiatives that resonate with the passions of its customers.
The diva of the night, Kelly Rowland, on red carpet appearance stood out in embellished Ankara outfit, though while on stage, she opted for a satin print crop top and pants. She opened her performance with her 2002 hit song “Dilemma” and followed with her other hit tracks. She stylishly delved into the archives, treating the audience to a medley of some hit singles of her former girl-group, Destiny’s Child. The show was put together as an emotional story of love with its different interpretations. The man of the night, Darey Art-Alade took the lid off the show with his grand entrance, landing on the stage from 50 feet high in a glistening silver box rendering ‘Kiss from a Rose’, a song by R&B and soul singer, Seal.
Entertainment industry pundits are overjoyed that following the success of the maiden edition in 2013 which featured celebrity reality show star Kim Kardashian on the red carpet, their trooping out en masse to Victoria Island to witness another hi-tech concert was rewarded with a well packaged and presented show which will linger on their minds.
Though the show saw former Destiny’s Child member, Kelly Rowland perform some of her most loved and popular tracks including “Motivation” and the 2002 hit “Dilemma”, it was her fashion sense that swept the audience off its feet as she hit the red carpet with Ankara ensemble, a fashion statement that is sure to resonate with fashion freaks in the days ahead. Her Nigerian-focused fashion sense won the crowd over to her side in a way that the audience was cheering her every move, even outside the stage!
