Monday, June 30, 2014

Why Jose Chameleon's 1 million shillings concert will be a hit

Last Thursday, Jose Chameleon announced at his Club unplugged performance that tickets for his December concert will go for a staggering 1 million. Way more than any other concert in Ugandan's history.

As expected many of his fans will protest the price tag and as predicted, Jose will pay a deaf ear to critics, given he is an exception to many entertainment rules. I am particularly happy about his announcement for two reasons.

Time for the rubber to meet the road

From the beginning of Jose Chameleon's carrier, he has closely been compared to Bebe Cool and Bobi wine. However in recent years without a doubt, Jose has managed to constantly and consistently reinvent himself and his music, leaving his competiton far behind amidst little mention in media.

Following his social media streams, it’s apparent that he has toured more countries in the past four years than any other local artist. Proving that he is a well sought after act internationally.  He has achieved this by concentrating on what truly matters to him and his fans; music.

The fault with many artists and by extension celebrities, is they take stardom overly serious that with time fans associate them with scandals instead of their primary business; entertainment. Chameleon continuously delivers to his fans, hits each year in a variety of genres.
At the moment, I can’t tell Bebe cool or Bobi wine’s latest hit which means their visibility is fading and their survival will depend on loyalists who love them for who they are not what they do which will affect their brand growth because they are still selling their music in same market space as they did ten years ago.

Chameleon by default is a trail blazer and his expensive concert will have a positive impact on his brand equity through providing a new opportunity for him to sell to a new audience while creating an even better entertainment experience for his loyalists. A case of behavioral change communication.

Intangible value of brand Equity

Brand equity is a phrase used in the marketing industry which describes the value of having a well-known brand name, based on the idea that the owner of a well-known brand name makes more money. Given his successful carrier spanning well over ten years, it comes with no surprise that his brand name commands more respect than any other name in East Africa's music industry. He was ranked in 2011 as the sixth most talented African Artist, closely following the likes of Akon and P. Sqaure. He has since consistently kept his fans in the loop of what is happening in his music career on social media, steering away for ego- centered interactions.
By focusing on his work, he has managed to attract an heir of aspiration around his brand which makes him far more valuable in the real world and his concert will be proof of that.

For example, Radio and Weasel have good music and are arguably as famous, following their BET nomination last year. However they are falling in the same trap of brand unconsciousness as many entertainers before them. Which is; fans love their music however because they are not communicating their brand story, consequently letting the public tell it for them hence giving them a low score on brand equity scale.

Equity is like leverage, it can be traded in for tangible rewards and I believe Jose is about to cash out on his efforts in digital branding.

Without a doubt, the success of his concert will change the music industry for good for it will change fans perception towards the value of local talent.

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