There are so many reasons to celebrate a colosus named Michael Adeniyi Agbolade Ishola Adenuga Jr who turned the diamond age of 70 yesterday, April 29, 2023.
As a giant, the echoes of his strides reverberate across several facets of human endeavours, not only leaving indelible marks but also carving larger-than-life footprints on the sands of time.
Mike Adenuga Jnr has come to the world, saw, seen and has conquered every challenge life has thrown his way while creating something to savour for the human kind and humanity. His imprints are written all over the socio-economic landscape of Nigeria and indeed, Africa. His business tentacles are all-reaching, all-encompassing and far-reaching. He is a behemoth with a huge shadow over the Nigerian entertainment space, not only as a titanic trailblazer but as well as a pace-setter in many respects.
When the Ijebu prince hurtled into town with his telecommunications giant, known as Globacom. Little did we know that the grand plan was not merely about telecommunications, but entertainment as well. He might have very well changed the game with his per second billing initiative which was hitherto presumed impossible before his foray into the fray, he also became a watershed in the history of entertainment in Nigeria, by bringing fortune and fame in a totally different unprecedented dimension.
Unequalled strides on the entertainment landscape
In the last one decade, Globacom, owned by Mike Adenuga, has contributed to the Nigerian entertainment scene with endorsement deals worth billions of Naira since emerging as one of Nigeria’s major telecom companies.
In fact, Globacom pioneered the idea of putting several movie and music stars on its payroll at the same time by engaging them through mouth-watering contracts as ambassadors. It would take a painstaking research of several weeks to come up with figures of exactly what Globacom has spent on the Nigerian entertainment industry in total. And even that would not cover the exceptional instances of sheer generosity by Mike Adenuga towards a number of older entertainers.
Focusing on the business side of things, especially as regards the celebrity endorsement game in Nigeria, Globacom underlined its status as the front runner with the signing up of not less than 27 ambassadors in a single year.
At one time or other, Globacom has signed and put on its pay-roll Nigerian superstar artists like Wizkid, Peter and Paul Okoye (Psquare), Sammie Okposo, Omawumi Megbele, Bez Idakula, Sani Danja, Burna Boy, Jude Abaga (M.I), Korede Bello, Hadizah Blell (Di’ja), Olamide, Flavour,Timaya, 2Baba, Reekado Banks, Wande Coal amongst many others.
With most of the deals with Nigerian entertainers sealed, Glo moved on to Ghana, where it also had a number of entertainers including Reggie Rockstone, Van Vicker and others on its bill.
Globacom took the celebrity endorsement approach it pioneered in 2003 with Sunny Ade, Lagbaja, Osita Osadebe, Oliver d’Coque, Nelly Uchendu and others after it launched operations in 2003 to a whole new level. And several musicians, Nollywood actors and comedians got a new lease of life.
Revival of old stars
When Adenuga’s brainchild, Globacom, was born, little did we know it would change the fortunes of entertainers and the entertainment industry at large until it began to unravel its plans. For its very first television commercial, the company brought on King Sunny Ade to announce its dialing code (0805) with the Juju maestro’s evergreen track “Call me, darling that’s my number” featuring other veteran artists.
Soon after, many long forgotten veteran artists were brought back to the limelight by Globacom, either as brand ambassadors or merely given a chance for another moment of glory by being featured in television commercials or even just brought back on stage to grace Globacom event.
Network of stars
In no distant time Glo came to be regarded as a network of stars. No corporate organization had the kind of constellation of entertainment heavyweights as its brand ambassadors as Globacom. All through the years, the cream of the country’s musicians, footballers, actors and comedians were either signed on as brand ambassadors or featured in the company’s commercials.
The long list included Prof Wole Soyinka, Yusuf Maitama Sule, Osita Osadebe, Oliver d’Coque, King Sunny Ade, Ebenezer Obey, Nelly Uchendu, Mikel Obi, Victor Moses, Osaze Odemwingie and Emmanuel Emenike. Others were MI Abaga, D’Banj, PSquare, Rita Dominic, Ini Edo, Flavour, Wizkid, Davido, Basketmouth, Gordons, I go Dye, Juliet Ibrahim, Matter Ankomah, Joselyn Dumas, Michael Essien and World Heavyweight Boxing Champion, Anthony Joshua.
While the commercials that featured these stars became popular among the general public, the stars themselves further spread the popularity of the Glo brand among their millions of fans, all thanks to the magnanimity of the man pulling the strings behind the scenes.
Contributions to culture and heritage
Over the years, Glo partnered with several communities across the country on the sponsorship of major festivals and promotion of culture and tradition. These include Ojude Oba in Ijebu-Ode, Ofala in Onitsha, Lisabi in Abeokuta, Imeori in Abriba, Oru – Owerri in Imo state, Afia- Orlu In Nnewi and Abia –Ugwa in Isialangwa in Abia State.
Through these sponsorships Glo gave a new lease of life to the festivals as well as empowering some lucky individuals in the communities through various prizes won at promotions dedicated to the festivals.
Entertainment shows and events initiative
Globacom has contributed to the development of the entertainment industry, arguably, more than any entity in Nigeria through sponsorships of many entertainment-related shows and events. In its 20 years of existence it has initiated more entertainment-themed shows and events than any entity, all thanks to Mike Adenuga’s undying love for the arts.
Through its involvement with Nollywood and leading Nigerian music talents, Globacom has sponsored shows such as Rock ‘n’ Rule, GloNaija Sings, Laffta Fest and the world’s number one music singing talent reality TV show, X Factor, which berthed in Africa for the first time in 2013. Others are Slide and Bounce concert, an entertainment tour which went round all the geo-political zones of the country as well as Glo mega Music show another platform through which Globacom entertains and delights Nigerians. There was also the Evergreen Series, an avant-garde music concert designed to honour successful African music icons for their outstanding contributions to African music over the decades.
Indeed, since it launched operations in 2003, Globacom has carved a niche for itself as the biggest corporate supporter of the entertainment industry in Nigeria. In 2017, Globacom also made a foray into dancing reality shows as it sponsored “Dance with Peter” dancing competition put together by Peter Okoye of the P-Square fame. It was the first time a corporate organisation sponsored a dance reality show in the country.
In the same vein, Globacom brought Glo Battle of the Year Nigeria, the world’s biggest dance reality television show brought to Nigeria
These programmes are meant to discover and help nurture budding talents. The company also supports the movie industry in Nigeria (Nollywood) and in Ghana (Ghollywood). Many of the leading actors and actresses in both countries were at one time or another Glo Ambassadors and influencers, thus projecting the continent in a refreshing light through African movies. In the same vein, the company also signed on many young talented musicians as Glo ambassadors, thereby empowering them to positively promote African music and further develop their professional careers.
Glo a few years ago also launched a television drama series, Professor Johnbull. Besides using the programme to bring back family fun times to Nigerian households, the company also used it as a platform to promote moral rectitude in the country.
Epilogue
The true nature of the man, Mike Adenuga Jnr was encapsulated in a post made by media mogul, Aare Dele Momodu on his Instagram page days before his birthday.
Momodu writes : “I have no doubt that if DR MIKE ADENUGA JR. was not the busy and serial entrepreneur that he is, he could have been a Professor in any of the top universities in the world. I have been privileged on a number of occasions in the last 32 years, that I have been his mentee and protege, to sit with him one on one, to drink from his phenomenal fountain of knowledge.He makes every effort to read up about his businesses and cannot be misinformed by any consultant. You have to be well prepared in front of him. Since he does not indulge in frivolities, he has ample time to read up about the latest technology and ideas.
Also, he has the history and geography of the world in his palm. On one occasion, he called and asked where I was and I said New York. He asked about my Hotel and I mentioned the Ritz Carlton. And he knew the different locations. He is a walking encyclopedia.
Even as he turns 70 this week, on April 29, 2023, his power of recollection has not dimmed at all. He sits quietly in his corner minding his own business. He avoids politics and sees everyone as his friend. Such an amazing soul filled with the milk of human kindness. He helps people and just moves on with no chance of even thanking him…
