Case in point:: Tiwa Savage
The Nigerian ‘Ma Lo’ singer has used her music to amass huge loyal followings, especially on social media, which she then churns into considerable influence and power. This allows her to score major brand deals, including a MamaKnowsBest campaign she led for Pampers when her son was born.
Savage also knows how to turn controversy into star power. Although her personal life seemed to hit the rocks when her husband accused her of infidelity, she quickly turned that into a PR opportunity through an iconic and personal interview, and in the same year, a management and publishing deal with Roc Nation.