Liberia’s hottest group Soul Fresh has signed a one-year endorsement deal with XL energy drink as its brand ambassador for the promotion of the drink.
The deal between Soul Fresh and XL energy is a percentage deal in which the musical group will have a percentage on each canned sale of the drink.
There are twenty-four cans in one sack of XL. The group will receive cash on a daily basis, depending on sales per day.
JB, the head for the group, declined to reveal the terms of the contract. But it is believed to be a good deal that put them on a firm footing in their musical career.
“When you put your signature on a brand, it tells people that the brand represent your personal style and the audience will run for it,” he said.
He regards the contract as a means to test the group’s target audience’s love for the Soul Fresh style.
As part of its commitment to the deal, the duo staged a three-day flag day celebration show in and around Monrovia in order to carry on the awareness of the their new brand.
While the drink is already on sale, after the show an aide said that the group is working on plans to release a promotional single for XL.
In such a deal it requires a lot of hard work on the part of the artists to keep the brand in the market. In reality, Soul Fresh can only realize a huge percentage from this deal if they can demonstrate that their endorsement of the brand can significantly improve sales for the drink.
“We trust the company and success in the music industry requires a lot of hard work,” JB said.
He also said the group opted not to signed a cash deal because it would not have helped them to know their target audience.
He noted the group has had lot of successful shows, but not every one that attended was a fan. Some attended because there was a Gbema or Afro-pop artist present.
“The more you discover your fan base, the faster your game will move to another level,” he said, adding, “This deal allows us to get the immediate responses from our fans who are supporting us.