The ‘Tsholofelo’ hit maker was revealed by the telecommunications company this week, as an ambassador.
Born Refiloe Maele Phoolo, as part of the deal, the critically acclaimed artist and music producer will become the face of MTN in a deal that represents a major branding coup in the marketing industry.
Says Larry Annetts, Sales and Marketing Executive, MTN South Africa, the popular Nyovest appeals to the majority of MTN’s customers and his brand evokes the fun element, which is part of MTN’s brand attributes.
“We are pleased with the agreement we have signed with Nyovest which is further testament of our ongoing commitment to develop the music industry in South Africa and beyond.”
It is believed Oskido and Kaya FM boss Greg Maloka are the deal brokers, although no details on how long is the deal and the market value.
Pointed out Cassper:” The local music fraternity needs corporate South Africa for a sustainable industry and grateful to MTN for realizing that.”
Cassper Nyovest replaces Mafikizolo, which has been the face of MTN for ages.
‘Tsholofelo’ meaning hope, peaked at number 1 on the iTunes South African albums chart for two consecutive months in 2014.
Meanwhile, MTN has clinched a landmark deal that gives it the global exclusive rights to caller back ring back (CRBT) to Adele’s much-anticipated single titled “Hello” which will be released on October 23.
MTN is the only telco that has exclusive CRBT (CallerTunez) rights globally and this is the first time ever that Adele has sanctioned the use of her music through this format.