Tagged Nigeria’s leading musical legend, Innocent Ujah Idibia, better known as 2Face has proved to the world that he understands the onion of music and how to be a trend setter with good lyrically contents. Born in Jos, Plateau State, 2baba as he is sometimes called is a songwriter, record producer, entrepreneur and one of the most decorated and successful Afro pop artists in Africa. He is equally one of the most bankable artists in Africa South of the Sahara. Despite several awards, recognition and endorsement deal, 2Face’s humility has kept him going. In this chat with MUTIAT ALLI, 2Face spoke about his experience as a judge on the Voice Nigeria competition and recent deal with Campari. Excerpts:
How has the experience been as a judge on the Voice musical competition?
It’s been awesome seeing that we have a lot of potential talents in Nigeria; being on the show has open my eyes to so many things, bearing in mind that I was never up for any competition as an artiste; I started off with likeminded people who shares the same passion as I do. Been a judge equally has been easy basically because you get confused at some performances as to whether to be in support or not of a particular contestant because they all are amazing.
What do you look out for in every contestant’s performances?
I look out for their craft, delivery, lyrics and it goes on; I don’t judge by appearance because it can be deceptive and remember that we don’t even get to see the contestants while performing until they are done. We get to their voice when performing; as a musician, I know what to look out for immediately you start singing.
You have just been unveiled as the official Brand Ambassador to Campari, how does that make you feel?
It makes me feel honoured, and also gives me a great sense of responsibility, because there are so many things expected of me; project the right image, responsible image that the brand represent. Am happy about the whole deal.
Before your unveiling, how connected have you been to the brand?
I have always been a lover of good African blended drinks; I am very connected to brand.
With the bitter taste Campari drink has and Nigerians arguably don’t like bitter things; how do you intend to market it?
It’s not actually bitter, peoples’ taste buds differs from one another (e get some people now wey be say, some drink wey sweet, dem go say e over sweet, or e dey one tin one tin), so for me its herbs, it’s a blend of different herbs, so it definitely has that herbal taste (if you close eye taste am, you go know say this one na leaf, or fruit).
Why did you accept the offer considering the fact that you are an Ambassador of other brands?
The company is a responsible firm and I have equally done my findings about the brand before accepting the offer. Also for the Campari brand as a whole, this is not my first brush with Campari, I’ve been a Campari fan for some time, I mean as long as I can remember, when I came of age, I’ve been a fan of Campari most especially a number of cocktails, so when this offer came, I gladly embraced it.
Was your acceptance based on the brand or the monetary value attached to it?
Everything join, (na that one you wan make I talk originally).
You are an entertainer and equally run a hospitality business; will the brand be the official drink of your club?
2baba is different from rumors club, but definitely, I mean Campari is not looking at only rumors,it’s looking at everywhere that alcohol beverages is being presented; rumors is one of the places, no doubts it’s going to definitely feature, I mean already featuring in rumors, so it’s not as if it’s a new thing, or a separate arrangement.
With a little percentage of alcohol, how do you intend to preach the gospel of drinking wisely?
Yes definitely, that’s why I said it’s a very responsible company; we’ll definitely promote responsible drinking. But one thing is where two or three people are gathered to jubilate, celebrate success, or whatever there is always something to cheer with, (Campari dey there, senator dey there) you know different drinks can be mixed with Campari, if you go to many places, all these cocktails we see most of them; there is Campari drink there; but basically what we’re going to do is that, this is marketing, sales, business, so in as much as we are going to be marketing Campari, we are also going to be at least making sure that we use that avenue to also educate the Nigerian youth to drink responsibly, and some of the programmes that are educating, and motivating, they will definitely get to learn one or two things that Campari will be sponsoring, (so e no be like say we just con sit down dey drink every time)
For a person like you who have tasted several brands, what makes Campari different?
I think it’s because of the richness in its flavor (if you they drink am sef, e go be like say you dey drink Jedi, or medicinal something) its herbal, and for me that’s the selling point.
How long are you planning to be in the partnership with them?
For as long as it takes.