TomTom’s ‘Breathe For It’ Summit Mobilizes Stakeholders for Music Industry Growth | The Guardian Nigeria News
By Goalkeeper Nigeria
April 17, 2022 | 1:38 p.m.
TomTom, the lead candy brand of Cadbury Nigeria Plc (part of Mondelēz International), officially kicked off the “Breathe For It” summit on Thursday, March 24, 2022, at a virtual rally, as part of its efforts to defend and encourage young creativity and dynamism.
…Encourages youth to breathe deeply and keep going no matter the challenge
Tom Tom, the lead candy brand of Cadbury Nigeria Plc (part of Mondelēz International), officially kicked off the “Breathe For It” summit on Thursday, March 24, 2022, at a virtual rally, as part of its efforts to defend and encourage the creativity and dynamism of young people.
Delivered as a panel discussion moderated by Motolani Alake, Editor, Strategic Partnerships and Head, Pulse Podcast Network at Pulse Nigeria, key industry players shared their insights for success in the entertainment sector, during the event. Panelists included acclaimed songwriter and rapper Reminisce Alaga, Director, Integrated Marketing Communications, TeamApt; Osagie Alonge, entertainment lawyer; Foza Fawehinmi, A&R Consultant; Excel Jobb; as well as Focus Ramon, music producer and sound engineer. The event has been streamed for music and entertainment enthusiasts and stakeholders to watch from the comfort of their homes.
Morolake Emokpaire, category manager (gums and sweets) for Cadbury in West Africa, gave more information on the company’s decision to uphold this commitment. She said: “The reception we received from the public at the summit further underscores why we have launched the ‘Breathe for it’ campaign, which is to inspire, focus and clarify the pursuit of this that the Nigerian youth love. Our panelists were spot on in their delivery. You will agree with me that conversations about the music industry need to be made as it has become one of our greatest exports as Nigerians and Africans .
“As we aim to inspire more young Nigerians to breathe deeply, whatever challenges they face, we have organized activities such as MTV Base Cypher which is ongoing, ‘Breathe for it’ Verses Challenge 2.0, which is about to begin, and so much more for them to show their talents in what interests them the most.
At the summit, panelists urged Nigerians to always remember the history of Afrobeat as it evolves into a global sensation. According to Osagie Alonge, the evolution of Afrobeat is a combination of creatives, creative managers, brands and technology. He said, “It’s a combination of several things. However, we also have to look at the people who drove the culture and not just the music, like the managers, brands and others in the creative space who collaborated with these artists.
Excel Joab further explained the role of technology in the Nigerian music industry and its evolution over the past seven years, noting that people have started to see the value in music which is why they subscribe to streaming platforms. While Reminisce Alaga saw artists and producers as the drivers of the industry, Focus Ramon encouraged the wider Nigerian community to stop devaluing the hard work of producers and sound engineers devoted to creating songs. Foza Fawehinmi emphasized the need for industry players to be intentional and hardworking to attract more investors who can help build an effective structure that reinforces the efforts of current active stakeholders.
The event, which saw Reminisce perform her trending song, “Hustle,” also ushered in a new era for Mani Lapussh, as the summit marked the premiere of her new collaboration with Rema. It’s one of the many perks of signing a contract as Tom Tom Boy.
Members of the public who tuned in to the event were treated to an exclusive listening session ahead of the song’s proposed official release on all music streaming platforms.
The “Breathe for It” campaign was launched in 2021 to help the younger generation build capacity in a key passion area: music. The campaign, through which Cadbury has signed two artists – Rema and Mani Lapussh – as brand ambassadors and Tom Tom Boy respectively, promises to deliver more exciting activities for Nigerian youth.
Cadbury’s candy powerhouse includes the country’s beloved No.1 candy brand, Tom Tom, its sub-variant Tom Tom Freshlime and the fun and exciting Buttermint, as well as Cadbury Coffee and Toffee candies, two variations of recently launched candies, which were introduced after listening to the aspirations of its consumers. Since its introduction in 1970, Tom Tom by Cadbury has remained the leading sweets brand in Nigeria. The brand, which is loved by millions of loyal consumers in Nigeria and beyond, has become the biggest and strongest candy brand in the Nigerian market.