Micheal Adenuga @71: Things to know about Africa’s business gem 

Every 29th of April marks the birthday of Michael Adeniyi Agbolade Ishola Adenuga Jr, the Chairman of Globacom Group. And this year’s birthday is his 71th birthday.

Dr. Mike Adenuga Jr’s impact on Nigeria’s telecommunications and entertainment industry is profound. Since 2003, Globacom has not only revolutionized telecommunications but has also uplifted countless entertainers, transforming them from mere stars to superstars. 

Adenuga’s company has generously supported artists, with ambassadorship deals worth millions of naira, significantly elevating their status and livelihoods. Notably, P-Square once received a staggering N200 million deal, each receiving an expensive SUV. 

Similarly, D’banj enjoyed a lucrative N70 million deal with a branded SUV. Adenuga’s contributions have reshaped the entertainment landscape, leaving an indelible mark on Nigeria’s cultural scene.

Things to know about Mike Adenuga:

• Michael Adeniyi Agbolade Ishola Adenuga Jr, Chairman of Globacom Group, turns 71 on April 29, 2024.
• Known for his humility, Adenuga opts for modesty over extravagant birthday celebrations, letting his accomplishments speak for themselves.
• Adenuga’s impact on Nigeria’s telecommunications and entertainment industries is profound, with Globacom touching the lives of countless entertainers since its inception in 2003.
• He has transformed the entertainment landscape by elevating artists from mere stars to superstars through lucrative ambassadorship deals and initiatives.
• Adenuga’s company has been a catalyst for change, empowering entertainers financially and changing perceptions of brand ambassadorship in Nigeria.
• Notable deals include P-Square’s reported N200 million contract, each receiving a luxurious SUV, and D’banj’s N70 million deal with a branded SUV and lucrative performance fees.
• Adenuga’s contributions have reshaped the entertainment industry, making him a respected figure in Nigeria’s cultural landscape.

Some of Adenuga’s achievements:

Pioneer of celebrity endorsements

In 2003, Globacom revolutionized celebrity endorsements by partnering with icons like Sunny Ade, Lagbaja, and others, setting a new standard for the industry. This move not only provided financial stability but also propelled the careers of numerous musicians, actors, and comedians. 

Continuously surpassing expectations, Globacom became a beacon of support for the arts, epitomized by Chairman Mike Adenuga’s patronage. Over the years, the company’s impact on the entertainment sector has been unmatched, benefiting countless individuals.

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In 2015, Globacom made history with the largest endorsement deal in Nigeria, signing 28 artists and significantly boosting the industry. Beyond financial support, Glo’s global platform amplified artists’ visibility through extensive marketing efforts. 

Although the current roster includes only a few ambassadors, Globacom’s legacy of empowering talent spans across movies, music, comedy, and sports, leaving an indelible mark on the entertainment landscape.

Movie industry

Globacom earned its nickname, the “network of stars,” thanks to Adenuga’s passion for movies and film personalities. Numerous Nigerian movie stars have experienced his generosity through endorsements and appearances in TV ads. 

It’s challenging to compile a complete list of these stars who have basked in Adenuga’s kindness and support, including Odunlade Adekola, Patience Ozorkwo (MamaG), the late John Okafor, Funke Akindele, Ini Edo, Rita Dominic, Chiwetalu Agu, Helen Paul, Bishop Ime, and many more.

Music industry

Adenuga’s Globacom has made a significant impact not only in the movie industry but also in the music scene. Countless notable artists have benefited from its support, including Ebenezer Obey, Onyeka Onwenu, Davido, D’Banj, PSquare, Flavour, M.I, Wande Coal, Omawumi, Bez, Burna Boy, Di’ja, and many others. Their influence in the music industry is undeniable, thanks to the patronage of Adenuga’s Globacom.

Comedians

Nigerian stand-up comedians have had a memorable journey with Globacom. Ayo Makun (AY), Bovi Ugboma, Gordons, Basketmouth, I go Dye, Brother Shaggi, and many others owe their smiles to Adenuga’s fortune. 

The “Bull” and his vessel, Globacom, have been pillars of support. Despite economic challenges, Glo remains committed to investing in entertainment. Mike Adenuga charges ahead, leaving an indelible mark on the industry and touching lives along the way.