From 2Face to 2Baba, Innocent Idibia’s story has been one of grass to grace. When he started out as one of the trio of Plantashun Boyz, they had garnered much acceptance in the Nigerian music industry, as well as followers. And when the group was disbanded in 2004, many people must have wondered if that was the beginning of the end. For 2Face, it was only the beginning.
It didn’t take long before 2Face resurfaced in the music industry, releasing his first album titled Face 2 Face and launching a solo career under Kennis Music Label. The 11-track album which sold over two million copies worldwide had hit songs like Nfana Ibanga and African Queen, the ballad which turned him into a world star. So successful was the song that it became a moniker for 2Face. The video of the song also featured his lovely wife, Annie Idibia, showing an existing bond.
In 2006, 2Face released his sophomore album, Grass 2 Grace. Featuring tracks like See Me So, True Lve and others, the album had the embellishments of success and testified of 2Face’s creativity and versatility. It sold a million copies in its first week and earned him a global spot. And since then, album after album, have recorded milestones. His last album Ascension released in 2014, marked a new beginning for the artiste. The first major change was his stage name. He chose to be identified as 2Baba, a sign of maturity.
Away from his musical career, Idibia revealed the businessman in him when he opened his club ‘Rumours’ in Festac Town and in Ikeja, GRA, both in Lagos But that’s not all. He is also the CEO of Hypertek entertainment. Last year, his net worth was calculated to $22.5 million.
His meteoric success throughout the years made him a top brand many company would jostle to be associated with. But what really makes 2Baba a promising brand goes beyond his vocals. It is the kind of music he makes, the passion he infuses in them, his level of creativity and versatility, his ability to maintain relevance across generations, but more important, the social consciousness his music evokes. He may not be the Fela of this generation but he has played vital roles in social activism. A peculiar case is his partnership with Enough is Enough organisation prior to the general elections held last year. Through that platform, he led the #VoteNotFight campaign.
And in a bid to be associated with him, Campari, on April 20th, at the fourth edition of the Nigerian Entertainment Conference, 2Baba was announced as the Campari Ambassador for Nigeria. It was revealed that 2Baba was the preferred choice in a robust list of African celebrities. For the Benue-born artiste, it was another feat worth celebrating. And a few persons must have wondered at the worth of the endorsement deal.
Campari, a household name in Nigeria for over 150 years is known for its universal appeal- a trait the Head of Marketing Brian Munro, Abayomi Ajao was quick to point out at the unveiling.
“We are very proud to announce this deal with a wonderful gentleman who is a great brand in his own right,” he said.
“We were particular about partnering with 2face because he embodies the values that the Campari brand represents – originality, passion, maturity and universal appeal. It is a mutually beneficial relationship and we can’t wait to start working with each other.”
Since the signing of the endorsement deal, 2Baba has been representing the brand beyond publicity images. In June, some lucky winners of his Trip and Treat social media competition for his Buckwyld and Breathless concert as well as Campari’s Dare to Mix Promo had a swell time in Kenya. The winners had a great taste of Nairobi when they went on Safari at the Nairobi National Park and also witnessed the Campari Senator’s phenomenal concert which was adjudged the best in the city.
For 2Baba, who is always welcome by wild fans across the world, it came as a plus that on that same trip, the Kenya’s tourism board named his visit as the best celebrity visit in the country for the year. Another milestone was achieved recently when 2Baba became the first African ambassador of the brand to visit the home of the renowned Italian legendary inventor and Tycoon Gaspare Campari.
At first, he teased his fans with pictures of him in Milan, creating a buzz on his visit, particularly as he was expected back in the country after The Voice Nigeria finale where he was a judge.
Accompanied by his friend and manager of many years, Efe Omorogbe, Campari Head of Marketing Abayomi Ajao and public relations expert, Ayeni Adekunle, 2Baba joined the likes of Salma Hayek, Kate Hudson, Eva Green, Penelope Cruz, Milla Jovovich, Benicio Del Toro, Eva Mendez that have either paid a visit or participated in signature Campari activities.
The sprawling property is home to two generations of Campari. The property’s reputation dates back to the 1860s when liqueur was first brewed. It was a popular bar called the Caffe Campari and also the first in the city. Today, the edifice is transformed to a colossal Campari global headquarters, housing corporate offices, a multi-purpose venue, first-class museum, and an academy.
2Baba was given a tour round the city and visited the popular Campari Galleria where iconic designs from global artists decorated the rooms. He also had the opportunity to invent his own cocktail, Implication Shekarito, after being taught by experts. 2Baba was also a participant in a workshop at the Campari Academy.
Though, the historical trip comes as another first for 2Baba, it is dear to him because he sees the visit to Milan as a continuation of his relationship with the continent where he won his first MTV European Music Awards 11 years ago. Campari is also happy as it showcased its universal appeal with the trip, positioning itself as an iconic brand made for only legends.
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