By Bukola Arowosafe
Last week Wednesday, Davido tweeted “If you know I’ve given you a hit song send me money..una know una selves oo” followed by lol & heart emojis.
What seemed like a playful tweet from his hotel balcony at the time pulled over N150million in 24 hours. Incredible! Davido blew our minds with this one. A “go-fund-me” record!
In his tweet, he beckoned on fans, colleagues, friends, followers, literally anyone who has enjoyed his music to send money in celebration of his birthday and they heeded with gestures of appreciation in thousands and millions of naira and some contributing their devotee’s mite of N500 and N100. This was beyond a show of love for Davido, It was fanned giving back.
What is worthy of note is ‘the celebration money to
clear his Rolls Royce was tied to a clause “If you know I’ve given you a
hit song” he made it about his music, his work. His fans but more
importantly peers and industry associates could relate, displaying
cascading admiration and gratitude for their colleague.
the core of social credibility or status are worth and influence.
Davido has the highest number of followers on Instagram in Nigeria with 22 million. He is also the second most followed celebrity in Africa after
Mohamed Salah. With such a huge following is a proportionate amount of
influence. With the might of his social capital, Davido activated donors
far and wide overnight doubling his fund-raising goal. From members of
royal families to popular businessmen to celebrities and die-hard loyal
fans, he garnered an impressive and enviable donor list. A testament to
the singer’s influential worth.
Davido becomes ambassador of Maison Martell
success of Davido’s sensational fund-raising drive can also be
attributed to what I describe as “association syndrome”. It is inherent
in human nature to be associated with success, good things, and these
days clout-worthy causes. A powerful element of human psychology is the
desire not to get left behind or miss out. His tweet created such an
emotional excitement…the FOMO factor was there. Likes, shares, retweets,
reposts, etc created so much buzz coupled with his timely live updates
of funds raised, OBO made it compelling not to want to belong.
light-hearted act which overnight morphed into a successful
#werisebyliftingothers campaign is worthy of commendation and
celebration. More so “how to raise over N100 million naira in funds in
24 hours” will serve as a brilliant case study for non-profits and
charity organizations. For whatever reasons, donations were made; love,
support, clout, or FOMO, Davido reminds us of the strength of community
and the power of influence. – Bukola Arowosafe is a chef, food writer, and hospitality consultant