Sarkodie
Manifest
When Janis Joplin included a track on her 1971 album Pearl which featured lyrics which asked God to buy her a Mercedes Benz since all of her friends drove Porsche's, most listeners were not aware that what she had done was not just write a lyric about the absurdity of the core of American materialistic culture, but was actually launching a paradigm of product integration into popular songs! As it turns out, this form of “in lyric commercial” became a standard for popular music. In a digital download world where the conventional structure of the music industry has been turned upside down this tactic can offer considerable advantages for brand marketers who want to reach the pop music listener said, Hal Licino.

In Ghana today 5th July, 2016, the most trending story in the Ghanaian music cycles is the "beef" between two rappers; Sarkodie and Manifest.
Each of them have released a song to make their statement in convincing the public who is supreme over the other. These two have spark some trending debates on social media for three days continues especially after Sarkodie replied Manifest (god mc) with his song Kanta.

In their quest to exhibit their supremacy over each other with lyrics on beats, a manufacturing textile Company in Ghana (GTP) was thrown into the wave of the heat.

Sarkodie in his description of the fashion sense of Manifest stated, the latter uses the GTP cloths to sew "Kaba" (an akan name given to a fashion style for women). This line has made lots of listeners and social commentators both on social media and traditional media jab Sarkodie and even had his Lawyer offer an unqualified apologize to the company on an Accra based radio station called Adom Fm.
Beyonce
Another interesting thing is, Mark Okraku Mantey, Programs Manager at Hitz fm, an Accra based radio station and CEO of Slip Music is reported to have said Sarkodie, does not understand Brand Equity by way of the usage of the brand GTP and again, insulting some personalities who uses African Prints on the daily basis.

Frankly, these two actions have thrown me in a state of confusion. I am at sea as to why Sarkodie's Lawyer would apologise to GTP and for Mark to also make such an uncompleted statement concerning Brand Equity on the subject.

Let just say, the Lawyer had his client's interest at heart and so did what would prevent future legal actions against his client which is very much acceptable for the role he plays. Doubt if there is any to be laid on the table for consideration considering the context the name of the brand was used though.

The other is what l find unwarranted yet it claims, the musician does not understand Brand Equity. Interestingly, all the reports just mention this and doesn't go further to clarify what actually makes the musician not understand Brand Equity. If Mark thinks the usage of the name GTP is what makes him (Sarkodie) not understand Brand Equity then l think he (Mark) also needs some lectures and upgrade on the new trends of Brand Equity building and sustenance.

l will leave it there and focus on what Sarkodie did in his song Kanta until Mark comes clear on the reason he said Sarkodie does not understand Brand Equity.

The questions remain unanswered.
Did Sarkodie say anything to hurt the GTP Brand?
Did Sarkodie's lyrical context abuse the Brand Equity of GTP?
My answer to these questions is simply a BIG NO!!!
Amber Rose

This is Sarkodie's statement:

 "obi be dissi me aa na enye rapper aa ode GTP ntoma pam kaba" (If someone will insult me, it is not a RAPPER who uses GTP to sew kaba).
The statement was directed as the subject (the one who uses GTP to sew "Kaba") though he is a male. This seeks to make mockery of the subject. It wasn't addressing the brand GTP.

Question: Is GTP used in sewing "Kaba"? Ans: Yes (Meaning he respects what the Brand is used for but in this case, someone is using it in the opposite direction)

In my opinion and knowledge, Sarkodie has helped and boost the GTP Brand awareness to the younger generation. Growing up in Ghana, one thing l have notice of the GTP brand is, it is meant for the elderly and special traditional occasions. So on a casual youthful meetings, it is not a choice for me. What Sarkodie did in marketing is called Product Placement though it wasn't payed for. A strategic partnership between a corporate brand and a music brand can bring this kind of awareness to bear.
In my view as Celebrity Broker, Brands, Communcations and PR Consultant, GTP can strategically take a second look at the situation and make lots of gains as a brand especially with her direction and target audience.

Let me give some instances in the American Hip Pop world of what product placement could do for a brand.
 On March 19, 1994 Snoop Dogg made an appearance on Saturday Night Live wearing a sweater from then new designer Tommy Hilfiger. As a result of that appearance, Tommy Hilfiger was catapulted into the Hip-Hop culture.
Soon after Snoop Dogg’s appearance, you began seeing Tommy Hilfiger in music videos, hearing about the brand in rap lyrics; you even saw some rappers model the clothing line. I’m almost definite that Snoop had no idea that he would inspire such a trend in the culture and if he did, would he have gotten into a contract agreement with the clothing  line?

Jidenna,
Jay-Z’s encounter with well renounced champagne company Cristal is similar in story. Even before Jay-Z’s first critically acclaimed album ‘Reasonable Doubt’, Jay-Z has been rapping about his esteem for then practically unknown, in the Hip-Hop world, champagne Cristal. Jay-Z sparked a trend in the Hip-Hop culture driving the sell and production of Cristal through the roof. For roughly 10 years, Jay-Z was providing free publicity to the company without a share in the company’s stock, a check for his contribution in the sales of the champagne, or a simple thank you; but Jay-Z was greeted with criticism from the company’s managing director saying that he viewed the attention from rappers with “curiosity and serenity”.

Now let look at what GTP products stand for and their target audiences according to their current brand campaign.

GTP Nustyle of the textiles company and is the flagship brand targeted at the young and young at heart. It is characterized by bright colours and fresh designs. GTP Adepa is targeted at the more matured and conservative consumer. This fabric is characterized by classic designs and comes in one or two colour prints; GTP Safoa is targeted at the discerning consumer who wants a simple African print and people who celebrate the birth of a child or some other joyous occasion. It is a wax print that comes in just the base colour. Last but not least is GTP  Nsroma, which happens to be the only Fancy print among the four brands. It is for special occasions such as funerals. Then, there is GTP Institutional for users such as churches, educational establishments and corporate bodies.

Rihanna
So from the above, the flagship of the company GTP is targeted at the current audience which Sarkodie is a strong influencer.

So l ask, who stands to benefit more than to be accused of not understanding Brand Equity?
Here are five benefits, GTP stands to gain if they strategically position themselves well with the free mention in the viral sound and music "beef".

1. BRAND AWARENESS

GTP has spent lots of money advertising over the years but truth is, for the first time in the company's history it has received the highest of social media trends and awareness through Sarkodie's mention. This will give the company wide leverage to communicate their brand to already existing and new audience. About five hashtags on social media connected to the "beef" between the two artistes has an element of GTP in there. The company's name and products has really traveled far due to the placement in the audio.
Thankfully, last month, Google introduced LyricsFind. This is a search which you need to only type a line of the song and you will get access to the lyrics of the said song you want. This will give more exposé to the GTP company as well as the thousands of websites which deal in music and lyrics distribution. The worldwide audience in this category is estimated at over 2billion.

2. INCREASE IN BRAND CREDIBILITY

Solange Knowles
Currently via social media, GTP is credited with the many African Prints which lots of famous and unknown people wear. Following the Tweets and Facebook hashtags, GTP is dominating and American music stars like Beyonce, Jidenna, Solange Knowles, Chris Brown, Amber Rose, Acewood etc are spotted wearing African prints which is attributed to GTP products. Who knows, they might not be GTP products but here they(GTP) are receiving all the credit which creates more credibility for their brand.

3. COST OF ADVERTISING CUT DOWN

The cost of attaining this mileage provided by Sarkodie in his quest to respond to a "diss" song from Manifest will indirectly cut down the cost of advertising of GTP. The company now stands the chance of a continuous social media dominance and attention. The cost for advertising on social media is not as expensive as the traditional media. The company have received the green light to keep the GTP trend active and continue to engage more audience which according to their flagship product, the young and young at heart. A whole new social media planned must be drawn to strategical keep the company and her brand vibrant.

4. INFLUENCE MEMORY & PURCHASE INTENTIONS

A great advantage of the presence of the GTP brand in the song from a third party(Sarkodie) is that it does not come across as a promotion or advertisement. This gives consumers with no choice than to take into memory GTP as part of the sound. In situations where consumers will have the choice of skipping the advertorials on TV or online or radio, this time, it is part of the sound so you have no choice than to consume it as well. This will keep the brand in memory and goes a long way to influence purchase intentions.
"The competition for consumer attention is unbelievably high and this type of seamless approach is a way to promote products to a highly captivated audience in a subtle way," Cooper observed.

5. INCREASE REVENUE

While some companies may shy away from being associated with a music or rap culture which is often marked by misogyny and violence, it is undeniable that hip-hop wields immeasurable power and influence in business.
Aspirational in some respects and now synonymous with youth culture in many corners of the world, hip-hop has long been credited with — or criticized for — having an impact on everything from clothing to cars. This influence goes a long way of converting into cash or revenue.

GTP stands a way of getting the audience purchase their products. More young and young at heart fellows who would ordinarily not purchase or wear African Prints will now be more informed and have no choice than to sing, "GTP". A continous mentioning of the brand name in advertising is called Repetition and which gradually appeals to the sub-concious minds. This absorption leaves audiences consuming the product by default. In so doing, it will increase demand on the market for the brand and reduce advertising expenses for the company. 

In conclusion, what Sarkodie did is product placement which adds value to the GTP brand which INCREASES their Brand Equity. The ball is now in the court of GTP to restructure their advertising plan to achieve more than expected.

If the company can not do this, they can easily contract an expert in the field of social media marketing. 

My name is Ntiamoah Williams. Your Celebrity Broker, Brands, Communications and Social media Consultant. ......Always remember, Brand or Be Branded.