I watched the video interview of Tiwa Savage. And I have a few thoughts on it.
Seems to me that the basic idea, coming from a PR perspective, was to pull a fast Olivia Pope ish on the scandal which broke a few hours ago. And understandably so. Tiwa Savage is a Brand Ambassador for a few top brands such as MTN, Pepsi and Pampers.
Whatever the negative fallout of this impending and scandalous divorce , it’s going to have some downside a bit on the brands she campaigns for. So a fast ‘tell-my-side-of-the-story mode’ had to be employed and fast too.
I don’t know if a professional PR person was involved with the packaging but it was tacky. Not professionally done, in my opinion. I’m not harping on what she said, as those things are her personal heart cry and she has a right of reply but I’m more interested in the optics of what has been put out.
First, perhaps in a bid to elicit some linear empathy or something, Tiwa was made to think that looking humble and contrite corresponds with tying a dormitory scarf on her head and looking casual in a T Shirt was a good way to send the message home. I think it only demystified her brand more.
This is a video which would be watched for years to come and even more so by her kid. Having tried so hard to be a Beyonce clone in Nigeria (and that’s my perception of her artistic projections all these years), she should have known too that Beyonce never plays with her optics in any way. That scarf and sombre look wasn’t the right optics, if you ask me. There are more visually acceptable ways of projecting a diva’s side of the story and her PR team (if she has any) messed it up there.
I’m asking myself too if the proprietary of having such an interview twenty four hours after the scandal was advisable. For many, it wouldn’t matter but for some, perhaps a little dignified silence would have been advisable. Ma’am, you are supposed to be pop queen. You be ‘Dorodiva’. A simple press statement that you and your family would love to have your privacy respected at these trying period….”