Ghana's Fancy Gadam scores endorsement deal

The year-long agreement names the singer as the newest face of the company, specifically its The Game Energy Drink. The deal is expected to boost the brand’s visibility by Fancy Gadam’s national influence in music.

Confirming the collaboration on social media, Fancy Gadam, one of the most popular contemporary musicians from northern Ghana and best known for his regular mammoth concerts at the Tamale Sports Stadium, said: “I am excited to be a brand ambassador for this company and look forward to an amazing year.”

Fancy Gadam’s announcement means that he joins a growing lineup of showbiz ambassadors at the firm, arriving about a month after Peeva unveiled fellow pop act Wendy Shay as brand ambassador.

Welcoming Fancy Gadam to the company, Wendy Shay said: “Congratulations Fancy Gadam! Welcome to the FENAAM family. We’re ready for the GAME!”

Fancy Gadam also adds to Ghanaian musicians representing beverage brands, such as dancehall singer Stonebwoy, who joined Rush Energy Drink producers Twellium Ghana Ltd in November last year. In 2016, Fancy Gadam entered into a one-year contract with Twellium.

Born Mujahid Ahmed Bello and signed to 5M Music, Fancy Gadam boasts several albums and popular singles, notably the Sarkodie-assisted ‘Total Cheat’, the Stonebwoy-assisted ‘Best Friend’, and the Patoranking-assisted ‘Customer’. He also boasts high-profile collaborations with Kuami Eugene, Mr Eazi, and Shatta Wale. 

Meanwhile, last month, the popstar added his voice to the growing criticism of the Ghana Music Rights Organisation (GHAMRO) for what he described as inadequate royalty payments.

Speaking to Accra-based Asaase Radio, Fancy Gadam revealed that he recently received GH₵374 (about $24) in royalties from GHAMRO but is uncertain about the specific period covered by the payment. He explained that after initially receiving GH₵102 and sharing his frustration online, GHAMRO sent an additional GH₵272. He also expressed confusion over the lack of transparency in how the royalties are calculated, particularly given the widespread popularity of his recent releases.

“I feel like they don’t take us seriously because if they give Fancy Gadam that kind of money, what about the older artists who are doing music as their work and are waiting for royalties?” he said. “It hurts. Are they trying to tell me that this is what I deserve for a whole year? I don’t understand. I’m in pain right now.”