P-SQUARE SPLIT AND BRAND LOSS OF GOODWILL, REUNION WILL BRING SYNERGISTIC BENEFITS.

The story of P-Square split and brand disintegration has inundated the media that has been taken aback with the story in such an impromptu fashion. But before I delve into the crux of the matter, I have to define the two major words that highlight this write-up. 1. Goodwill 2. Synergistic benefits

Goodwill: In accounting, goodwill could be defined by some books as intangible assets while outside accounting field, goodwill could be defined as some value that has been developed by a company over the years for delivering amazing customer service, unique management, teamwork, strong brand name et al.

While synergy in financial management could be defined as when combination of two businesses in the context of mergers and acquisition results in total improvement and burgeoning of the financial metric of the new business such as revenue, cost of capital, profitability etc. In synergy, (1+1=3) as against the simple arithmetic of (1+1=2). This sudden increase in the company’s balance sheet as a result of the merger brings what we call synergistic benefits.

Now lets retract back to the crux of the matter, which is the P-Square split. P-Square group is a strong brand that has dominated African music industry for more than a decade now. It is believed to be the biggest brand on the continent due to their consistency, tremendous work ethic and stage energy that is second to non in the industry.

For more than a decade now, they have continued to churn out blockbuster hits all year with their albums dominating any other album all season. This explains why many people across Africa have continued to mourn the disintegration of P-Square brand with many writing them openly not to let go that union that has made them the darling of African music including celebrities that have even written them open letters pleading that they remain together as a brand.

I remember, far away in Canada, the first ever Nigerian music I took time to listen, watched the video repeatedly on Youtube and since then got stuck and fell in love with Nigerian music was P-Square’s ‘DO ME’. The song was such a hit and I loved it so much that it made me to do 180 degrees turn to Nigerian music from Western music and since then I have not looked back as western music does not appeal to me any longer. Of course there are many hit songs on P-Square’s list which maybe a 15-year old African child will help me do the itemization but I can remember just a few because am not that addicted to music to follow all there songs back to back. But I certainly cannot forget songs like FOREVER, CHOP MY MONEY, BEAUTIFUL ONYINYE, BANK ALERT et al and of course you cant forget the banger that dominating the air waves called COLLABO. The list could certainly go on as everyone knows. The brand has won numerous awards and endorsement across Africa and even beyond.

Consequently, this split which the group has confirmed either covertly or overtly through their actions which has the undertone that the union has indeed cracked even when am not sure they have officially issued a statement to the press to buttress that except mere social media posts that their audiences have interpreted to mean au revoir as P-Square group with each using a separate name to either release solo song or do solo performance in such unprecedented manner.

Apparently, if I may elaborate, a split by the group will make them loose goodwill in their brand. That means their market value individually will diminish though it’s not sacrosanct as each of them could still rebuild his market value to what it was before the split singularly. But the fact is that, the brand will certainly loose market, loose tracking, loose followership, loose revenue, loose self worth and loose capital worth which was strengthened by the union.

Remember that one of the headlines of their brand is the energy the bring on stage more than any other group in Africa and this is one of the reason why they worth so much and people break bank to invite them to perform on stage for them, unlike many single artistes who collect less to perform across Africa. So if the break-up is real, they will struggle to earn close to what they used to earn as a group. And also they will loose tracking as their solo songs or performances will not headline social media and entertainment industry as it used to be when they were together. This will also affect their social media followership which is part of how they generate their revenue as either most people will take time to know who is Mr P as an entity and who is RudeBoy as a solo artiste.

As the entire entertainment industry and social media struggles to grapple with this reality, P-Square brother will also struggle to  earn what they used to earn and to maintain the momentum that puts them on headline all the time.  All these will have implications on their balance sheets and before the healing is fully done with each solo artiste fully projecting his  unique identity to the market as solo artiste, they would have lost millions in market value and goodwill. And in some cases, if they are not careful, this might herald the demise of their career singularly as they might lose tracking as solo artistes because people have gotten used to them as a group, but God forbid as we do not want to our P-Square brothers to diminish in career just like that.

Now, having dissected the loss of goodwill, we will now analyse the antithesis of that through a re-union that will eventually bring synergistic benefits to the merging brands back together. Just as I defined synergy, this is a benefit in terms of market value, revenue , profit et al that burgeons beyond what it will be if the two brands merge together  or in this case re-merge together again. That means that the two separate brands now coming together in form of merger will bring (1+1=3) synergistic benefit as against 1+1=2 when they continue to operate solo. Also the buzz, which this there split has caused will also greet their re-union with uproar as fans will cheer and any song they release together will be super hit. This is because their fans who would have missed them together as a brand will be anxious to listen to them as one band again with so much excitement and social media buzz to that effect.

So, if I could draw inference from my write-up, my advice to the two brothers as a distant fan they don’t even know is that it pays them better to stay together as a group. After all everything boils down to money. They are brothers and will remain brothers, so no matter what is fuelling the break, they can man up, put it aside for the sake of their future career, better revenue and brand that will continue to dominate African music and beyond. Splitting will herald bad omen for their business and bank accounts and might lead to further complexities beyond their comprehension in the future.   

Freedom To Our Generation!

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