It will be erratic to state that you have never come across a promo shot released by a popular celebrity or favorite stars both home and abroad. Regardless of alternating trends of media promotion/PR across the world, (not to say that this method amidst others is equally used abroad) releasing promo shots seems to have hit the bull’s eye in the Nigerian entertainment industry.
Ever wondered why celebrities and wannabe some personalities rush to post pictures of a photo shoot as soon as possible? Well, let me take just 2 key reasons for now as well as highlight the boob that comes with it!
– BUILDING A VISIBLE BRAND
Many have pelted this trend of releasing an unnecessary photo shoot by a celebrity with stones and even gone as far as posting comments that are absolutely derogatory! Well, guess what, promo shots help celebrities build brand presence visible to the audience. How? – Just like a sign board or advert posters – you notice them.
Effortlessly, they make you want to click and see what he or she looks like! As easy as it sounds – the audience click more often and view these released photos’s even when they are not 100% interested.
The celebrity directly registers his or her presence into your subconscious. Another surprise I got recently was to be present at a multinational company when a brand manager simply said – “please check if he or she has promo shots”!
“Mogbe, I quickly reasoned – mehn! I need to release my promo shots too!!!
Yes, brands or companies quickly check google.co.ng to see the actual looks of a certain celebrity or personality for recommendation or scrutiny purposes – to know if he looks good for the job! (I hope this will not move many to launch promo shots by next week)
– STAYING IN COMPETITION
Amidst the cluster of promo shots released regularly, many have dubbed this trend as Staying in competition. This works for personalities who are sort of not doing so much at the moment or hope to make a statement while structuring or being featured on a new project.
Nowadays, you don’t even have to call a top notch photographer or get the best locations! All you need to do is just – snap and release! Unfortunately, most celebs have taken it too far by getting naked or half naked for the promo shots which in turn gets them NO where!
If you have been around the industry, you will know that staying in competition doesn’t really mean – strife, jealousy and envy all the time, but also means – “DO SOMETHING TOO AND BE RELEVANT”!
So a celebrity might want to increase his/her competitiveness by capturing and increasing more audience/fan base. Mostly, by simply making a statement that says – “I AM STILL HERE OR I AM STILL RELEVANT”.
-THE IRONY
Unlike abroad where promo shots are tied towards a project or gargantuan announcement – Our celebs seem to release promo shots at will even when there is nothing in the offing.
Beyonce released promo shots for her tour and we all know the colossal awareness and followers that it got – a good leverage for PEPSI who enjoyed massive return on investment (ROI).
But in our industry, it’s about making that name first rather than breaking the ice with something very spectacular. Everyone want’s to be relevant, instead of looking for what truly makes them relevant. Releasing promo shots is fast becoming a nag and with time would prove abortive except on the grounds of unveiling something new!
But…. If brands use promo shots as a yardstick – let the trend continue! Someday the so called PR practitioners will have to cough out a new method to justify for the money being paid just to release that stomach-churning headline – “MR B RELEASES NEW PROMO SHOTS”.
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Joe Hanson– is a Media Practitioner, Event host, Sports Enthusiast, Creative thinker, broadcaster (presenter) and avid content producer/director with over a decade of entertainment/events, PR and sports experience. A content writer and currently production manager for upfront & Personal.
Twitter: @Joey_hanson
Instagram: @iamjoehanson
