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The transition of FM radio in Uganda in the early 1990s offered many opportunities. Musician Ragga Dee, real name Daniel Kazibwe, mentions that this was when the deejay job started to gain local respect.
He notes that music radio hosts gradually imported freestyling from dance clubs to air shows, giving birth to fully established musicians such as Emperor Orlando, Rasta Rob and Menton Summer.
He reveals that because freestyling was a thing at the time, radio hosts would rely on musical freestyling to give radio mentions to win over customers.
Kazibwe says this is how musicians Menton Summer and Orlando came up with the idea of a music-inspired radio commercial called; Silikawo baby an advertisement for a baby jerry – Sleeping Baby – locally called Silikawo Baby.
Shot in both Kiswahili and Luganda, the ad is produced with recurring patterns of unstressed syllables and encourages Ugandans to use baby jerry for the comfort of their babies.
The advert eventually became a local lullaby and was later recorded as a song which Kazibwe says not only became a club anthem but was also played by deejays at events.
He adds that few people would notice that the song was literally a radio commercial, as it was dubbed onto compact cassettes for home use.
However, Kazibwe notes that the concept of music commercials existed earlier when pharmaceutical entrepreneur Canon Ddungu launched the famous Kyapampalaasi advertisement.
Kyapampalaasi advertisement, a radio commercial for a medicinal ointment called Kyapampalaasi, became very popular in the 60s, 70s, 80s and early 90s.
When singer Diplock Ssegawa recorded Uganda’s first modern wedding song, Sooka Omunonye, his friend John Ssemondo, who was then working with State Wide Insurance (Swico), convinced the company’s marketing team that a musical advertisement would better advertise the company and he tipped Ssegawa for the job.
In 1987, he recorded Uganda’s longest radio spot, lasting nine minutes, at Andrew Crawford’s studios in Kenya.
At the time, he was paid Shs2,000 to produce the advertisement aimed at getting Ugandans to insure their products with an insurance company called SWICO. However, it literally became a song for everyone, even those who were never interested in insurance services.
He mentions that the Swico ad is one of his longest projects, thanks to the fact that he reshoots the ad every ten years.
Chai Garden tea, Nywa nga Chai Garden tea, Chai Garden tea….. Garden amalako enyonta akuwa amaanyi at nga Muwoomu. Garden Tea, an advertisement for popular tea leaves, is one of the most nostalgic music-inspired radio commercials in Uganda’s advertising history.
Musician Diplock Ssegawa says the commercial, produced by the late Edmund Batte and narrated by the late Kezia Nambi, became an addictive lullaby for children because of its musical touch that allowed them to sing along.
As MTN-Uganda looked to boost their service called MTN MoMoPay, a story emerged about a villager in the city trying to utilize the idea of cashless, in the form of a music-inspired advertisement called Bosco Kataala.
The ad was created with engaging humor and an authentic local sound, making it relatable to local audiences and encouraging people to sing along.
Featuring a comic character Bosco, a little-known actor real name Siraje Kasirye, the ad was created by local music label Swangz Avenue together with Yese Oman, who happens to be the songwriter of diva Vinka.
Mistaking a Congolese Volkswagen for a song
Artist Jack Kinobe Sserunkuuma says that Congolese singer Franco Makiadi Luambo was a household name in Uganda in the 1970s.
One of his most famous infomercials was the song AZDA released in 1973, a song that was popular at parties and bars and was broadcast on Radio Uganda.
On his YouTube channel, Rhumba music expert James Angana shared that the song was an advertisement for a Volkswagen dealer in Congo known as Association Zairoise d’Automobiles or AZDA for short.
Singing Nako kumba baninga, VW, problem ezali te, Eloko endimami na Zaire Vw, Vw, Vw, Vw, Commander na Azda, Azda kombo ya sika literally means: I will transport friends, Volkswagen has no problems, Volkswagen is accepted in Zaire, Order from Azda, Azda a new name. He praises the car brand and calls on his compatriots to choose Volkswagen.
Although Congolese music is loved for its buoyancy, when Luambo sings “vay-way vay-way vay-way vay-way,” he says VW as beautifully as anyone has ever pronounced those letters. He applies his declarative baritone to create simple, recurring patterns.
According to music website Sync Summit, music written specifically for advertising accounts for between 40 and 60 percent of all music used in advertising and brand campaigns in the United States alone.
There are a number of songs originally written for and used in commercials, which later became ‘Commercial Hits’, which were considered hits in the general market.
Before Chris Brown became known for his off-stage antics, in 2006-2007 he wrote and recorded what may be the world’s best song for a bubble gum commercial ever, called Forever (Wrigley’s/Chris Brown – BBDO).
The song ‘Forever’ was commissioned by BBDO as part of a project with three pop stars (the others were Ne-Yo and Julianne Hough) to revamp three of Wrigley’s brands (Double Mint, Big Red and Juicy Fruit), but this one was by far the standout song.
Kekana and Coke’s one billion reasons to believe in Africa
In 2012, the soft drinks company Coca Cola evoked memories of the wave of South African pop music that swept into Kenya and the rest of the continent in the mid-1980s.
Although the original song was recorded in 1984, All I Need became one of the most attractive audiovisual advertisements on the African continents.
The scenes in the TV advert for the campaign called ‘One Billion Reasons to Believe in Africa’ were shot in Kenya early that year, featuring Kekana and children from various schools in Nairobi.