#BusinessClinic: The Power Behind Accolades



When Charles Okocha A.K.A Igwe Tupac, A.K.A Amoshine did the "I paid my dues, I deserve some accolades" video we all thought it was just a normal funny video skit like the Lasisi Elenu piece (this guy is so damn funny), Maraji (the boss lady of creativity), need I mention Crazy Clown who made the IG comedy pick up. Whoop!

Igwe Tupac came with a different twist, it wasn't just a comedy skit it was the birth of a movement.
Reasons being you find everyone getting involved in the 'accolades' frenzy with everyone recording their own video displaying ingenuity at its peak even the kids are not left out (😂 ) have also been tempted to do mine.

You could say why will a video generate so much attention but wait for it. The idea wasn't to get everybody recording their own version.

The main idea was to spread the movement of "we deserve some accolades because we paid our dues".

It was to get to you on a personal level to let you know - for every good work done you deserve a reward.

It was also a way for "Igwe Tupac" to get to the emotions of his fans that we all do deserve some good stuff even when things aren't going our way.

Get the movement In everyone's face, implanted in your subconscious that you become so conscious of it unconsciously.

Lastly, to test the receptive power of his popularity before dropping the follow up track "Accolades".
The song didn't need much publicity for it to go viral because the 'accolades' movement had preceded it.

What are the lessons here for businesses to leverage on?


Some businesses have leveraged on the power of 'anticipation' before the launch of a product.

For example Apple always rides on this to launch its products by:


  1. 1. Focusing on the people and not on the product. It's about the 'You', 'I' deserving the accolades and not about the music.
  2. Get people buzzing about it. Igwe Tupac did this with the #AccoladesChallenge where people had to record their own video even influencers too weren't left out, which showed massive social engagements.
  3. Draw out the suspense for as long as you can. Igwe Tupac did this very well with reposted videos of other people doing their versions, media tours, interviews and other video skits.
  4. Be ready with to launch when the buzz has gained enough momentum. Ride on this wing and fly with your product. Here it was the Song!


This is not a PR stunt to launching a product but it is a proven method used by companies to launch a particular product or line of product.

As you draw from the 'accolades' inspiration. Stand up and be counted cause your business deserves some accolades!!!
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