Why I Am Turning My Nickname Into A Brand – UK-based Nigerian Broadcaster, Shopsy Doo

Adesope Olajide, the Nigerian media personality known as ‘Shopsy Doo’ in the United Kingdom, has revealed why he is turning his moniker into a drink brand.

Adesope spoke during the recent unveiling of ‘EnergyGwad’, his drink brand.

He said he decided to expand into the business after making giant strides in media and entertainment circles.

The media personality also stated that he has always wanted to investigate different business avenues.

Adesope began his media career in 2003 at N-Power FM London after graduating from the University of Ado Ekiti and moving to the United Kingdom in 2002.

In 2010, he worked as an online host for Factory 78 TV Network and later joined Voice of Africa Radio London.

He would also collaborate with Vox Africa TV UK, Nollywood Movies Sky 329, Ben Television Sports Show (ABC Sports), and The Beat London 103.6FM.

He started a weekly podcast show The Afrobeats Podcast — an Afropop and Afrobeats culture show — in September 2020.

The podcast has hosted a plethora of African music exports like Stonebwoy, CKay, Rema, Fuse ODG, Brymo, Don Jazzy, Sarkodie, Camidoh, King Promise, Fireboy DML, and Darkovibes.

Others include King Promise, Ruger, Timaya, Diamond Platnumz, Yemi Alade, Gyakie, and Blaqbonez.

He is renowned for his energetic stage performances while hosting Afrobeats concerts and festivals — hence the name Energygawd.

Adesope, who naturally loves taking energy drinks, thought it was only right to venture into the drinks industry especially one he personally enjoys.

Speaking about his decision to own an energy drink brand, he said, “I felt it was time for the players in the culture to start to take advantage of the success of the music and pop culture as a whole.

“Brands are currently coming to us (artistes, entertainers etc) to help promote goods and services such as energy, alcoholic or soft drinks that we regularly enjoy so why shouldn’t we start to invest in these products ourselves?

“We can make the money and invest in the growth of our people and culture rather than just having brands use us for adverts and take all the proceeds. Hip hop is our case study; with the likes of Jay Z and P diddy using their popularity to create their own multi-billion dollar empires through drinks and fashion brands, we already have the blueprint and all we have to do is follow in their footsteps.

“People already ask me where I get my energy from; I enjoy energy drinks regularly so it only makes sense to combine my love for these drinks, my notoriety in African pop culture and passion for the development of my people and industry on this journey and here we are”.

He hinted at kicking off with distribution in the UK with plans to spread into Africa and across Europe.

Adesope is also optimistic that he is charting a course that will encourage other entertainment stakeholders to expand their individual brands and identities via entrepreneurship.


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