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Showgear celebrates shure partnership with special gig


Mosun (left) Deaola Akinyemi, Simi and Tayo Akinyemi at the event.

In a bid to strengthen its footprint in Nigeria, world leader in microphones, Shure Incorporated, recently announced a partnership with Showgear Limited, a retail player in audio-visual products in Nigeria. This development aims at enabling consumers get easy access to the company’s original products and after-sales services.

To celebrate the partnership, which will see the outfit represent the brand in Nigeria, Showgear recently staged a special gig Lilygate Hotel, Lekki, Lagos, with notable artistes, including X3M Music’s Simi and MAVINS’ Johnny Drille, Wole Oni, Olaitan Dada, Tosin Martin and others in attendance.

The event, which lasted into the late hours of the day, witnessed live performance by artistes, as a way of sampling some of the latest sound equipment from Shure. Also, some lucky members of the audience, who participated in a game, went home with Shure brand of microphones.


Speaking on the partnership, which is expected to checkmate counterfeits and shore up the brand’s market leadership in Africa’s largest economy, CEO of Showgear Limited Deola Akinyemi expressed delight at the collaboration, which he said would be beneficial to both companies and consumers alike.

“We are delighted to partner with Shure Incorporated, a leading and respected global audio brand. This partnership is dear to our vision as it makes it possible for Nigerians to have access to our partner’s products without the fear of possibly purchasing a fake product.”

On how the partnership will help fight against fake products, Akinyemi said, “70 per cent of the Shure microphones here in Nigeria are fakes; most of them were made in China and they can never sound like the original one. We know all the people involve in the fake product and what we are telling them today is, ‘there’s no need to sell fake microphones. You sell fake microphone and you make 10 dollars. Why don’t you sell the original and make 15 dollars?’ So, we are bringing them in, teaching them about this microphone. A lot of them are already keying into it; they are buying it,” he said.

In a brief chat with the Regional Sales Manager (Africa) for Shure Sujit Nagesh, the explained that, “this relationship all started when we were searching for new partners back in September last year, given how our product portfolio was increasing. We wanted to strategically choose someone, who can bring the products out in the right manner; that was how we met Showgear and the partnership has been exciting.”

On how the brand intends to support the entertainment industry, he said, “it’s estimated that the Nigerian entertainment and media industry revenues are going to clock about 10 billion dollars by next year. We are already discussing how we can endorse budding artistes; we are also going to be focusing on various trainings to cater to the audio professionals in the market.”

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Johnny DrilleShowgearSimi
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