BOB has formed a partnership with musician Ancient Man who has created a song promoting the products and services of the bank.
The new jingle hits the airwaves today, and the lyrics are sung to the beat of the original music from Ancient Man’s hit song ‘I Ene Askin Fa Much.’
“What this represents as we go forward is the statement that we do not have to search the foreign market for talent,” said Alfred Jarrett, Chairman of BOB.
This deal is also believed to be the biggest endorsement that any Bahamian artist has ever received, although BOB preferred not to disclose its actual value. Ancient Man, whose real name is Kenyon McDonald, was a career certified public accountant until he placed that aside this summer to pursue his dream of making music full-time.
BOB’s manager of business development and public relations Tanya Wright said it was important for their organisation to incorporate local personalities or symbols into every aspect of the bank’s marketing which their customers could relate to.
“Ever since we realised we had the ability to do so, it was important to make sure that we don’t have to import images to sell what is a purely Bahamian product,” Mrs Wright said.
“You will see in a lot of our marketing collateral that the images are familiar, because they are our very own. We were looking for a new song for the bank’s customers to associate with the bank … and we thought that the song I Ene Askin Fa Much really provided a good playground for how we could incorporate rake’n scrape Bahamian music into [our advertising],” Mrs Wright added.
The song is over four minutes long, and it will be played ‘piecemeal’ over the airwaves.
By: BARRY WILLIAMS, The Nassau Guardian
