Pulse Investments Ltd, the listed Jamaican company is now a player in the African lifestyle market. With strong support from media, financial services companies and other partners, Pulse will work from a Lagos, Nigeria base to reach the populous and lucrative African markets with their enormous financial and creative potential.
Pulse tested the market at the end of December, working with Fashion One TV on its Style by Zenith lifestyle expo. Pulse supermodel and global ambassador Oraine Barrett represented the company at the huge multifaceted event, staged in Lagos. The expo, sponsored by Nigeria’s largest banking group Zenith, was a resounding success, attended by several thousand people.
Based on its initial foray and the strength of Fashion One, Pulse entered into a joint venture agreement with Virtual Xchange, the parent company of Fashion One in Lagos, last week. Pulse was represented by Chairman Kingsley Cooper and co-Managing Director with responsibility for fashion and television, Romae Gordon. Fashion One was represented by its principal Kaycee Kennedy and Dr. Oluseyi Adebayo-Olubi. Pulse also met with Zenith bank, represented by its Managing Director Peter Amangbo, Deputy M.D. Adaora Umeoji and other officials.
Fashion One is a TV and multi-media platform that reaches across Africa on the DSTV network. The African franchise of the global Fashion One, the platform has close to 50 million viewers and is the largest and main fashion channel in Africa.
Under its agreement with Fashion One, Pulse holds an equal share of the business and will initially undertake broadcasts of certain programming in Africa and the Caribbean. These include Pulse’s Caribbean Model Search Reality TV series, which is now being broadcast by the channel in Africa.
An African Model Search will be conducted in segments covering West Africa, East Africa and Southern Africa, starting with West Africa. Key partners are Fashion One and a telecoms purveyor, which cannot yet be named. The event’s major sponsor is Zenith bank.
The Pulse model agency will represent international talent discovered in the Search.
Top African designers will attend Pulse’s CFW/Caribbean Resort Fashion Week in the summer and Caribbean designers will visit Nigeria for the Style by Zenith event at the end of the year. Additional projects are slated to flow from this joint venture agreement.
While in Lagos, Pulse principals met with several of Nigeria’s best designers and appeared on television providing information about the company and its many successes over the years while encouraging participation in the Africa Model Search.
Key Pulse talent such as Vogue covergirl and top 40 earner in global modelling, Alicia Burke as well as Ralph Lauren star Oraine Barrett are slated to represent Zenith as ambassadors for youth empowerment and business development.
Jamaican marketing consultant, well known in tourism circles, Michael Williams, is Pulse’s representative in Africa. Williams is based in Lagos.