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Nigerian Afrobeat star Adekunle Gold, widely recognized by his stage name AG Baby, has publicly criticized a major financial institution for allegedly referencing his philanthropic “first-class giveaway” campaign in promotional materials without authorization. The dispute centers on a now-deleted social media post by ALAT, a digital banking platform operated by Wema Bank, which appeared to parody the singer’s initiative while advertising its own eVoucher discounts.

In June 2024, the musician launched the viral campaign to celebrate academic excellence, awarding cash prizes to Nigerian graduates who earned first-class degrees. The effort garnered widespread praise for its focus on educational achievement. Days later, ALAT’s promotional message surfaced online, stating: “AG Baby no send you first-class gift? No worries, ALAT’s got you covered. Enjoy up to 70% off your favorite brands this weekend… it’s no crime to not have a first-class degree.” The tone of the ad, which juxtaposed the singer’s altruistic gesture with a sales pitch, sparked backlash from supporters who viewed it as dismissive of academic rigor.

Adekunle Gold responded directly on X (formerly Twitter), tagging both Wema Bank and ALAT’s official accounts. “Dear @wemabank @alat_ng, when did this start? You’ll be hearing from my people,” he wrote. While the post did not specify legal claims, industry analysts suggest potential disputes over intellectual property rights or unauthorized exploitation of a public figure’s brand. The bank has yet to issue a public statement addressing the allegations.

This incident underscores recurring tensions between brands and celebrities in Nigeria’s rapidly evolving digital economy, where viral campaigns often blur lines between homage and appropriation. Adekunle Gold’s initiative resonated widely in a country where youth unemployment exceeds 19%, making academic distinction a fiercely competitive pursuit. By contrast, ALAT’s promotional strategy—leveraging the giveaway’s popularity while downplaying its premise—has drawn mixed reactions, with some criticizing its messaging as insensitive.

Legal experts note that while parody is generally protected, commercial use of a celebrity’s likeness or trademarked campaign elements without consent could risk litigation. The singer’s team has not clarified whether the phrase “first-class giveaway” is formally trademarked, though his social media branding heavily associates it with his public identity.

As of this reporting, neither party has disclosed further details, but the clash highlights broader debates about ethical advertising and the ownership of creative concepts in the social media age. For now, observers await formal responses, while Adekunle Gold’s supporters rally behind his call for accountability.