KUALA LUMPUR, Sat. — Singing could soon cease to be the core businesss of Malaysian recording stars, whose bank accounts are being filled by more lucrative sources of income.
An increasing number are raking it in from lending their faces — and names — to a whole range of items from cars to health products.
While the advertisements come only after a successful singing career, those with limited experience appear to be making it faster to celebrity status these days.
Akademi Fantasia 3 winner Asmawi Ani, better known as Mawi, is a good example.k
Barely six months after nationwide recognition came his way, Mawi, the son of a Felda settler, is reportedly travelling with his entourage in tow, owns two cars and is overseeing the completion of a bungalow in Kulai, Johor.
From a starry-eyed wannabe who dreamt of owning a pair of Levi’s jeans (he bought two pairs of levis with his first pay cheque), he now has “instant” recognition with his face on instant noodle packets.
Things are also going great with his singing career, with his albums (solo and compilation)having sold more than 300,000 copies.
His total earnings have exceeded RM2 million, largely on the back of 10 product deals.
Only singing sensation Siti Nurhaliza, the most familiar celebrity face in print commercials before Mawi, has done better.
But even the “princess of pop” took years to build her dream home in Kuala Lipis, Pahang.
Her recent RM500,000 donation to the National Anti-drug Campaign alone is a clear indication of her sizeable bank account.
Going by her massive album sales, which translates into high royalty figures, Siti could easily be the richest, not to mention the most bankable, of them all.
Over the years, she has released 11 studio albums, five “live” albums and eight compilation albums.
And that does not include earnings from concerts, live performances and dinner shows. According to an industry source, Siti’s fee ranges between RM35,000 and RM45,000 for a 45-minute show.
R&B singer Anuar Zain, the face of a herbal energy drin promoting men’s virility, is also taking home the advertising ringgit.
A concert organiser claims that Anuar asked for RM60,000 for a show during Secretaries’ Week, with a five-star hotel in Kuala Lumpur reportedly paying him RM100,000 for two performances at a similar event.
Mention a particularly mattreess and Ziana Zain’s name springs to mind. Her brother, Anuar, is associated with a tongkak ali drink.
Another real trouper is Sheila Majid, who has been associated with soaps and home appliances.
There’s Ella and a calculator; Fauziah Latiff and Deanna Yusof and a Japanese skincare product; the husband-and-wife singing dua Nurul and Ajai and a brand of rice; and actor Rosyam Nor and a brand of cookie.
According to an industry source, rates for artistes differ according to popularity.
The source said a deal may be worth RM100,000 to RM1.5 million per contract.
In the case of former beauty queen-turned-recording-artist-film actress Erra Fazira, a soap manufacturer forked out more than RM500,000 for a promotional blitz.
Beauty takes a different “face” for comedian Saiful Apek. The Most Popular Artist in Anugerah Bintang Ppopular 2003, he landed himself a handsome deal worth between RM250,000 and RM300,000 for a leading telco in a series of TV promos last year.
For Anita Sarawak, the list includes a skincare product, women’s energy drink and a health and beauty spa.
Young artists also seem to have it good.
R&B singer Dayang Nurfaizah has an annual RM100,000 contract with a leading cosmetic product for youngsters, while singers Misha Omar and Akademi Fantasia 1 winner Vince Chong promote a hygiene product, for a fee of course.
Rap duo Too Phat is another favourite for companies targetting the young.
Rosyam and Saiful are also in the A-list actors, being paid as much as RM100,000 for a leading role in a film.
According to sources, they are joined by Erra, “whose fee is up to RM120,000″.
Other popular names among film directors are Yusry KRU and Maya Karin.
It was said that Ning’s fee for her role in an upcoming movie could be as high as RM150,000, which will make her the highest-paid actress so far.
Laughing their way to the bank, these familiar faces prove that fame certainly spells fortune.
By Faridatul Anwar Farinordin, Hafidah Samat and Shuib Taib
nstent@nst.com.my