Just like the endless debates from our school days, some rivalries seem destined to go on without a clear winner. Take the famous jollof rice feud: Nigerian jollof vs. Ghanaian jollof, a debate that has turned a simple rice dish into a cultural icon. In the same way, Nigeria’s Afrobeats scene has seen its own legendary rivalry: Davido vs. Wizkid. These two superstars have fiercely loyal fan bases and have sparked heated social media discussions, each building a unique brand that fans rally behind.
This article explores whether these public rivalries are genuinely profitable for PR or if they introduce as many challenges as benefits. Using examples from Davido and Wizkid as well as corporate giants like Elon Musk and Mark Zuckerberg, we’ll dive into the pros and cons of leveraging public rivalries and what PR professionals can learn from these cases.
Davido and Wizkid Rivalry
The Davido-Wizkid rivalry is one of the most well-known in African music, and it has kept fans engaged for nearly a decade. Their rivalry began in the early 2010s when both artists hit the scene, each with distinct styles: Davido’s accessible, down-to-earth “man of the people” appeal versus Wizkid’s mysterious “Starboy” persona. Fans have since split into loyal factions, with social media driving every release, comment, or subtle jab into a trending topic.
From a PR perspective, this rivalry has heightened brand equity for both artists. Wizkid’s collaboration with Drake on “One Dance” and Davido’s breakout hit “Fall” in the U.S. are examples of global achievements that their respective PR teams have leveraged. The rivalry not only boosts fan engagement but also reinforces each artist’s unique brand, bringing them worldwide recognition and a powerful online presence.
Between Elon Musk and Mark Zuckerberg
Elon Musk and Mark Zuckerberg have established a long-standing rivalry, especially in areas like artificial intelligence and social media. Musk, known for his ventures in space exploration with SpaceX and electric vehicles with Tesla, often takes to social media to voice his doubts about Zuckerberg’s ambitious AI projects, once even calling Zuckerberg’s understanding of AI “limited.” Zuckerberg, meanwhile, has focused on connecting the world through Meta (formerly Facebook), adopting a more restrained approach but indirectly responding through his ventures.
The Musk-Zuckerberg rivalry has kept both figures in the headlines, each using the other as a foil to bolster their vision. Musk’s outspoken, sometimes controversial statements have reinforced his image as a disruptive visionary, while Zuckerberg’s steady, corporate approach strengthens his reputation as a committed tech mogul. This rivalry draws attention to their projects, further amplifying each brand’s identity.
What are the Pros of Public rivalry in PR
Increased Engagement and Visibility: Rivalries keep fans and consumers highly engaged. The Davido-Wizkid dynamic constantly attracts attention, generating hashtags, discussions, and memes that keep both artists relevant across social media platforms. Similarly, Musk and Zuckerberg’s public disagreements pique media and public interest, keeping their brands visible even beyond the tech community.
Enhanced Brand Differentiation: Rivalries help differentiate brands. Davido’s image is crafted around his relatability, while Wizkid’s PR embraces a more enigmatic persona. In the tech space, Musk is viewed as a risk-taker with bold ideas, whereas Zuckerberg presents himself as focused on connection and control. These contrasts allow audiences to connect with the brands that resonate most with them.
Potential for Collaboration: High-profile rivals can occasionally collaborate to signal mutual respect. Davido and Wizkid’s joint performances, though rare, generate excitement and allow PR teams to frame rivalry as healthy competition. Musk and Zuckerberg’s joint initiatives in AI research, for instance, have demonstrated how competitors can align on issues with broad societal impact.
Cons of High-Profile Rivalries in PR
Risk of Alienating Audiences: Rivalries can escalate into negativity, risking alienation. In the Davido-Wizkid rivalry, moments of online shade or perceived insults can lead fans to become overly defensive or hostile, which may backfire. Musk’s frequent Twitter remarks about AI, often dismissing Zuckerberg’s expertise, can create a divisive atmosphere, causing audiences to disengage.
Possible Brand Dilution: When rivalries overshadow the brands themselves, they can dilute a brand’s core message. If fans and media only focus on the conflict, it diverts attention from the brand’s original mission or product offerings. For instance, Davido and Wizkid’s talent as artists may be eclipsed by ongoing rivalry, causing some to lose sight of their music.
Sustainability of Conflict: Rivalries lose impact if they continue indefinitely without resolution. While tension initially grabs attention, prolonged conflict may eventually lead to “rivalry fatigue,” where fans and the public grow tired. Musk and Zuckerberg’s frequent disagreements risk becoming stale if not renewed by meaningful interactions or notable achievements.
Potential for Escalation and Violence: One of the gravest risks of public rivalries is their potential to escalate beyond control. Although rare, some rivalries can stir intense emotions and divisiveness that may spill over into real-world violence. A tragic example from American history is the rivalry between Tupac Shakur and The Notorious B.I.G. (Biggie Smalls), whose East Coast-West Coast feud in the 1990s became highly publicized. Many speculate that their rivalry played a role in the events leading to their untimely deaths, even though the full details remain shrouded in mystery. This highlights the darker side of public feuds when not managed responsibly, they can provoke dangerous consequences, resulting in irreparable loss.
We’ve explored the good, the bad, and even the tragic sides of public rivalries. On one hand, they can fuel fan engagement, build strong brand identities, and keep public figures in the spotlight. On the other hand, they risk alienating audiences, diluting the message, and in extreme cases, escalating into real-life conflicts like the tragic deaths of Tupac and Biggie. So, what do you think?
Is rivalry a strategy that should be embraced and used to boost brand equity, or is it a ticking time bomb that could backfire? Should PR professionals continue leveraging it, or is it too risky in today’s highly connected world? We’d love to hear your thoughts. Drop your opinions in the comments section below and let the conversation begin!
