And the new MTN brand ambassador is...

MTN has announced that Refiloe Maele Phoolo, popularly known as Cassper Nyovest, has signed an agreement to become the operator's newest brand ambassador.

As part of the deal, the much-sought-after and critically acclaimed artist and music producer will become the face of MTN in a deal that represents a major branding coup in the marketing industry.

Larry Annetts, Sales and Marketing Executive, MTN South Africa, says the popular Nyovest appeals to the majority of MTN's customers and his brand evokes the fun element, which is part of our attributes.

"We are pleased with the agreement we have signed with Nyovest, which is further testament of our ongoing commitment to develop the music industry in South Africa and beyond.

"There are a lot of synergies between the MTN and Cassper Nyovest brands which complement each other. Similar to how MTN has used its expansive footprint and leveraged the power of technology to make a positive difference in the communities in which it operates, Nyovest has also leveraged his brand to undertake worthy philanthropic causes, foster entrepreneurship and remains a source of inspiration to the youth. Both brands have overcome seemingly insurmountable challenges, are youthful, audacious and embody a can-do spirit."

Nyovest adds: "The partnership with MTN is a natural progression in my career. I've always sought to associate myself and the Cassper Nyovest brand with organisations and initiatives that unashamedly champion the development of music. I have found a home at MTN and I wish to make this partnership worthwhile for MTN customers."

Nyovest released his debut release, Tsholofelo, in July 2014, which peaked at number one on the iTunes South African albums chart for two consecutive months. In October 2014, MTV Base ranked Nyovest number one on "The Hottest MC in Africa" list.

MTN's partnership with multiple-award-winning Afro-pop group, Mafikizolo, has come to an end after a successful year.

"We would like to show gratitude to our former brand ambassadors, Mafikizolo, who will remain part of the MTN family. Our association with them went a long way in giving traction and increasing the uptake of our award-winning 'MTN Sky Win a Plane' competition," Annetts concludes.