Ghanaian actor, John Dumelo is a business man; clothing line, hotel, foundation and other ventures fall under his watch and he definitely loves to exploit every situation to his advantage, business wise.
The actor, who was chosen by the World Cup planning Committee at the behest of the Ministry of Sports together with other entertainers, have been accused of promoting and propagating his personal business in Brazil at the expense of the promotion of the national football team, The Black Stars – the reason why he is there.
Observers have raised concerns over John’s blatant show of advertisement of his clothing line, ‘J. Melo’ in Brazil, where he has been seen and photographed in nothing but ‘J.Melo’ wears.
With the mandate to mobilize support for the Black Stars in their quest for honours, John, in all the matches played by the stars and the accompanying fanfare being organized in Brazil: is yet to be seen in a Black Star replica jersey.
The actor is said to have taken advantage of the enormous local and international media presence to showcase his clothing line, which is an integral part of a business empire being put together by the actor.
On different occasions, he has been spotted with different designs of the ‘J.Melo’ T-Shirts, posing for photographs and interacting with fans. John is also reported to be sharing with the numerous fans on how and where to get some of the ‘J.Melo’ branded T-Shirts and other designs of the label.
Some have questioned the actor’s move to project his brand ahead of the national cause, which is the Black Stars. According to such critics, the timing for such advertisement of personal brands should be relegated for the ultimate projection and mobilization of total support for the Black Stars.
Last month, the World Cup Planning Committee named the likes of Shatta Wale, Jackie Appiah, John Dumelo and Becca as ambassadors who are supposed to use their iconic status to boost the morale of the Black Stars during the tournament.
After the announcement, some activist of the ruling National Democratic Congress, NDC, frowned on the list of appointees and questioned the mandate assigned to such ambassadors.
Sam George, a member of the communication Team of the NDC did not mince words when he stated: “Jackie Appiah, Becca and John Dumelo et al? I mean how? Where did we go wrong? Now they claim Black Stars cannot win if Shatta Wale and Becca are not singing for them in their rooms or Jackie and John are not acting ‘cine’ live for the?
And where is Mr. Beautiful, Bob Okala, Madam Sinare and others who put their careers on the line for us, if it is indeed of necessity? Do we learn? Are we blind? Are we jinxed…or are we plainly being politically immature? Something Must Change.”
Another activist, Ibrahim Yahya, queried the selection of John Dumelo by stating: “So how do you take a person like John Dumelo to Brazil and leave behind Mr. Beautiful who is being refused acting roles by producers because he campaigned for the NDC?