For instance, why would a radio personality be a brand ambassador for a mattress? Or a TV Talk Show host who clearly has no interest in cooking – an ambassador for a stock cube brand? Or an actress who has been slim all her life – an ambassador for a diet tea that flattens the tummy when we all know she has had washboard abs since forever… the examples are endless, but, you get the idea.

What’s the point of having a celebrity brand ambassador when the celebrity’s fans are not even the target audience for your brand? Go figure.

Which brings me to the Michelle Williams – YouVersion collaboration, which is a perfect example of what celebrity-brand collaborations should look like.

I was pleasantly surprised when I woke up to an e-mail this morning from YouVersion, a Bible reading app I’ve got on my iPhone, announcing that Gospel Artiste, Michelle Williams, would be sharing special devotionals about the ups and downs of her Christian life, and overcoming challenges with The Word. The e-mail stated:

Growing her business, advocating for women’s health through nutrition and exercise, getting engaged… It’s been a life-changing year for the Grammy-winning singer/songwriter and member of Destiny’s Child.

Now, in a very special YouVersion story, Michelle Williams opens up about her faith journey through depression and anxiety, and her continuing source of hope and peace: God’s Word.

Whatever season of life you find yourself in today, let Michelle’s openness encourage and inspire you. Then, after the video, join Michelle on a deeper journey of faith through her brand-new series of devotionals, exclusive to YouVersion.

This is smart PR and digital marketing. As you may know, Michelle recently checked into rehab due to her battle with depression, and many questioned how it could be possible that a woman who loves God could struggle with depression. When she was released from rehab, fans and friends all over the world reached out to her with warm messages of support.

Then bam!!! This YouVersion-Michelle Williams collaboration was announced a few weeks later. Perfect timing. Perfect positioning. Perfect Strategy. Perfect synergy. JUST PERFECT.

This is how you do brand collaborations, people. This is how to pick a brand ambassador. Michelle Williams is a Christian celebrity struggling with depression, and she reads her Bible to get through this battle. So it makes perfect sense that she would use the YouVersion app to stay connected to the Word, as it’s more convenient than carrying a physical Bible, especially given her hectic schedule as a public figure.

It all makes sense.

Dear Nigerian brands, please learn from YouVersion. I don’t wanna see a big, black grown-ass male music producer being the ambassador for Nasco biscuit! Or an actress who obviously only wears luxurious human-hair wigs being an ambassador for Darling Yaki synthetic hair when clearly she will never EVER put something like that on her head. EVER. Stop ITTTT!!! It’s so unrealistic it’s embarassing.

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Here’s the introductory video from the You Version-Michelle Williams series:

In the interview, she spoke about the need to constantly be up and running and the pervasive idea that if we got some downtime, somehow that would have a negative impact on our hustle. She further added that this method of thinking had put a dent on her mental health and she’s determined to change that now.

That whole, ‘While you sleep I was grinding’ foolishness? No, please rest. This past week, I literally had to take stuff off my calendar. I had too much going on, and was starting to feel pulled. Sorry, call me flakey if you want to, but my mental health is way more important.

Shedding more light on mental health, she added that insecurities tend to flood their way in when we’ve reached adulthood because we become suddenly aware of all the negativity that has been thrown our way right from childhood. Realising this, inspired her single, ‘Believe in me’ in which she sings:

“Maybe I’m guilty
Of loosing my focus
Was too busy chasin’ what they wanted me to be
Livin’ through their eyes
Drained by the spotlight”

For some reason, when you become an adult, you discover insecurity. Someone may talk bad about you or bully you in your childhood, and before you know, you’ve adopted those things and you stop believing in yourself. I said, let me start believing in me again. I needed to get back to that place before opinions and doubts and fears got in my way.

The 37-year-old Grammy winner is also an avid supporter of businesses run by other African-American women. “Women, we know how to tear each other down, you know what I mean, and it’s amazing that there are so many great, empowering companies out there.”

Michelle continues to spread light and positivity as she embarks on her journey forward as an entrepreneur which she believes is her new purpose. When asked if we can expect to hear new music from her, the ‘Say Yes’ singer replied:

Music is in my future. I would love to release some new music this year, but not because I just have to be an artist. I’m excited to settle down, get married, motherhood, doing stuff I always want to do. Whether I just want to paddle board, and then go to an arena next month and sing a song, I want to make sure life is balanced. I’ve had a great run musically, but I believe I’m purposed to do some other things on this earth, too.

We love her positive spirit.

Photo Credit: Derek Blanks

You may recall that Michelle had suffered quite a couple of heartbreaks in the past, including that horrible time she caught her ex cheating when his sidechick tweeted about their secret rendezvous sessions.

Essence reports that Michelle, 37, didn’t tell any of her friends about 40-year-old Chad, who is a pastor and sports chaplain, until she was completely sure he was “the one.” She reveals that she didn’t even tell former band mates, Beyonce and Kelly.

“I didn’t even tell any people I was talking to Chad. I wanted to treat this relationship differently because obviously, all my past relationships have failed…I didn’t want to talk about another relationship that possibly wasn’t gonna go anywhere.”

The report further states that “…the couple met in March 2017 at a spiritual retreat run by Johnson. Although the Illinois native sought refuge in the experience to get over a bad breakup, she instead found another connection to God and a connection to her heart as well. ”

See cute photos of the moment he proposed:

We wish them a lifetime of happiness together.

Photo Credit: Parkwood/ Lizette Trent/Barkisco

You may recall that Bey was supposed to headline last year’s festival, but canceled due to doctor’s orders, because she was pregnant with twins (Sir and Rumi Carter) at the time. Her performance was so worth the wait! And gosh Bey’s post-pregnancy snapback game is out of this world. We need her to show us the way.

Okay, so in case you don’t know what “Coachella” is girls, Wikipedia and Google are your friends: The Coachella Valley Music and Arts Festival (commonly referred to as Coachella or the Coachella Festival) is an annual music and arts festival held at the Empire Polo Club in Indio, California, located in the Inland Empire’s Coachella Valley in the Colorado Desert. The event features musical artists from many genres of music, including rock, indie, hip hop, and electronic dance music, as well as art installations and sculptures.

So back to the matter: Beyonce’s performance. It was two hours long. Two whole hours of amazing performances back-to-back. Her hubby, Jay-Z and sister, Solange made appearances.

But most importantly, there was a Destiny’s Child reunion! This was by far our favourite part of the entire performance.

A DESTINY’S CHILD REUNION MEDLEY WE DESERVED. #BEYCHELLA pic.twitter.com/qqOsXaB6FG

— . (@ctrlbrian) April 15, 2018

Michelle Williams and Kelly Rowland looked and sounded great but we think it would have been even more epic if original band members Letoya Luckett and LaTavia Roberson were added to the mix. Now, THAT would have been THE reunion of a lifetime.

Here are other highlights we loved:

• “Crazy in Love” performance in which she was accompanied by a New Orleans-style brass marching band. It was a fresh take on the song
• The step dancers during her performance of songs on the “Lemonade” album. EPIC
• Nina Simone tribute and Malcolm X Quotes
• When Beyonce and her band paid homage to Fela Kuti

Beyoncé and Jay-Z will kick off their joint “On the Run II” tour this summer, and we can’t wait.