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L – R:
Corporate Affairs Adviser, NB Plc., Mr. Kufre Ekanem; highlife legend,
Bright Chimezie; Portfolio Manager, Mainstream Lager and Stout Brands,
NB Plc, Mr. Emmanuel Agu at the unveiling of the Hi-Life guitar to mark
the official launch of Hi-Life Fest by Life
Continental Beer in Owerri.
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Life Continental Beer, a brand from the
stables of Nigerian Breweries Plc., has launched Hi-Life Music Fest,
a musical competition aimed at celebrating and promoting highlife
music in South East Nigeria.
The music competition which kicked off
with the first set of auditions in Owerri on April 10 - 11, 2017,
held its first regional finals on Friday, April 14 at Cubana Lounge.
Auditions and regional finals will later hold in Port Harcourt, Enugu
and Aba with the grand finale set to hold in Onitsha.
Speaking at the media launch, Mr.
Emmanuel Agu, Portfolio Manager, Mainstream and Stout, Nigerian
Breweries Plc., described the initiative as one of the various ways
the brand seeks to ensure that its consumers live a progressive life
filled with opportunities, and are conversant with the iconic sound
of their environment.
“Life Continental Beer is all about
the progress of the people of the South East, this is evident through
our ongoing project – Life Progress Booster Show. Music is
important to the Igbo people, especially highlife music, and with
highlife legends like Osita Osadebe, Celestine Ukwu, Oliver De Coque
and many others, Hi-Life Fest is our way of bringing this rich genre
of music back to the mainstream,” Agu said.
Mr. Kufre Ekanem, Corporate Affairs
Adviser, Nigerian Breweries Plc., said that Hi-Life Fest will further
enrich the shared values of progress between Life Lager Beer and the
people of South East Nigeria as been the case with Progress Booster
Show and Umu Oganiru Festival, the brand’s existing consumer
engagement platforms. “The unveiling of another consumer engagement
platform by Life Lager does not mean the already existing platforms –
Life Progress Booster and Umu Oganiru Festival will be discontinued.
Rather, this new platform will deepen the values of progress that
Life and the people of South East Nigeria share.”
According to Mr. Emmanuel Agu, regional
winners will proceed to Onitsha for the grand finale where the
overall winner will be rewarded with the sum of one million Naira and
a one year recording deal. Winners of the regional auditions will
be determined by the audience and a team of judges consisting of
seasoned music producers and on-air-personalities who have over the
years trained and mentored young talents in the entertainment
industry.
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