Life Continental Lager Beer kicked off its signature Highlife music talent hunt on the 18th of March 2018 with a media unveil at Eldorado hotel and lounge Aba, Abia State. Popularly called the “Hi-Life Fest,” the event is an annual musical talent hunt focused on discovering and giving talented Highlife musicians and dancers a platform to showcase their talents and go on to achieve success in their craft.
Key stakeholders, musicians, notable personalities and fans of highlife music were all present to kick off the 2018 edition of the competition. Among those in attendance was the legendary musician Bright Chimezie, as well as Afro Hip Pop star, Flavour N’abania who thrilled the audience with his performance.
Highlife Music has been an integral part of the igbo culture for decades. The Hi-life tune inspires and gives its lovers a sense of direction and connection with their roots. This informed the creation of the Hi-Life fest by Life Continental Lager Beer as a platform to constantly promote, celebrate and enhance the Igbo culture through the use of Highlife music.
Senior Brand Manager – Regional Mainstream Brands, Nigerian Breweries (PLC), Funso Ayeni, while speaking about the commitment of Life Continental to celebrating Igbo culture, said:
“Hi-Life Fest, has become an annual festival through which we identify and discover the abundant talents in every South East states of Nigeria as part of our contribution to preserving the rich cultural heritage of the great Igbo people.”
“As a brand deeply rooted in Igbo tradition and championing the progress of the Igbos, Life Continental Beer is committed to bringing the Igbo traditional music to life like never before through this talent hunt.” He added.
The regional final in Aba produced three quarter finalists, two from the singing category and one dance group from the cultural dance category each winning 20 crates of Life Continental Lager beer. The first runners up and second runners up in both categories went home with 50,000 and 30,000 naira each respectively. The quarter final holds in Owerri on the 20th of May, 2018 at Bongo Center.
More regional finals will hold in other cities including Port Harcourt, Asaba, and Enugu among other cities.
Life Continental Lager Beer is the fine quality lager beer produced by the Nigerian Breweries Plc., made from the choicest grains, hops and the purest of waters. Life is expertly brewed to give that rich, crisp distinctive taste and well-rounded aroma in true quality fashion of the master brewer.
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