NewsExpress banner Firstbank Verve banner Fidelity bank card banner Umm Sulaim's Thoughts Camano banner

Life beer splashes over N10m to promote Igbo culture, high-life music

By Charles lwuoha, Enugu on 08/08/2019

Gmail icon

Views: 391

Life Continental Lager Beer, a beverage in the stable of Nigerian Breweries Plc, has declared over N10 million prize money to support the growth of Igbo traditional dance, culture and high-life music.

The beer brand is doling out the prize money through its ongoing “Rhythm of Progress Competition”, designed to showcase up-coming Igbo traditional dance, culture display and high-life music among Igbo young talents.

Speaking to newsmen at the end of the semi-finals held in Enugu on Thursday, Mr Chidi Egwu, Brand Manager of Life Beer, said that the competition is for talents from the Igbo-speaking states of Abia, Anambra, Delta, Ebonyi, Enugu, Imo and Rivers.

Egwu, who expressed regret that hip-hop music was taking over the traditional music industry of the Igbos, said that the beer brand created the platform to preserve and project Igbo culture, dance and high-life to the world.

The brand manager described the South-East and Igbo-speaking areas of the country as the natural home of Life Continental Lager Beer since it is brewed in Onitsha in Anambra for over three decades.

Egwu noted that Life Beer had been part and parcel of the rich Igbo language and culture.

He lauded the participants in the semi-finals for displaying very high talents, adding that the overall winner of the competition would smile home with N5 million, while first and second runners-up would receive N3 million and N2 million respectively.

He described the crowd today (Thursday, August 8, 2019) in Enugu as mammoth, adding: “We believe it will be bigger during the grand finals in Onitsha (Anambra) on Sunday, August 18.

“Generally, we are trying to preserve our culture and present it to the world in a very reasonable and engaging way.

“So, for us, we want people not to feel ashamed of their culture. Hip-Hop is not our culture and we need to project our own culture which is high-life music.

“We are not only giving them prize money but we provide them with platform to showcase all their activities to the world.”

Frank Onyeka, who is among the four singers that qualified to the finals, thanked Life Beer and his fans for believing in him and giving him  the opportunity to showcase his talent to the world.

Onyeka said: “I see myself becoming the overall winner in Onitsha through the grace of God and support of all.”

Kenneth Ndubisi, Leader of Ofu Obi Cultural Troupe, assured that his group would put in more practice and effort to grab the N2 million prize for the best in the dance category.

Ndubuisi, whose group was among the three dance groups that qualified for the finals, thanked Life Larger Beer for promoting dancers and high-life talents in Igbo-land and God for endowing them with the talent.

The two singing contestants, who lost out in the semi-finals, smiled home with consolation prize money of N150,000 each as well as consolation gift items given to the spectators.

Source News Express

Posted 08/08/2019 8:40:48 PM





You may also like...
Herdsmen hack mother, daughter, one other to death...

Court fines Patience Jonathan, dismisses suit against EFCC...


Presidential Aide’s Orderly shoots self, airline passenger at...

Gov. Dickson pledges to sustain Restoration Cup football...

Arrested kidnap kingpin fingers Taraba politicians

The unspiritual side of Aso Villa: A reply...

Man kills friend over quarrel with wife

Teenage girl stabs elder brother to death at...

South Africa announces visa waivers to boost tourism...

Celebrated author Toni Morrison is dead

They lied against Vampire the Kidnap Kingpin, By...


Latest News Konga Yakata ends this Thursday Arewa youths raise alarm over alleged harassment, humiliation of northerners in Lagos Girl set ablaze by boyfriend for allegedly cheating on him dies Joshua dreams of world boxing heavyweight title defence in Nigeria Policeman's son brought explosive that blew off my hand – Ebonyi student When the law is helpless, By Ebun-Olu Adegboruwa, SAN Bankers, Indian businessman jailed in Lagos for N855m fraud Why NDDC board has not been inaugurated: Akpabio Why Nigerian politicians are desperate – INEC Police arrest members of notorious kidnap syndicates in Katsina Ohanaeze Youths condemn IPOB’s attack on Amaechi, chide group for issuing ultimatum to Igbos 1,502 residents of Enugu community receive free medication from Nigerian Army


Most Read NUDE PHOTO OF OMOTOLA JALADE-EKEINDE surfaces online (570,578 views) Nigerian female sex addict opens up, says ‘I like it with both men and women’ (456,080 views) Shameless Genevieve Nnaji exposes breasts in public (405,955 views) Finally named: The full list of friends of Nigerian female sex addict who prowled Facebook (341,089 views) OLUMBA OLUMBA OBU (the one who called himself God) IS DEAD (307,360 views) 10 cars more expensive than Jets (291,519 views) Igbo scholar disgraces Femi Fani-Kayode •Demolishes claims on Igbo/Yoruba history with facts and figures (261,050 views) Breaking News: POPULAR REVEREND CONVERTS TO ISLAM in Kaduna (Nigeria) (259,994 views) OBJ’s son reported dead in Lagos plane crash •Names of more victims emerge (241,450 views) My wasted years in Olumba Olumba Obu’s Evil Brotherhood (228,003 views) Lagos plane crash: Journalist releases victims’ names (203,742 views) THE FINAL DISGRACE: Igbo scholar unleashes more facts about Igbo/Yoruba history, finishes off Femi Fani-Kayode with second article (200,170 views)


CBN milk production

CBN banner advert

UBA Wise Savers Promo


Categories Advertorials (3) African Press Organisation (81) Art & Literature (111) Business & Economy (4,617) Business Verdict (89) Columnists (1,156) Complaints & Requests (97) Enterprise & Opportunities (221) Entertainment (717) Features (855) Global Business Monitor (497) ICT Monitor (73) International (4,317) Interview (219) Live Commentary (30) Love Matters (178) Maggie's Blog (514) News (55,058) Opinion (1,437) Pidgin (18) Politics (11,867) Religion (1,132) Sports (2,252) Stock Watch (40) AMA & Al Jazeera Global Update







APO Group Partner




GOCOP Accredited Member

GOCOP Accredited member



Africa Media Agency and Al Jazeera