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Hi-Fest: Life Continental promotes highlife music

Life Continental Beer has restated its commitment towards the revival of the dying highlife music in Nigeria. The brand said it was doing this through its ongoing regional auditioning, tagged, ‘Hi-Life Fest’ holding across the country to discover and nurture talents in the highlife music genre.

In a statement on Thursday, the Portfolio Manager, Mainstream Lager and Stout, Nigerian Breweries Plc, Mr. Emmanuel Agu, said during the regional finale in Enugu that the event was also an avenue to promote and preserve the culture and heritage of the people through music.

Agu noted that highlife music, which used to be a unifying tool in the hands of the people, especially in the South-East, was gradually dying and needed to be revived through the search for younger talents who would step into the shoes of highlife legends like the late Oliver de Coque and Osita Osadebe.

He said, “We are doing this Hi-Life Fest to uphold the culture and tradition of the people of the South-East and discover talents in the highlife music genre. Our culture is strong, progressive and lively and Life Continental beer recognises and represents those strengths.

“Hi-Life Fest, which is another way of showing our commitment to the people also provides them a platform to fully express their aspirations and dreams through music.”

The winner of the auditions in Enugu, Chibest David, expressed his excitement saying, “Being a part of this competition is a wonderful journey for me, and winning the Enugu regional audition makes me exceedingly happy. I wasn’t sure I would win and qualify for the grand finale. Life Continental Beer has authenticated my talent and I am thankful for that.”

David joins past winners, Roselyn Akpan and Umunnakwe Nwajiaku from Port Harcourt and Owerri respectively as they await winners from other regional auditions in the grand finale in Onitsha where the overall winner will be rewarded with N1m and a one-year recording deal.

A team of judges consisting of seasoned music producers and guest personalities witnessed numerous performances while they also engaged the audience in deciding the best acts at the event.

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