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By Merit Ibe
In line with its mission to unearth hidden talents not yet recognised by mainstream record labels, Hero Lager, through its ‘People’s Hero’ initiative, empowered 14 music artistes and producers with collaborations, funding, promotion, mentorship and networking to showcase their real worth. The product of this commitment is the ‘worthy’ album.
The spotlight shone brightly on the entertainment industry as Hero Lager hosted a star-studded album-listening party that left attendees thrilled.
The party which took place in Lagos, witnessed a gathering of influential figures from the music and entertainment sectors including Storm 360 founder, Obi Asika; veteran comedian, Klint Da Drunk; legendary music video director, Clarence Peters and ace rapper, Ill Bliss, among others. The presence of these stalwarts underscored the significance of Hero’s ‘Uru Dia’ music initiative’s mission in propelling promising artists into the limelight.
The party featured performances of the songs on the album by the artistes including Fire Department’s latest signee, AceTune, Zany Vibes, Dandizzy, Kolaboy, Jeriq, Ifé, Ikpa Udo, Sparkle Tee, Kodopearl, Ifex G, MajorBangz, Barmy Aje, Kezyklef, and Skitter amid cheers from the audience.
Speaking at the party, marketing manager, Hero Lager, Dubem Orji, said: “Hero Lager is showcasing the talent in rising artistes across the south and eastern regions of the country. Due to inadequate support, a lot of people do not know how talented artistes from these regions are.”
Hero Lager is a brand that recognizes and rewards the Hero in everyman because real worth is within. As such, supporting these artistes as well as every Hero on the journey to greatness is our mission.”
In a heartfelt goodwill message, rapper and creative director of the project, IllBliss commended Hero Lager for the remarkable initiative and efforts in curating a platform that showcased exceptional talents. The event also received the endorsement of “Reason with Me” hitmaker and Hero Lager brand ambassador, Rude Boy, who, although absent due to a music tour in the United States, was instrumental in nurturing and mentoring the rising artistes to deliver on their tracks, while legendary rapper, MI sent a goodwill message acknowledging the remarkable talents of the artistes.
The People’s Hero initiative has received widespread acclaim for its instrumental role in offering unsigned artistes an invaluable opportunity to gain exposure and cultivate a dedicated fan base – a crucial stepping stone to securing coveted record deals.
