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By Merit Ibe
The Life Continental Lager Beer, an alcoholic brand among consumers in the South-Eastern parts of Nigeria has announced that winner of its talent hunt show tagged Hi-Life Fest will smile home with N50 million worth of prizes, in cash, recording deal and other mouth-watering prizes.
Entry for the event themed: “Celebrating Life, Celebrating culture” commenced on September 5 to end on September 25, 2022. Also, Enugu, Onitsha, Awka and Owerri will produce magical moments to savor, as regional auditions will take center stage in these locations. Thereafter, winners from these regions will be taken to Enugu for a week of mentoring by some of the leading acts in the Nigerian music scene before the grand finale.
Senior Brand Manager of Life Continental Lager Beer, Aishat Anaekwe, said the annual competition is aimed at creating a platform to identify and harness highlife talents resident in the South East Nigeria. She affirmed that “Life Continental Lager Beer has identified music as one of the avenues to promote Igbo culture. Hence, the Fest is designed to ensure that homegrown talents are given the needed motivation to progress in their musical journey. Our aim is to showcase highlife music talents to the wider public so that they can develop their talents and become highlife music icons like Flavour N’abania and other legends. Life Continental Lager Beer has continued to demonstrate that it is indeed for the progress. That is why its concept of TuruUgoLota is inspiring its consumers to Progress in their socio-economic enterprise. Also, Aishat stated that Hi-Life Fest has been one of the most beloved experiential platforms. “This is one of the ways we connect with our consumers and celebrate our shared love for Hi-life music.
After four editions which produced remarkably talented individuals, we have decided to take this competition a step further and showcase these talents to the whole of Nigeria.
It is also heart-warming that Hi-Life Fest will be aired on ONtv from 9:30pm to 12am and Soundcity TV from 7pm to12am for two weeks. Also, viewers can catch episodes of Hi-Life Fest on Sound City FM, Lagos, Abuja, PH, Enugu and Aba from 9pm-12am, running from the 22nd of September to the 6th of October, 2022. Interested participants are enjoined to share a 60 second video clip of their performance on Instagram, using the hashtag #HighLifeFest2022, #TuruUgoLota and register on https://hilifefest.com/ to stand a chance of making it to the various audition centres in Enugu, Onitsha, Awka and Owerri.
