By Merit Ibe
In recognition of the power of the Igbo community to overcome challenges and achieve success through collective effort, the Life continental Lager Beer, a brand of the Nigerian Breweries Ltd, has solicited the support of Mandilas United Traders Association (MUTA), Lagos, in the grand finale of the Hi-life festival which comes up on Sunday.
Speaking during a visit to the market, Senior Brand Manager, Life Beer, Oluyemi Ekundayo, said Life is a cultural brand that is Igbo and promotes every good virtue the Igbo man represents as a brand.
He disclosed that the brand has a Hi-life platform that promotes young Igbo people in the music space and that helps promote the genre of music called highlife.
“Life Continental lager beer has identified music as one of the avenues to promote Igbo culture and so, Hi-Life Fest is designed to ensure that homegrown talents are given the needed motivation to progress in their musical journey.
The competition is aimed at creating a platform to identify and harness highlife talents resident in the southeast of Nigeria.”
He cited example of a beneficiary of the brand, Anyi Dons, who won the 2018 edition of the Hi-life fest and now a big name in the music industry.
“We develop them and give them a platform they can blossom.”
Disclosing that four Igbo contestants will be in the grand finale on Sunday, to contest for the position of the King of Hi-life, Ekundayo ceased the opportunity to invite the association, saying the Igbo community needs to support their own as they have always done.
In his reaction, President of MUTA, Anthony Okeke appreciated the visit, promising the association would grace the occasion in grand style.
Okeke also applauded the brand for previous support to the association which lifted members in their various fields of businesses. He asked the company for more assistance in the area of gadgets like solar power and fire extinguishers in case fire out break to protect the market.
“ I appreciate what they are doing and what they did in past. They have impacted the lives and businesses of members of this association.
Like Oliver twist, we want to ask for more.
“We need gadgets to protect our markets. And if the need is met, it will make a great impact in the association.
I give kudos to life brand of beer in Nigeria, they should keep it up and keep promoting the good culture because Igbo patronize them and know the value of happiness.”