The exquisite Balmoral Convention Centre, Sheraton Hotel, Ikeja, Lagos was on Saturday, April 19 transformed to a trendy club, where millennial and Gen X bust moves on a sticky dance floor.
It was indeed a novel ‘Lagos Roadblock Party’ hosted for the targeted demographic decked in all-white/all-black apparel, going by the dress code.
Inside the ‘Roadblock’ arena were over 2,000 energetic young folks, who immersed themselves in the electrifying extravaganza of Afro-trance music and dance.
They clustered in groups, glanced sideways and getting the lay of the land with self-consciousness in fresh hair; some girls’ face-planted while others had colourful tattoos applied on their bodies.
With different paths but the same destiny – united as one, linked by sound and driven by energy – folks looked happy, and the togetherness of the dance floor ignited their sense of imagination.
With the sound level between 58db and 93db, the fun seekers bounced to mixes of various DJs who took turns to wow them. They were dazzled by a spectacular show that combines cutting-edge technology, mind-blowing special effects, captivating live acts, and a meticulously designed scenography that left most breathless, craving for more.
Curated by Oracle Experience and refreshed by Desperadoes, Goldberg Black and Legend Twist, the Roadblock Party is an opportunity to give the youth, especially Gen Z an unforgettable experience during the Easter season. The party aims to go beyond mere entertainment, striving to uplift human consciousness and foster collective engagement to create a better and more joyful world.
Hosted by Do2dtun and Jimmie, performing artists included Tolani Baj, DJ Bio Sky, DJ Bootylicious, DJ Consequence, DJ Kaywise, Dope Caesar, Maze X MXtreme, and Emmadrums among others.
Mfon Bassey, Head, Trade Marketing at Nigerian Breweries Plc, said the reason the brands activated the Roadblocks Party was to prove to consumers the power of being consumer centric.
“We wanted to create a meaningful experience for our consumers and it must not necessarily be in a formal club. We have proved that we can create experiences anywhere as you have seen tonight turning an event place like this to a party haven with over 2,000 people on a typical Saturday night. It is only Desperadoes that can do this and this is the power of being consumer centric,” he noted.
Expressing her excitement at the successful debut of Roadblock Party, Aboyowa Ikpobe, Brand Manager, Desperados, said it was a platform designed to birth a new way of partying.
“Desperados has always been about getting loose with high energy and having a good time. This is a brand that believes in a very self-expressive Gen Z and other younger consumers. When the opportunity to partner with Roadblock came up, it was just a perfect fit. We are in for a good time and Desperados, as a brand, stands for that same as Roadblock. So, it was a blend of both identities,” she stated.