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A Legendary Christmas: Nigerian Breweries launches nationwide festive campaign with star-studded event

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Nigerian Breweries Plc has launched its 2025 festive campaign, “A Legendary Christmas,” promising one of the country’s largest holiday rollouts ahead of the Detty December season.

The company announced the programme at an exclusive media cocktail in Lagos, attended by celebrities including Kunle Remi, Lanre Da Silva, Tacha Akide, Sheggz, Kaffy Dance and Stan Nze.

The event, held at Nomaada Lagos on Victoria Island, signalled the start of a nationwide calendar of concerts, street light-ups and cultural events sponsored by the brewer’s portfolio of brands.

Why it matters

Detty December has grown into a ₦100bn cultural and economic force, drawing tourists, boosting nightlife economies and influencing local creative industries.

Nigerian Breweries — a key sponsor of concerts, festivals and nightlife events — says its expanded campaign aims to “power shared experiences” across states.

Star-powered launch sets tone for December

The company is rolling out what it calls one of Nigeria’s largest synchronized festive lighting projects, spanning:

6 cities

7 landmark locations

13km of illuminated road networks

Seven brands — Maltina, Amstel Malta, Heineken, Desperados, Life, Goldberg and Legend — will host events ranging from family outings to nightlife showcases and regional Beer Villages.

Corporate reaction

Sarah Agha, Marketing Director at Nigerian Breweries, said the campaign reflects the evolution of Nigeria’s holiday culture.

“Every December, Nigeria transforms into something extraordinary,” she said.

“What began as a local celebration has become a global cultural export. This year, we are leading the charge by creating experiences that capture the joy, creativity and togetherness of the season.”

She added that each brand will deliver “its own flavour of celebration” across the country.

Public perspective

Guests at the launch previewed selected events and described the atmosphere as “optimistic” and “energetic”.

Several attendees told NigeriaUpdates that the lights, concerts and Beer Villages “could help boost morale” during a challenging economic year.

What’s next

The company will release a full schedule covering concerts, Christmas light-ups, family activities and nightlife events throughout December.

A guide to all Nigerian Breweries Christmas events is available on its website.

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Veteran Nollywood Actor Kola Oyewo Dies at 80 as Tributes Pour In

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Veteran Nigerian actor and theatre scholar Kola Oyewo has died at the age of 80, according to announcements shared by colleagues in the entertainment industry.

The news of his passing was made public on Friday by fellow actor Kunle Afod, who paid tribute to the late actor in a post on Instagram. Afod described Oyewo as a legendary figure whose contributions to Nigerian theatre and film would continue to inspire future generations.

“Tonight, we lost a true legend. Kola Oyewo has taken his final bow,” Afod wrote.

“His remarkable talent, timeless performances, and immense contributions to the Nigerian theatre and film industry will never be forgotten. His legacy will continue to inspire generations to come. Rest well, sir. Your work lives on.”

No official cause of death has been announced by the family or authorities as of the time of publication.

Why Kola Oyewo Matters

For more than six decades, Oyewo was one of the most respected figures in Nigerian theatre, film, and academia.

Born on March 27, 1946, he began his acting career in 1964 with the Oyin Adejobi Theatre Group before becoming a prominent figure in Yoruba theatre and Nollywood. He was widely celebrated for his portrayal of Odewale in the classic stage production The Gods Are Not to Blame, written by renowned playwright Ola Rotimi.

Throughout his career, he appeared in acclaimed productions including Saworoide, Sango, Koseegbe, and Super Story, helping shape Nigeria’s modern theatre and film landscape.

Legacy Beyond Nollywood

Beyond acting, Oyewo built an influential academic career.

He earned a doctorate in Drama and lectured at institutions including Obafemi Awolowo University, Redeemer’s University, and Elizade University, where he mentored generations of actors, playwrights, and scholars.

His dual role as performer and educator earned him widespread respect across Nigeria’s creative and academic communities.

Industry Reactions

News of Oyewo’s death triggered an outpouring of tributes from actors, filmmakers, students, and theatre practitioners who praised his commitment to storytelling and cultural preservation.

Many described him as a bridge between traditional Yoruba theatre and contemporary Nollywood, noting that his influence extended far beyond the screen.

Recent Health Challenges

In recent months, Oyewo had spoken publicly about health challenges that affected his ability to take on acting roles. During a visit by Kunle Afod earlier this year, the veteran actor discussed his recovery from prostate-related health issues and other age-related medical concerns.

However, there has been no official confirmation linking those health conditions to his death.

What Happens Next?

Family members are yet to release funeral arrangements or further details regarding his passing.

As tributes continue to pour in, many in Nigeria’s entertainment industry say Oyewo’s legacy will live on through his performances, scholarship, and decades of mentorship.

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AFRIMA Unveils Seven Emerging African Artistes as Future Music Stars

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The All Africa Music Awards (AFRIMA), in partnership with the African Union Commission (AUC), has unveiled seven emerging artistes identified as potential future stars of African music.

The musicians—Ellacentric, Black Astro, Yamayeh Vibez, Mayowa Afolabi, DELLFIRE, El Nayaan and Blinkz Baba—were officially introduced as the latest “AFRIMA Diamonds” during the AFRIMA Diamond Party and Prize Presentation held at Voyage Lagos on 3 June.

The initiative forms part of AFRIMA’s Talent Discovery and Promotion Programme, designed to identify, mentor and promote promising musicians from across the continent.

Why It Matters

Africa’s music industry has become one of the continent’s fastest-growing creative sectors, generating international recognition and creating economic opportunities for millions of young people.

With Afrobeats, Amapiano and other African genres gaining global popularity, industry stakeholders increasingly view talent development programmes as critical to sustaining growth and maintaining Africa’s influence in the global music market.

AFRIMA says its Diamonds programme is aimed at ensuring the next generation of African artistes receives the exposure, mentorship and industry support needed to compete internationally.

AFRIMA Predicts Bright Future for Selected Artistes

Speaking at the event, AFRIMA President and Executive Producer, Mike Dada, said the selected artistes had demonstrated exceptional promise during a continent-wide talent search.

“You are not here by accident. You were chosen because we saw something special in you. We saw talent, passion, discipline and the potential to become stars not just in your countries, but across Africa and the world.”

Addressing the young artistes before an audience of entertainment executives, influencers and industry leaders, Dada challenged them to maximise the opportunity provided by the platform.

“I am challenging you today to go out and dominate the music space in the next two to three years. The opportunity is here. The platform is here. The spotlight is on you. The next move belongs to you.”

He added that AFRIMA’s role extends beyond celebrating established stars, arguing that investment in young creative talents can contribute significantly to economic development across Africa.

“The world is moving towards a content creation economy. Content is the new currency. Young people are creating value every day through music, digital media, fashion and entertainment.”

“Our culture is our competitive advantage. The question is how we can leverage it for economic benefit, job creation and sustainable development. That is the direction AFRIMA is focused on, and we will continue to invest in initiatives that empower young Africans through creativity.”

Rigorous Selection Process

According to organisers, the seven artistes emerged from a competitive talent search that attracted entries from aspiring musicians across Africa.

Following assessments by AFRIMA’s International Jury, the selected performers were introduced to audiences through appearances at the AFRIMA Music Village during the ninth AFRIMA Awards before receiving official recognition as AFRIMA Diamonds.

During the Lagos event, the artistes performed before invited guests, industry executives and entertainment professionals, showcasing the talent that secured their selection.

Artistes Describe Opportunity as Career-Changing

Several of the newly unveiled artistes described the programme as a major milestone in their careers.

Black Astro said the initiative had opened doors previously beyond reach.

“This opportunity has changed everything for me. AFRIMA has given us visibility, confidence and access to people who can help shape our future. We are ready to show the world what we can do.”

Mayowa Afolabi described the recognition as a significant breakthrough.

“Being named an AFRIMA Diamond is a dream come true. This platform has given us an opportunity that many young artistes spend years searching for.”

Ellacentric also expressed appreciation for the programme, saying the experience demonstrated that persistence and hard work can eventually yield results.

Mentorship, Training and Industry Support

As part of their rewards package, the seven artistes will participate in the Showbiz 101 Workshop and Music Creation Camp organised by bridgeAFRIC.

The programme is expected to provide mentorship opportunities and collaborative sessions with established African producers, songwriters and performers.

Bolaji Onisiwo, speaking on behalf of New Media Technologies Nigeria, the national distributor of SE Electronics, encouraged the artistes to make effective use of the resources provided.

“You have been identified as some of Africa’s brightest emerging talents. With that comes the responsibility to keep learning, improving and representing the continent positively through your music.”

“These are not just gifts but investments, and how you use them will determine how far your careers can go.”

Industry Figures Attend Lagos Event

The event attracted several notable figures from Africa’s creative industry, including media personality Do2dtun Energy Gahd, AFRIMA Head of International Jury Olisa Adibua, Equally Diverse Solutions Principal Consultant Bolaji Durojaiye, Voyage Lagos CEO Nader Issa, UK rapper SneaKBO, Murphy Ben International’s Mark Redgard and DNMT CEO Michael Igbelabo.

Their presence highlighted growing industry support for talent development initiatives aimed at strengthening Africa’s entertainment ecosystem.

What Happens Next?

With the official launch completed, attention now turns to how the seven AFRIMA Diamonds will translate industry backing into successful careers.

The selected artistes will undergo mentorship, training and collaborative projects designed to prepare them for broader exposure across African and international markets.

For AFRIMA, the programme represents part of a broader effort to ensure the continent’s music industry continues producing globally competitive talent.

Whether the seven Diamonds become household names remains to be seen, but organisers believe Africa may have already witnessed the emergence of its next generation of music stars.

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AFRIMA to Celebrate Emerging African Music Talents at Lagos Diamond Party

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The organisers of the All Africa Music Awards (AFRIMA), in partnership with the African Union Commission (AUC), have announced plans to celebrate seven emerging African artistes at the AFRIMA Diamond Party and Prize Presentation in Lagos next month.

The event, scheduled for 3 June 2026 at Voyage Lagos, is part of AFRIMA’s wider effort to develop young music talent and strengthen Africa’s growing creative economy.

The selected artistes — Ellacentric, Black Astro, Yamayeh Vibez, Mayowa Afolabi, DELLFIRE, El Nayaan and Blinkz Baba — were chosen through the AFRIMA Talent Discovery and Promotion Initiative, a programme designed to identify and support the next generation of African music stars.

Organisers say the initiative goes beyond awards recognition and focuses on long-term career development for emerging creatives across the continent.

Why the event matters

Africa’s music industry has experienced rapid international growth in recent years, driven by the global rise of Afrobeats and increased streaming consumption of African music.

Industry analysts say talent development programmes such as AFRIMA’s could help more young artistes gain access to funding, mentorship and international exposure in an increasingly competitive entertainment market.

The seven artistes selected for the Diamond Party previously performed at the AFRIMA Music Village during the 9th AFRIMA Awards in Lagos, where organisers say they were introduced to more than 10,000 live attendees and millions of viewers through broadcast and digital platforms.

Speaking ahead of the event, AFRIMA International Jury member for Northern Africa, Marwane Fachane, said the organisation was committed to creating sustainable opportunities for emerging creatives.

“AFRIMA is not only focused on rewarding excellence in African music; we are equally committed to creating structures and opportunities that support the future of the industry,” he said.

Fachane added that the initiative aims to connect young artistes with producers, record label executives, promoters and broadcasters capable of helping to grow their careers internationally.

“The objective is to ensure that African creatives are not only discovered, but also properly supported to thrive within the global music ecosystem,” he added.

Industry partnerships and talent support

As part of the programme, the selected artistes will also participate in the Showbiz 101 Workshop and Music Creation Camp organised by bridgeAFRIC in Lagos between 23 and 30 June 2026.

The camp is expected to feature collaborations with leading African music producers and artistes including Masterkraft, Qing Madi, Makhadzi, Tamsir and Phina.

Victoria Nkong, President of bridgeAFRIC, described the initiative as an investment in Africa’s creative future.

“The AFRIMA Diamonds have already shown remarkable promise, and through the Showbiz 101 Workshop & Music Creation Camp, we want to help sharpen their artistry and deepen their understanding of the music business,” she said.

She also praised AFRIMA for supporting sustainable talent development across Africa.

“AFRIMA continues to demonstrate leadership in building a stronger African creative ecosystem,” Nkong added.

The Diamond Party is being organised in partnership with SE Electronics and Voyage Lagos.

SE Electronics is expected to provide professional music and audio equipment to selected artistes, while Voyage Lagos will support hospitality arrangements for the event.

Bolaji Onisiwo of New Media Technologies Nigeria, the national distributor for SE Electronics, said supporting young African creatives was important for the long-term growth of the industry.

“This partnership with AFRIMA is essential to strengthening Africa’s creative ecosystem and empowering young talents with the resources needed for sustainable growth,” he said.

High-profile guests expected

Several leading entertainment personalities are expected to attend the event, including rapper Ladipoe, singer Qing Madi, media personality Olisa Adibua, radio host Dotun “Energy Gahd”, creative director Alex Okeke and influencer Enioluwa.

Music executives, entertainment entrepreneurs and cultural stakeholders from across Africa are also expected to participate.

AFRIMA’s wider influence

AFRIMA remains one of Africa’s biggest music awards platforms, broadcasting its events to audiences in more than 85 countries.

Beyond music recognition, the awards platform has increasingly positioned itself as a driver of youth empowerment, cultural promotion and creative industry development across the continent.

Observers say initiatives such as the Diamond Party reflect growing efforts within Africa’s entertainment sector to create more structured support systems for young talent amid rising global demand for African music and culture.

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