Unlimited music, friendship experience at ‘City of Friends’ gig


It is said that few chores go together, like drinking beer and listening to music. In recent time, some festivals — music, cultural and even street jamz — are incomplete without the ‘flow’ of beer.

With the decline in growth recorded in the beer industry recent time, every brand in the sector deplores result-oriented approach with good taste that could win the hearts of consumers, to get the most memorable activation for their brands.

This combination, brand pundits say is so universal; little wonder brewers and beer brands like to have their beverages associated with their customers’ favourite bands and artistes. Some even brewed their beers with the style and artistry of these musicians in mind.

Lover of Naija sounds and consumers as well as non-consumers alike of leading beer brand, 33″ Export Lager, a product from Nigerian Breweries Plc., indeed, attested to the above submission as the brand treated music buffs, especially youths to three days of non-stop party at its ‘City of Friends’, which it created in celebration for this year’s World Friendship Day.

The 72-hour gig, the first of its kind friendship experience, attracted both friends and customers of the beer brand including celebrities such as Timi Dakolo, A’rese Emokpae, Wale Ojo, Adebola Williams, and many others who trooped to the Beachfront behind Landmark Centre, Oniru, Lagos to celebrate with their friends.

Speaking at the event, the Portfolio Manager, Mainstream Lager and Stout, Nigerian Breweries Plc, Emmanuel Agu, said: “The City of Friends is a unique friendship experience, powered by “33” Export to encourage friends to set aside July 30 of every year to celebrate with their friends in an atmosphere of fun, games, and music.

“33” Export Lager Beer is a premium beer brand committed to the values of friendship. With its crisp and refreshing taste, “33” Export is brewed with friends in mind. So, we are here to celebrate the essence and values of real friendship,” he added.

Agu noted that the World Friendship Day was set aside by the United Nations to promote the role of friendship in fostering peace in many cultures across the world. “This is why “33” Export Lager Beer, leveraged the occasion to bring alive its brand essence and unite friends, promote solidarity, mutual understanding, and reconciliation amongst its consumers and friends,” he stated.

With the deafening speakers placed at strategic points on and beside the stage that was decorated with bottles of the beer brand, visitors to the ‘city’ had a great time, as they were thrilled to live musical performances from some upcoming and established artistes.

Top acts including the legendary Femi Kuti, 2Face Idibia, 9ice, Orezi, Flavour, MI, Cynthia Morgan, Seyi Shay, Ycee, Small Doctor, DJs Neptune and Lambo among others took turns to entertained friends, lovers and consumers of the brand, while Tinsel star, Gideon Okeke played host and hype man for the event.

While some seized the opportunity to savour the unadulterated gentle cool breeze that came with the wave of the ocean with their dates, others, particularly the dudes played the snooker game, even as their side chics cheer them to victory. Also there were game shows with raffle draws that saw guests win various gift items courtesy of the brand.

It’s undeniable that the overwhelming love for music, and all that implies, is what make people attend gigs. For fun lovers at the event, the three-day gig lived to its hype. Hence, they commended the beer brand for the initiative, saying that other than entertainment, the initiative impacted positively on their relationship during the period.

A female guest, who simply gave her name as Jennifer, the show was worth the hype, adding, “it was indeed a swell weekend for me. The music, the game and the gentle cool breeze from the waves of the ocean were soothing. The artistes, 2face Idibia, Femi Kuti, 9ice, Seyi Shey, and Flavour all made the show thrilling for me. I didn’t want miss any part, reason I have been attending with my friends since Friday,” she said.

Commending the brand for the initiative, Olamide attributed the success of the show to emphasis place on celebrating friendship. He noted that apart from the entertainment, the gig created ambience for the celebration and true friendship experience.

“I am very happy that we now a brand that truly understand what friendship is all about, and its making conscious efforts to help both its consumers and non consumers sustain the friendship experience. I look forward to next edition in 2018, and hope it would be better than this maiden edition.”

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