• Sunday, April 14, 2024
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BusinessDay

Hero builds ecosystem for rising artistes to grow Nigeria’s music industry

IBPLC builds ecosystem for rising artistes to grow Nigeria’s music industry

Hero, a product of International Breweries Plc (IBPLC) has handpicked some upcoming musical artistes from the Southeast and South-south regions who will be given funding and mentorship.

They include Ife, Kolaboy, Ikpa Udo, Zani, Sparkle Tee, Kodo Pearl, Dandizzy, and Ifex G. Others include producers from the region such as Kezyklef, Bammy Aje, Skitter Drop Tha Beat, and Major Bangz.

Speaking at the launch in Lagos recently, Temitope Oguntokun, the director of Legal and Corporate Affairs of International Breweries Plc, said the world’s largest brewer, through the Hero Lager brand, launched a new initiative that will not only benefit the artistes, but also create a platform for them to showcase their talents.

She said the ‘People’s Hero Initiative’ will also create funding, mentorship, and an ecosystem that would give fast-rising artistes the much-needed platform to navigate the daunting journey to acceptance and recognition in the music industry.

“It will create a ripple effect that will transform the growth of the entire creative industry by building a network that new entrants can leverage to showcase their talents, network with industry professionals, and access resources that will help them grow their careers,” she added.

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On his part, Bamise Oyegbami, marketing director of International Breweries Plc, said the initiative is aimed at recognising the worth of the artistes.

“We often focus on the results and only show support to those who are already established. We are doing something different through the People’s Hero Initiative to stand firmly behind creatives who are still on their journey to earning the acknowledgment and recognition they deserve,” Oyegbami said.

Dubem Orji, marketing manager of Hero Lager, said the brand believes that every hard-working Nigerian deserves to the recognised and rewarded for their effort.

“We are focusing on the music industry which is currently the biggest creative expression in Nigeria because we see many artistes struggle to get ahead even though they possess undeniable talent. Hero Lager sees the worth in these promising music talents and that’s why we are going to great lengths to support them with strategic partnerships and collaborations aside from funding and mentoring,” Orji said.

The ‘People’s Hero Initiative is an offshoot of Hero Lager’s Uru Dia campaign, which aims to foster the development of an ecosystem that artistes can leverage to receive support in the form of funding, airplay, and distribution of their work.