Orijin, the premier alcoholic blend of African herbs and fruits, celebrated its first-year partnership with Felabration at Freedom Park, Lagos Island, from October 9-15, 2023. The event, themed “Question Jam Answer,” harmoniously blended excellence and cultural celebration in honor of Fela Anikulapo Kuti, founder of Afrobeat music genre.
Orijin, inspired by the transformative power of African roots, seamlessly found its symphony in the partnership with Felabration. The African roots behind Afrobeat music created by Fela Anikulapo ‘Baba70’ have been a wellspring of inspiration for countless talents, leading to the rise of superstars who have taken Afrobeat to the global stage, earning prestigious awards like the Grammys, BET Awards, and numerous other international accolades. Icons such as Burna Boy, Wizkid, Davido, and many more vividly demonstrate the transformative and inspirational impacts drawn from the African way of life. These and more were celebrated in a uniquely orijinal way at the week-long series of events.
Throughout the week, Freedom Park resonated with creativity and self-expression providing a platform for live music performances, spanning a spectrum of genres from jazz to reggae, highlife, and electrifying cover renditions of Fela Kuti’s Afrobeat classics. The unique blend celebrated the African roots that continue to inspire the world.
Orijin orchestrated a symphony of flavour as guests savoured Orijin cocktails. Over 90 distinguished artists from different continents took the stage. The line-up included; Dede Mabiaku, Fela Anikulapo’s protégé, the UK-based Ezra Collective, the versatile Greek-born scientist and musician Salvador Sango, and legendary Jamaican acts. The event reached its climax when Sir Shina Peters, the Afro-juju crooner, added his flair with a high-energy performance, joining a diverse assembly of local and international talents.
Uche Onwudiwe, marketing manager, Mainstream Spirits & RTS, Guinness Nigeria, said, “Orijin’s partnership with Felabration is a testament to the inspirational power of African roots and creativity. It reflects our dedication to nurturing culture, talent, and the deep-rooted heritage of the now-winning African entertainment industry.”
In the spirit of celebration, Orijin offered incentives that seamlessly blended with the occasion. Attendees who purchased Orijin products had the opportunity to win exciting prizes, including home appliances like chest freezers and a diverse array of food items. This added an extra layer of excitement to an already electrifying event.
The Freedom Park edition of Felabration, themed “Question Jam Answer,” captured the enduring legacy of Fela Anikulapo Kuti, uniting cultural heritage with a resonant celebration. Orijin, inspired by the African roots that drive the global influence of Afrobeat, took center stage, offering a narrative that complements the rhythms of the event.