Life Continental Lager Beer, a beverage in the staple of Nigeria Breweries Plc, has announced a N10 million prize money to support the growth of high-life music and Igbo traditional dance.
The beer brand will be splashing the prize money through its “Rhythm of Progress Competition’’, designed to showcase up-coming high-life music, dancing and Igbo cultural talents.
Mr Chidi Egwu, the Brand Manager of Life Beer, said this while speaking with newsmen at the end of the competition’s talents selection in Enugu on Thursday.
He commended the participants in Enugu state for displaying very high talent in singing and dancing.
The manager, who expressed regret that hip-hop music was taking over the traditional music industry, said that the company created the platform to preserve and project high-life and Igbo culture to the world.
He said that the brand gave the overall winner of the high-life talent competition N2 million in 2017 and N3 million in 2018 in the two previous editions of the competition
He said that the overall winner of the third edition would smile home with N5 million, while the first and second runners up would receive N3 million and N2 million, respectively.
Egwu further said that the selection for the competition would be held in the seven states.
He said that while Port Harcourt would host the quarter finals, Enugu and Onitsha (Anambra) would host the semi-finals and grand-finale.
He said: “This competition’s selection is one of the best outings we have had in Enugu. We have seen very promising high-life music talents here in Enugu.
“The crowd was enormous even though rain tried to disrupt it. Our plan is to boost our customer base and showcase the high-life musicians and cultural dancers in Igbo land.
“Generally, we are trying to preserve our culture and present it to the world in a very reasonable and engaging way.
“So, for us, we want people not to feel ashamed of their culture. Hip-Hop is not our culture and we need to project our own culture which is high-life music.
“We are not only giving them prize money but we provide them with platform to showcase all their activities to the world.’’
Mr Kenneth Ndubisi, Leader of Ofu Obi Cultural Troupe, who emerged the winner of the cultural dance in Enugu, thanked God for endowing them with the talent.
Ndubuisi also thanked Life Larger Beer for promoting dancers and high-life talents in Igboland.
Also, Mr Cyprian Igwe, the first winner in the high-life category in Enugu state selection, attributed his victory to God’s grace.
Igwe said, “I can see myself becoming the overall winner”.
The second winner of high-life music selection, Mr Okafor Chukwudi, thanked God who, he said, made it possible for him to participate and showcase his talent.
News Agency of Nigeria reports that contestants, who lost out in the selection competition, smiled home with consolation prize money, ranging from N20,000 to N50,000