Activities leading to the much-anticipated music and arts festival
scheduled to commence at Agege Stadium on December 23rd, 2022 have
commenced in earnest with the organizers of Afro And The Beats unveiling
their major partners.

According to the organizers, these partners, which include Goldberg,
Desperado and Zagg from the stable of Nigerian Breweries Plc, are
considered to foot the bill for the much anticipated music and arts
festival in Nigeria.

Afro And The Beats, a youth-based festival platform designed to positively
engage the teeming Nigerian youths is geared to thrill afrofellers in music
and arts, while offering brands the same platform to interact, engage and
sample youthful consumers.

On August 25th, 2022, Worldometer announced that Nigeria’s population stood
at 217, 079, 601, with the youths accounting for 70 percent. This number is
humongous. This is what Afro And The Beats offers brands that would plug in
and leverage the festival.

The organizers have said that the festival is targeting 200, 000 consumers
in the multi-venue event scheduled to come on stream in December 2022.

According to the Creative Director of the festival, Ororo Pattaya, the
choice of partners is not far-fetched because “the platform is one that
keeps culture going and energizes the youthful population.”

“Zagg is an unconventional energy malt drink brewed to perfection,” he
said, adding that “it’s an experience infused with energy bursts to
energize every individual that chooses to be dynamic, non-conforming and
unbound by rules, just like Zagg,” Ororo added.

On Desperado, Ororo said “The beer with a kick of Tequila flavour
represents the life of the festival. Its attributes compliment the upwardly
mobile youths who never settle for less.”

“Goldberg truly fits the bill and its partnership with Afro and The Beats
is distinct. The beer brand has a specific message of courage, hard work,
humility and respect, which is the concept of ‘Omoluabi.’ These attributes
can also be identified with Nigerian youths.

“Peak Yogurt, as a supporting brand, would be nourishing consumers at the
festival venues. The decision to join the train cannot be overemphasized as
the leading yogurt brand in Nigeria always usually seeks platforms like
Afro And The Beats to give back to Nigerians and refresh them just like
Afro And The Beats Festival refreshes African arts and music for the world
to enjoy.

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