By Chinenye Anuforo
Auditions for the 5th edition of Hi-Life Fest where the winner will smile home with N50 million worth of prizes, including recording deals and other mouth-watering offers, have commenced in earnest.
Organised by Life Continental Beer and themed: ‘Turu Ugo Lota’, the auditions, which have already kicked off on April 25, 2023 in Aba, Onitsha, Awka and Enugu, will see winners being taking to Lagos for eight weeks of mentoring by some of the leading acts in the Nigerian music scene, before the grand finale.
Speaking, Senior Brand Manager, Life Beer, Oluyemi Ekundayo, said the competition is aimed at creating a platform to identify and harness highlife talents resident in the southeast of Nigeria.
“Life Continental lager beer has identified music as one of the avenues to promote Igbo culture, and so Hi-Life Fest is designed to ensure that homegrown talents are given the needed motivation to progress in their musical journey. Nigeria is filled with many talents and we have made it our responsibility to provide a platform for these musicians to showcase their skills and represent the rich culture and heritage of the east.”
He added: “Throughout the Hi-Life Fest, the Turu Ugo Lota spirit will be embodied, as contestants draw inspiration from their roots and the vibrant culture of Eastern Nigeria. This will benefit the musicians and help preserve and promote the unique traditions and values of the East. We aim to showcase highlife music talents to the wider public so that they can develop their talents and become highlife music icons like Flavour N’abania and others.”