Chelsea’s Spirit of Naija promotes music, dance, lifestyle

Contemporary fashion, dance and lifestyle were displayed across several Nigerian cities as the “Spirit of Naija” came alive for over three months.

The fiesta had all the trappings of pomp and ceremony as youths of diverse backgrounds showcased their talents in the different locations.

According to the brains behind the entertainment fiesta created by Intercontinental Distillers Limited for its Chelsea London Dry Gin brand, the initiative tagged: “The Spirit of Naija Unleashed,” was organised to promote arts, culture and lifestyle, especially among youth, and to develop a platform for them to recreate and bond.

The connection to the youths was informed by social concern to actively engage young Nigerians, who would not just embrace the Chelsea brand, but also have cultural and lifestyle fulfillment.

As such, several talents, especially in dance and music, were discovered in the different cities across Nigeria. There were also prizes and gifts for participants.

The marketing company behind the fiesta, Iso-Black Concepts Limited, said the event was conceived to address a gap in Nigeria’s social sphere.

The company’s Managing Director, Mr. Igho Okor, also said that although the entertainment event targeted all Nigerian age groups, youth had special focus because they are a strong component of Nigeria’s demographics.

He added that, “It is important to state that not all company programmes have profit motives. This idea was conceived partly to address social issues including restiveness and lack of opportunities among the youth. When we organise events like this, their minds are taken off crime and they are able to unleash their energy positively.”