Music, often considered a unifier, bridges the gap between people and culture. Understanding this, the popular lager beer in Southeast of Nigeria, Hero, recently created a unifying musical experience with the album, Worthy, a 12-track work, which captures the rich Southeast and South-South cultural heritage.

As part of its Uru Dia (the real worth within) campaign, which it launched earlier this year, the brand has continued to promote and recognise unsung heroes. With Worthy, it has deepened the trajectory between old and new artistes in Nigerian music industry.

With features from Paul Okoye, aka Rudeboy; DanDizzy, Acetune and the brand’s ambassadors, Jeriq and Kolaboy, among other talents, the album brings to the fore, indigenous elements that shape sounds from the zones.

The album has imprints of talented producers such as, MajorBangz, who produced Wait, Sure Banker, Awawa and 5& 6; Skitter, who produced Hit, Sogbulemma, UruDia and Worthy, while Sure odd, Chop Chop and Kosa were produced by Barmy Aje and Osimiri was produced by KezyKlef.

Curated by ace rapper, Tobechukwu Melvin-Ejiofor, popularly known as Illbliss, who has always wanted to pay homage to his roots, Worthy promises to be an immersive transcultural musical experience.

“I always wished to take it back to my home soil,” Illblis said, while revealing the album’s intention to draw from indigenous musical traditions, particularly, those of Southeast region.