Music  

With legend, real deal for musicians

By Florence Utor

19 June 2016   |   1:20 am

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Last year, premium brand, Legend Extra Stout kicked off its Real Deal Experience. The campaign was a continuation of its Real Deal Promo that seeks to strengthen relationships ...

Kaycee in a performance

Last year, premium brand, Legend Extra Stout kicked off its Real Deal Experience. The campaign was a continuation of its Real Deal Promo that seeks to strengthen relationships between the brand and consumers, by bringing their favourite beer close to home.

In the same vein, the Legend Real Deal Experience brings music stars to grassroots areas where the people further celebrate them. About 11 cities are toured, where prominent music artistes thrill locales all night long.

Since inception, the concert has become a stable in the music calendar of locales, who look forward to welcoming their legends home. Each concert is greeted with fanfare and frenzy.

Music fans in the region are treated to a night of undiluted and eclectic performances from their own true legends, while aspiring entertainers also have the opportunity to rub shoulders with their role models.

Apart from the entertainment it provides, the Legend Real Deal Experience also boosts commercial activities of the community. Also the cultural import of the concert cannot be overlooked. In a country where big music concerts are often limited to highbrow cities, the rural areas hardly showcase their peculiarities to a wider audience. Therefore, such music platforms provide the host community an opportunity to display their cultural relics as well as enjoy the spotlight beamed on them. From their clothing to food, they proudly sample these elements that makes them distinct.

Furthermore, the artistes whose busy schedules hardly give them time to touch base with their loyal fans in rural areas are nostalgic to visit such regions, as it creates an avenue for them to bond with their fans.

Like the previous edition, this year is packed with more thrilling performances from music superstars. Already, the double Wahala crooner, Oritsefemi, has visited Okokomaiko where he is greatly revered as a ‘bona fide king’.

KCee also brought his blings and niceties to Ekwulobia Township Stadium in Onitsha, Anambra state. In his usual tradition, he left the fans begging for more, taking them on a rollercoaster ride of his popular hits.

Egberi Papa 1 of Bayelsa, Timaya, took over the Joseph Yobo mini stadium in Port Harcourt, Rivers State, as he gave teeming fans a feisty performance dishing out some of his greatest hits.

Just last week, 9ice gave fans in Ibadan the time of their lives as he delivered an outstanding performance with some of his biggest classics, like Gongo Aso, Street credibility, Gbamu-Gbamu, Party rider, and many more hits.

However, the Real Deal Experience is more than just providing music to locales. Before each concert, series of in-bar events are held in the community. The event is a platform for the premium beer from the stable of Nigerian Breweries Plc, to educate locales on the health benefits of the finely brewed beer. Legend as the name indicates has a long lasting foam head that is unrivalled. Its distinctive bitter taste adds to the uniqueness of the beer as not only good for social gatherings but also good for good health.

There’s also a game shows, Taste, Tell and Win Promo where lucky consumers are rewarded with fantastic prizes such as generators, television sets, recharge cards and more. Perhaps, the main attraction of the concert is the huge rotating bar that leaves the crowd ecstatic. The novelty concept is eye-catchy and the crowd cannot help but revel in the ninth world wonder of Legend.

Speaking on the uniqueness of the concept, brand manager Legend, Oluseun Lawal said, “The Real Deal Experience is our unique way of engaging our consumers. It is all about giving them entertainment in the most unique way with all elements of originality. We want the locales to have a feel of the superstar life, that’s why we bring the industry heavyweights down to these regions, so that they will know they are real, they can satisfy their curiosity by seeing them face-to-face.”

He continued: “Also, it is about showcasing our culture through music. Most of these artistes are engulfed in their city lives. Why not bring them home where they are true legends of the people.”

The Real Deal Experience will tour eight more cities in the next three months with superstars headlining the event.