Sony Music West Africa partners with Beat FM for “The Beat Brunch”
Sony Music West Africa partnered with The Beat 99.9FM for The Beat Brunch, a high-profile event that celebrated Beat FM’s profound impact on Africa’s music and culture over the past 15 years. Since launching in 2008, The Beat FM has grown organically, becoming a central figure in Africa’s cultural dialogue.
Deji Awokoya, General Manager of The Beat 99.9FM, remarked, “This milestone marks 15 years of dedicated service in delivering entertainment, news, and music, establishing The Beat 99.9FM as a cultural cornerstone of Lagos. The celebration honors our loyal audience and talented team whose support and creativity have driven our success. We look back with pride on our shared moments and eagerly anticipate continuing to innovate and strengthen our community connections.”
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Hosted at the upscale Wings Complex on Ozumba Mbadiwe, Victoria Island, the brunch was a celebration of the community Sony Music West Africa and The Beat 99.9FM has built over the years, attended by industry executives, media personalities, and celebrities such as CKay, Falz, Ajebutter, Kemuel, Skales, Groovy Mono, Kriz Beatz, Deena Adé, LIAHM, and more.
The Beat 99.9 FM has nurtured a significant number of media professionals, including TaymiB, Toolz, Douglas Jekan, Osikhena ‘Osi Suave’ Dirisu, Nicole Abebe, Bibi Raii, Tosan Wilts, etc. Some of the above-mentioned personalities were also present at the brunch.
The entertainment was equally remarkable with Ayo Maff kicking things off with high-energy performances of his hits Dealer and Are You There, while Morravey took to the stage to tease her new track, IFENEME, which was met with enthusiasm from the audience.
Hitmaker Oxlade also delivered a standout set that featured singles from his album Oxlade From Africa, alongside his chart-topping hit KU LO SA.
The energy in the room was on a consistent high buzz, thanks in no small part to DJ sets from the ever popular and tremendously talented DJ Obi, DJ NTY, and DJ DayZee who kept the vibe going strong. Meanwhile, the food and drinks flowed copiously, ensuring that the celebration felt as indulgent as it was spirited.
The Beat 99.9FM has always been driven by a vision to innovate and engage with its audience in meaningful ways.
The Programmes Director of The Beat 99.9FM, Osikhena ‘Osi Suave’ Dirisu discussed this forward-looking approach, “Our focus is on evolving with the music and entertainment industry while staying true to our 15-year legacy. We’ll continue building strong connections with our listeners through community-based initiatives, exclusive fan experiences, and interactive events. Our goal is to deepen that relationship through both live and virtual events that celebrate culture — like Beat Brunch, fan hangouts, and partnerships with major artists and brands.”
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Sony Music West Africa’s partnership with The Beat 99.9FM for this event was a perfect alignment that buttressed their shared vision of pushing the boundaries of Nigerian music and entertainment.
General Manager of Sony Music West Africa, Oluwaseun “Banko” Lloyd affirmed this, “Our collaboration with Beat FM for the brunch reflects our commitment to cultural relevance. We’re not just here to observe the culture; we’re here to contribute to its growth, provide a platform for new voices, and inspire innovation within the industry. It’s through initiatives like this that we create spaces for the next generation of African artists to connect, collaborate, and flourish in a sustainable way. Our goal has always been to nurture talent from the grassroots while building bridges between African music and the global market. This collaboration is one of many steps toward fulfilling that mission.”
It was a celebration of Beat FM’s 15-year run but more, of the thriving cultural ecosystem that both entities continue to support.
It’s a sentiment that Omolola Ige, Marketing Manager of Sony Music West Africa echoes: “Building strategic partnerships is crucial for Sony Music West Africa to deepen its roots in the Nigerian music scene. It allows us to tap into local expertise, develop artists, increase market penetration, and ensure cultural relevance. By nurturing these relationships, we can drive long-term growth, artist success, and contribute to the industry’s expansion.”
For many who attended, it was definitely a day to remember, and for those who didn’t, well, we’ll just say: make sure you don’t miss the next one.
See photos from the Beat FM and Sony Music industry brunch below:
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