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Music takeover! Jidenna unveiled as host of ‘Heineken Live Your Music’ parties in Abuja and Lagos


Brand Set To Inspire The World With First African Inspired Fashion Collection

Nigerian-American artiste, Jidenna has been announced and unveiled as host of the 2017 Live Your Music parties set to hold in Abuja and Lagos on October 27 and 28 respectively by international beer brand, Heineken.

Marketing Director, Nigerian Breweries Plc, Franco Maria Maggi, made the announcement at a press cocktail for the Heineken Lagos Fashion and Design Week (HLFDW).The Live Your Music is a global music platform built by Heineken on the collective passion of consumers for experiencing music was a memorable experience last year, hosted by American music star, T-Pain and top Nigeria’s hypeman Do2dtun.

According to Maggi, this year’s edition of the music event promises to be more exciting. “We are excited to have Jidenna host the ultimate music experience — Heineken Live Your Music this year. It’s a global platform that puts the spotlight on music fans as they share their experiences with others,” he said.


The Abuja party will hold on October 27 at Transcorp Hilton Hotel, while the Lagos leg will hold at Eko Atlantic, Victoria Island on October 28. The Lagos party will also serve as the official after party for the Lagos Fashion and Design Week (LFDW) also sponsored by Heineken.
With a roll call of top Nigerian artistes and DJs, lights and special effects as well as the interactive music takeover sessions where attendees get to choose the music that plays, the Heineken Live Your Music party is surely one not to miss.
The international beer brand has announced that it will be supporting the LFDW 2017 as headline sponsor. This year will be the third consecutive year Heineken will be throwing its weight behind the number one fashion showcase in Africa, which brings together the best in the fashion industry across the continent.

Founded by Style House Files, the LFDW leads the way with initiatives that supports, strengthens and develops the fashion industry. Connecting with over 20 million Pan-African insiders, LFDW features runway shows, fashion business series, fashion focus talks, and the #HLFDW after party.

Speaking on the backing of the LFDW, Maggi said sponsorship is Heineken’s way of inspiring its Nigerian and African consumers to break through every border and open their world to perform their craft and skill to the world.

“We are excited to be a part of this unique experience once again as Lagos shows the beauty of African fashion to the world and how Africa will shape fashion’s future. We are even more excited to showcase the first ever Heineken Africa Inspired Fashion Collection at this year’s Lagos Fashion and Design Week, a demonstration of Heineken’s appreciation of African designs and designers, made possible through a collaborative work between the Heineken East Africa team, global Heineken design team as well as the Nigerian team.”


“The same way Heineken has broken borders from its birth place in Amsterdam, Netherlands to 192 countries around the world, is how we see the African fashion industry and its players breaking boundaries to make huge impact around the world. The Lagos Fashion and Design Week is indeed a highly significant platform for Heineken to support African fashion designers to perform their craftsmanship and make their mark in the fashion industry,” he added.

This year’s event will feature exciting four-day line up themed Africa: Shaping Fashion’s Future. Designers set to feature at the event, particularly from the East Africa countries, were selected through a highly competitive ‘Africa Inspired Fashion Challenge’ which motivated the best and most innovative, emerging designers to create a truly Heineken inspired African fashion collection.

The two highly talented winning designers, Lulu Mutuli and Azra Walji, supported by the Global Heineken Design Team and LEW design house have created the Heineken Africa Inspired Fashion collection, a unique brand fashion collection, truly Africa inspired, to be showcased at the Heineken LFDW 2017.

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