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T-Pain party Lagos hard at Heineken ‘Live Your Music’, as Omenai wins customised design

By Daniel Anazia
05 November 2016   |   4:15 am
It has been established that the global fashion industry is worth an astounding three trillion dollars, and accounts for over two per cent of the world’s Gross Domestic Product.
Brand Manager Heineken, Obabiyi Fagade; Marketing Director NB Plc, Franco Maria Maggi; American R&B singer, T-Pain; Senior Brand Manager Heineken, Ngozi Nkwoji, and Mark Rutten, Finance Director, NB Plc

Brand Manager Heineken, Obabiyi Fagade; Marketing Director NB Plc, Franco Maria Maggi; American R&B singer, T-Pain; Senior Brand Manager Heineken, Ngozi Nkwoji, and Mark Rutten, Finance Director, NB Plc

It has been established that the global fashion industry is worth an astounding three trillion dollars, and accounts for over two per cent of the world’s Gross Domestic Product. Though it has often been overlooked, it has stood the test of time, created employment opportunities and generated revenue for both government and citizens.

Still in its development stage, the Nigeria fashion industry according to statistics, contribute about 0.48 per cent (N380 billion) of the nation’s GDP. While there are many unsung talents within this industry, who are brilliantly fusing commerce and fashion, creating amazing and innovative fashion designs and products, leading the way and making great impact in Africa’s fashion space, by exporting their products/ideas to the world and bringing global recognition to the industry.

In a bid to grow the industry and make it more commercially viable, Heineken last year came on board the Lagos Fashion and Design Week (LFDW) as a sponsor to promote the best of Africa’s fashion. And this year, it also officially sponsored the LFDW, working hand-in-hand with the organisers to grow the platform that has over the years accelerated the growth and development of the fashion industry in Nigeria.

Poised to give the participants and indeed music lovers in Lagos some form of relaxation Heineken fused into the programme music gig tagged ‘Live Your Music’ party, which was announced as the official after-party for HeinekenLFDW 2016.

The show delivered on its promise of providing the ultimate musical experience for music lovers as the party started in the last hour of October 29 and kept on blazing until the early hours of the morning of October 30.

Bright lights, blasting speakers, thumping feet, excited whistles and united chants were all prominent features of the party hosted by multiple-award winning American singer, T-Pain. One of the interesting parts of the party was the ‘Music Takeover’, an interactive feature that involves a programmed system that proposes two songs for audience to choose from using a wristband.

The crowd went frenzy as they selected between green and red lights on their wristbands to vote the song that eventually played. T-Pain performed some of his hit tracks including ‘Buy You A Drink’ and ‘Panda’, amongst others during his first session.

Dotun of Cool FM, kept the show rolling with his grand mastery of the crowd, and together with the DJs, he took the audience down memory lanes with tracks that have ruled the airwaves over the past decade, churned out to the delight of the crowd hits from artistes like Da’Grin, 2face, 9ice, Eedris Abdulkareem, Awilo Logonba, Remedies, Styl Plus, and Dr. Sid among others.

The grooving got turned up a notch when T-Pain and his crew were challenged to show their dancing skills to Nigerian dance steps including, galala, shoki, and yahoozee. The crowd went frenzy again as the American star hijacked Olamide’s invented ‘Shakiti bobo’ move and started dancing as vigorously and entertainingly as possible.

Another highpoint of the event was when prominent designer, Ejiro Amos Tafiri showcased her customized designs supported by Heineken, on Friday, October 28. The designs were innovative, brilliant and daring as it combined culture allure of the collection leading to increased excitement amongst the audience.

At the end of the showcase, Ivie Omenai was name the lucky winner of a customized design. She won as a result of purchasing a Heineken six-pack at #HeinekenLFDW2016. Omenai, however, wasn’t the only fashion enthusiast to win a customized design during the fashion week as another lucky individual won a customized design by the cerebral designer, Mai Atafo, which was also supported by Heineken. Known for his brilliant collections, Atafo showcased his designs on the third day.

Heineken, as a global brand, sponsored the event as part of its effort to promote Nigeria’s rich creative industry through fashion, boosting fashion-related commerce and push for the global recognition of Nigeria’s fashion industry that has produced a large number of designers with great local and international appeal.

As always, Heineken during this year’s event spotlighted the talents within the fashion industry, reaffirming its continued support for Nigerian entrepreneurs and the creative industry.

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