Port Harcourt recently illuminated the festive season on December 19 with the Life Xmas Concert, an electrifying cultural and music extravaganza held at the renowned Polo Club, GRA. This high-energy event drew together a diverse audience of music enthusiasts, creative professionals, social influencers, and ardent culture lovers, all united in a vibrant celebration of Igbo pride and identity. The concert powerfully reinforced Life Lager’s established position as a brand deeply interwoven with the cultural fabric of Eastern Nigeria.

From the moment the venue’s gates swung open, a surge of eager attendees poured in, driven by a collective sense of cultural belonging and keen anticipation. Living up to its reputation as the “Concert of Concerts,” the event was a vivid demonstration of the ‘Obiagu’ spirit—the profound courage to authentically express one’s identity through various cultural mediums such as music, fashion, language, and community engagement.

The evening’s captivating entertainment was anchored by stellar performances from two prominent Eastern artists, Odumodu Blvck and Jeriq the Hussla, whose music and personal brands deeply embody cultural pride. Odumodu Blvck delivered his characteristic high-octane performance, commanding the stage and electrifying the crowd with his dynamic presence. Jeriq the Hussla followed with a raw, street-inspired set that resonated profoundly with his dedicated fanbase. The energy levels soared even higher with a special appearance by Port Harcourt’s very own Duncan Mighty, whose timeless hits sent the entire audience into a joyous frenzy. Throughout the night, hypemen Jerry Shaffer and Tolu Daniels skillfully maintained the vibrant momentum, ensuring a truly unforgettable experience for all.

Reflecting on the concert’s resounding success, Chima Dim, Senior Brand Manager for Life Lager at Nigerian Breweries Plc, emphasized the brand’s deep connection: “Life Lager has consistently stood as a proud emblem of Igbo identity—rooted in the unparalleled richness and dynamism of our culture. From our unique language and vibrant music to our distinctive food and fashion, we wholeheartedly celebrate pride in every manifestation of who we are. At the very core of this expression lies the ‘Obiagu’—a genuine reflection of quintessential Igbo values and the unwavering courage that defines us. Through the Life Xmas Concert, we are significantly deepening our commitment by curating experiences that not only entertain but also honor our cherished culture, spotlight our immense talents, and foster stronger community bonds.”

Beyond its triumphant stop in Port Harcourt, the Life Xmas Concert series has achieved remarkable success in Abraka and Enugu, attracting enthusiastic audiences eager to immerse themselves in a rich amalgamation of music, culture, and Eastern pride. The accompanying Eastern Machine Tour, spearheaded by Odumodu Blvck and Jeriq the Hussla, delivered raw, deeply immersive performances in both cities, cultivating strong audience engagement and a palpable sense of shared cultural connection. With the tour’s journey far from concluded, Life Lager is set to bring this unique experience to Onitsha on December 30 and Abakaliki on January 3, thereby extending the celebration to an even wider array of communities. Audiences in both upcoming cities are warmly invited to partake in the remaining shows and personally experience the invigorating energy, distinctive sound, and profound pride that have characterized this impactful tour.

The inaugural edition of the Life Xmas Concert is a pivotal component of Nigerian Breweries’ broader Legendary Christmas campaign, an initiative specifically designed to enhance the festive season through a series of memorable experiences across its premium product portfolio. Through this significant endeavor, Life Lager once again reasserts its unwavering dedication to celebrating Igbo culture, fostering community spirit, and upholding the enduring sense of togetherness that is synonymous with the holiday season. For the latest updates on upcoming events and further engagement, audiences are encouraged to follow @lifelager_ng on Instagram, especially for information regarding the 'Sponsored Content' related to the event.