The Nigerian Breweries Plc. has expressed its determination to curb youth restiveness with the reintroduction of its Hi-Life Festival.

A statement on Monday in Enugu by the Senior Brand Manager of Life Continental Lager Beer, Aishat Anaekwe, said that the competition had a prize tag of N50million.

Anaekwe said that the Hi-life and cultural dance competition was aimed at creating a platform to identify and harness highlife talents resident in the South-East zone.

She said that the festival would be a platform to assist young and talented musicians who were becoming more attuned to platforms that would help launch their musical careers.

According to her, the winner of talent-hunt show tagged, ‘Hi-Life Fest’, will smile home with N50 Million worth of prizes in cash, recording deal and other mouth-watering prizes.

“Since its inception, Hi-Life Fest has provided a platform for consumers to showcase their talents in order to progress in their musical careers.

“Singers, dance troupes and musicians alike have realised their dreams owing to Hi-Life Fest and consumers cannot wait to be thrilled with show-stopping performances across the various audition centres,” she said.

She said that Life Continental Lager Beer had identified music as one of the avenues to promote the Igbo culture.

“Hence, Hi-Life Fest is designed to ensure that homegrown talents are given the needed motivation to progress in their musical journey.

“Our aim is to showcase highlife music talents to the wider public so that they can develop their talents and become highlife music icons like Flavour N’abania and other legends,” she said.

Anaekwe said that the theme of the 2022 edition was ‘Celebrating Life, Celebrating culture’, adding that it would start with call for entry from Sept. 5 – 12, 2022.

“Interested participants are enjoined to share a video clip of their performance on IG, tag @lifelager_ng and register on to stand a chance of making it to the various audition centres in Enugu, Onitsha, Awka and Owerri.

“Enugu, Onitsha, Awka, and Owerri will produce magical moments to savour as regional auditions will take center stage in these locations.

“Thereafter, winners from these regional auditions will be taken to Enugu for a week of mentoring by some of the leading artistes in the Nigerian musical industry before the grand finale,” she said.

Anaekwe said that Life Continental Lager Beer had through its inspirational ‘TuruUgoLota’ Concept continued to demonstrate that it was indeed for the progress of the people.

“After four editions which produced remarkably talented individuals, we have decided to take this competition a step further and showcase these talents to the whole of Nigeria.

“We want to celebrate their progress and show the world that some of the best musical talents can be discovered in South-Eastern Nigeria,” Anaekwe said.