Africa’s music platform Boomplay, partnered with smart life brand Itel to bring an immersive music and tech festival experience to university campuses in Nigeria and Tanzania.
After building anticipation with online promotions, organizers announced the University of Lagos (UNILAG) and Federal College of Education, Akoka (FCE) as the selected Nigerian campuses to host the festivities celebrating music and technology. Likewise, in Tanzania, the University of Dar es Salaam and Ardhi University were the chosen venues. The festival is dubbed “Power Up Your Life” and it coincided with the launch of Itel’s new PS5 phone series.
Students in both locations were treated to fun games, photo moments with the two innovative brands, social trends, exclusive demos of Itel’s mobile devices, and giveaways. Highlights included Itel unveiling its P55 Series Smartphone, their first model with 45W fast charging that features a long-lasting battery and high entertainment. They also launched the E1 Smartwatch. With tailored features for students and music lovers, the P55 Smartphone series proved a major draw.
The closing celebration featured a grand climactic concert in each location. Nigerian artists Joeboy, Cheque, Bnxn, Guchi, and Qing Madi dazzled the University of Lagos crowd. Tanzanian talents, Platform, Meja Kunta, Barnaba, Kontawa, Lony Bway, and Lody Music thrilled the audience of Dar es Salaam and Ardhi University.
Boomplay General Manager Ibrahim Oladele Kadiri shared, “We are elated that our partnership with Itel successfully brought the best of technology and music experience to the student community in Nigeria and Tanzania. Fostering this unique synergy between technology and music for the communities of our users will create more avenues for the Boomplay brand to interact with as we aim to enrich the lives of young people with amazing fun experiences. Now that the activation campaign and music festival is heading to the student communities in Ghana and Kenya next, we are poised to have another landmark success.”
Additionally, Oke Umurhohwo, the marketing manager for Itel West Africa spoke on the desires of the brand. “Itel is a brand that has the young at heart. You can see that with our moves and even with our smartphones. Our Itel P55 series provides the fastest charging smartphones, the biggest screens, and the best smartphones for mobile gaming, just the type of devices young people enjoy. Therefore, together with Boomplay, we are shaking up campuses to give that true youthful energy that our young people of today desire.”
Following the huge success in Nigeria and Tanzania, the “Power Up Your Life” campaign will make its next stops in Kenya and Ghana. The music festival in Kenya will be hosted by Kenyatta University (KU) and Jomo Kenyatta University of Agriculture and Technology (JKUAT) from February 19 to 23, 2024. Subsequently, the events in Ghana will be hosted by Accra Technical University and the University of Ghana’s Accra City Campus from February 26 to March 2, 2024.