Hero Lager Launches People’s Hero Initiative For Fast-Rising Music Talents

L-R Hero Lager Brand Ambassador, Chinonso Nwodo, aka Kolaboy; Marketing Director, International Breweries Plc, Bamise Oyegbami; Marketing Manager, Hero Lager, Dubem Orji; Nollywood veteran and Hero Lager Brand Ambassador, Nkem Owoh, and Empire Mates Entertainment (E.M.E) Owner, Tunde Demuren, at the People’s Hero Initiative press conference by Hero Lager, held in Lagos over the weekend.

The People’s Hero Initiative, an offshoot of Hero Lager’s Uru Dia Campaign, seeks to recognise and reward the worth within the brand’s consumers, and is expected to give fast-rising artistes the much-needed platform, funding, and mentoring to navigate the daunting journey to acceptance and recognition in the music industry.

Marketing Director, International Breweries Plc, Bamise Oyegbami made this known at the launch event held in Lagos on Friday, May 5.

L-R: Empire Mates Entertainment (E.M.E) Owner, Tunde Demuren; Legal & Corporate Affairs Director, International Breweries Plc, Temitope Oguntokun; Ace Rapper and Hero Lager Brand Ambassador, IllBliss, and Marketing Manager, Hero Lager, Dubem Orji, at the People’s Hero Initiative press conference by Hero Lager, held in Lagos over the weekend.

The term “Uru Dia” alludes to recognising the worth that forms the basis of what Hero Lager hopes to achieve with the campaign by challenging society to not judge a book by its cover but instead to look beyond the superficial to see the worthiness of heroes, Hero Lager, and the work we all do. We often focus on the results and only show support to those who are already established. But Hero Lager is doing something different; the brand, through the People’s Hero Initiative, is standing firmly behind creatives who are still on their journey to earning the acknowledgement and recognition they deserve,” Oyegbami said.

The initiative which aims to foster the development of an ecosystem artistes can leverage to receive support from in the form of funding, airplay and distribution of their work, as well as mentorship from established music acts is expected to support more creatives in the near future.

Providing more insight into the People’s Hero Initiative, Marketing Manager, Hero Lager, Dubem Orji explained that the Uru Dia campaign is yet another expression of Hero Lager’s belief that every hard-working Nigerian deserves to be recognized and rewarded for their effort.
“In the past, Hero Lager has lent support to Igbo apprentices through the Igba Boi Initiative and
individuals in different creative industry sectors through The People’s Hero Talent Hunt. This time around, we are focusing on the music industry which is currently the biggest creative expression in Nigeria because we see many artistes struggle to get ahead even though they possess undeniable talent,” Orji said.

Speaking further, he noted that, “Hero Lager sees the worth in these budding music talents and that’s why we are going to great lengths to support them with strategic partnerships and collaborations aside from funding and mentoring.”
Through the People’s Hero Initiative, Hero Lager plans to create a ripple effect that will transform the growth of the entire creative industry by building an ecosystem new entrants and rising talents can leverage to showcase their talents, network with industry professionals, and access resources that will help them grow their careers.”

The launch event witnessed the presence of officials of International Breweries Plc, pressmen, brand ambassadors, and artiste beneficiaries of the campaign.

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Hero Lager has always supported society, especially in the communities in which it operates. The brand believes that by working together, the entertainment and hospitality industries will continue to thrive and create memorable experiences for consumers.