December 2025 stands as yet another undeniable reminder of Nigeria’s position at the centre of global culture, a moment that still resonates as January draws to a close, with Pepsi, the Baba for the Streetz, firmly at the heart of it.
Across Lagos and beyond, the festive season unfolded with an intensity only Nigeria can deliver. From Island to Mainland, packed arenas to street-led cultural experiences, Pepsi helped power the moments that defined the season. Music, movement, creativity, and collective energy collided, drawing global attention, welcoming hundreds of thousands of visitors, and reinforcing Lagos as Africa’s cultural capital.
While “Detty December” has become the popular shorthand for this annual cultural explosion, the essence of December in Nigeria has always existed long before the phrase. What has evolved is scale, reach, and global resonance, and Pepsi has been instrumental in that evolution. Year after year, the brand reinforces its place, which has earned it the title “Baba for the Streetz” by owning the intersections of music, youth, and popular culture, without losing its authenticity.
The brand has consistently shown up for decades on the streets, at events, block parties, raves, concerts, and the cultural spaces where its core consumers truly live.
December 2025 also reinforced how deeply rooted Afrobeats remains, even as it continues to travel the world. As international visitors poured into Lagos, they encountered a music ecosystem that felt confident, expansive, and unmistakably Nigerian.
Pepsi’s long-standing commitment to Afrobeats helped lay this foundation long before the genre became globally fashionable. For nearly two decades, the brand has backed Nigerian music at every level from its ambassadors to grassroots shows, concerts, raves, and now globally watched festivals. Bridging generations of artists and fans, reinforcing music as a unifying force and a form of cultural infrastructure. The brand has proven that music in Nigeria is not just entertainment; it is aspiration, expression, and community. DJs are now even more central to this story, with Pepsi backing key culture drivers who set the emotional tempo of the season and bridge street culture with mainstream audiences.
December 2025 marked a defining high point in that journey. The brand-powered experiences that ran simultaneously across Lagos and beyond, underscoring the brand’s unmatched cultural footprint. These were deliberate cultural investments that reflected how young Nigerians and their global guests actually experience Detty December.
In Lagos, the epicentre: the brand-powered experiences including Future Fest – Wizkid GOAT Experience, where global eyes were firmly on Lagos, Obi’s House in Lagos, Spinall’s Eko Groove, Elite Fest headlined by Young Jonn, Element House, Detty Dec Fest with Juma Jux, Busta Rhymes and Gunna, Cultur FM, Mainland Block Party x YBNL – Olamide, ChunesDay’s weekly rave series, Our Land Alte, Motherland Festival and many more.
Beyond Lagos, Pepsi consistently pulls its weight beyond just the city. In Abuja, Obi’s House, Detty Dec Fest, and Capital Machine (powered by Odumodu Black alongside Jeriq) positioned the federal capital territory as an equally pivotal point in the country’s creative industry. In the east, the brand’s influence was equally pronounced. Pepsi’s newly signed ambassador, Jeriq The Hussla, anchored the brand’s presence at Eastern Machine in Enugu, reinforcing its connection to street culture and regional authenticity. Pepsi continued to push culture beyond the southwest; Obi’s House extended into Benin and Mainland Block Party into Ilorin this December, ensuring the culture travelled with the people.
The brand’s commitment to Nigerian culture is not limited to December. The brand has also shown sensitivity and presence across religious and regional celebrations. While Lagos remains the epicentre of the Nigerian entertainment industry, Pepsi consistently pulls its weight past just the city.
Beyond the music itself, December 2025 underscored Nigeria’s growing reputation as a cultural destination. The return of the diaspora, the influx of global creatives, and the international attention on Lagos all point to a broader shift: where Nigeria was once an exporter of its culture, it is now the primary host of Africa’s cultural game.
With the season behind us, one thing is clear: December 2025 was not a one-off. It marked the continuation of a long-standing commitment that has seen Pepsi consistently stand with the streets of Lagos and beyond, amplifying joy, music, pop culture, creativity and collective expression, while earning credibility with youth audiences and culture drivers alike. Just as its 60cl bottle delivers more for the same price, Pepsi continues to deliver more experiences, more access and more cultural energy for Nigerian youth.
Looking ahead into 2026, the momentum continues. Nigeria remains firmly positioned as Africa’s entertainment hub and a global cultural reference point. And once again, Pepsi stands at the centre, not watching culture happen, but powering it. Baba for the Streetz is always present.
0 Comments
Add your own hot takes