Goldberg Lager Beer, a product from the stable of
Nigerian Breweries Plc, has deepened its support for the culture and tradition
of the Yoruba people living in the western part of Nigeria. The brand gathered
the lovers and enthusiasts of Fuji music at the first of its kind Fuji
Roundtable, a forum organized for the intellectual discussions on how to
take the genre of music to the next level.
Goldberg first threw its support behind the socio-cultural
life of the Yorubas living in the region and beyond four years ago when it
inaugurated the talent hunt scheme for promising Fuji musicians, Fuji
t’o Bam.
Welcoming
participants to the Fuji Roundtable, held in Lagos recently, Patrick
Olowokere, Corporate Media & Brand PR Manager, Nigerian Breweries
disclosed that at Nigerian Breweries, development of the company’s host
communities is taken seriously. He said Nigerian Breweries does not play with
the socio-cultural life of its host communities anywhere it operates.
His words:
“As part of our efforts towards community development anywhere we operate,
Goldberg, in 2012, inaugurated its initiative of Fuji t’o Bam. We
respect people’s cultures and values. Our gathering here today is a testament
of our resolute determination to contribute to the socio-cultural development of
the people in the western part of our nation.”
In his keynote address at the Fuji Roundtable, Olawale
Obadeyi, a Fuji analyst traced the origin of this genre of music to the period
when Were, the local brand of music was in vogue among the Muslim
faithful. He acknowledged that the music has grown astronomically over the
years featuring different artistes who have contributed in different dimensions
to its development.
He said the innovations brought into Fuji by those artistes
have deepened ties across boundaries in the region. “Each Fuji artiste,
evidently, is pushing the limits of creativity. The horizon of Fuji music has
been astoundingly widened”, he stated.
Obadeyi identified Fuji music as a unifying force that
easily bonds Yorubas together. His words: “Goldberg had appropriated Fuji music
as a veritable platform through which cultural values could be used to validate
the essence of Yorubas living in the region and beyond.”
Sikiru Ayinde Agboola (a.k.a SK Sensation), Chairman,
National Project Committee of the Fuji Musicians Association of Nigeria; who
corroborated him, advised Fuji musicians and other stakeholders in the country
to take the music to the next level. According to him, it is the only surviving
genre of music that has its origin in Nigeria and deserves concerted efforts
from stakeholders to proffer possible ways through which it could be developed.
His words: “It is the duty of all stakeholders to take the music to the next
level.”
He therefore, commended Goldberg Lager Beer for the support
it gives to the music. Agboola said the support by Goldberg is second to none
and should be emulated by other companies in the country.
In his
opening remarks at the programme, Emmanuel Agu, Portfolio Manager, Mainstream
Lager and Stout brands, Nigerian Breweries Plc; said the importance of music to
any country cannot be over-emphasised. According to him, the role of music in
nation building is monumental as it fuels the mind and the creativity of
listeners.
His words: “Music transcends all boundaries of
communication. Music and its rhythm define our humanity considering the
universality and essentiality beyond language barrier. I believe it is
important for one to have an open mind in order to be in touch with that sense
of understanding. Music cannot be separated from our socio-cultural life and as
such it is a social connector which has the power to suggest circumstances,
moods, and moments. It has general appeal to human senses.”
Agu said that Fuji music exerts a strong influence on the
social life of the Yorubas. He stated that through the music foreigners can
easily feel and connect with the culture of the Yoruba people. The influence
that Fuji music exerts on the social life of the Yorubas is therefore very
strong irrespective of their locations.
Giving the rationale for the event, the Portfolio Manager
said the company always strives to champion, promote and associate with the
culture of its host communities. His words: “This is what Goldberg has been
doing with its initiative of Fuji t’o Bam since 2012 when it
inaugurated the concept. We respect people’s cultures and values.”
He stated that the Goldberg Fuji t’o Bam initiative
has successfully brought to life the twin socio-cultural tradition of
companionship and celebration. “The initiative readily identifies and
celebrates the rich musical tradition of sustaining the cultural values of the
people in the region. The indigenous musical platform, which is currently in
its fourth edition, had in the last three editions led to the discovery of
budding Fuji talents and artists. “I have strong conviction that our gathering
here today would in no small way help in contributing ideas to the development
of the Fuji music and the culture of the Yoruba people,” he stated.
2 Comments
They've done so well so far.
ReplyDeleteGood for them
ReplyDelete