Sony Music West Africa partnered with The Beat 99.9FM for The Beat Brunch, a high-profile event that celebrated Beat FM’s profound impact on Africa’s music and culture over the past 15years Since launching in 2008, The Beat FM has grown organically, becoming a central figure inAfrica’s cultural dialogue. Deji Awokoya, General Manager of The Beat 99.9FM, remarked, “This milestone marks 15 years of dedicated service in delivering entertainment, news, and music, establishing The Beat 99.9FM as a cultural cornerstone of Lagos. The celebration honorsour loyal audience and talented team whose support and creativity have driven our success. Welook back with pride on our shared moments and eagerly anticipate continuing to innovate and strengthen our community connections.”
Hosted at the upscale Wings Complex on Ozumba Mbadiwe, Victoria Island, the brunch was a celebration of the community Sony Music West Africa and The Beat 99.9FM has built over the years, attended by industry executives, media personalities, and celebrities such as CKay, Falz,Ajebutter, Kemuel, Skales, Groovy Mono, Kriz Beatz, Deena Adé, LIAHM, and more. The Beat99.9 FM has nurtured a significant number of media professionals, including TaymiB, Toolz,Douglas Jekan, Osikhena ‘Osi Suave’ Dirisu, Nicole Abebe Bibi Raii, Tosan Wilts, etc. Some of the above-mentioned personalities were also present at the brunch.
The entertainment was equally remarkable with Ayo Maff kicking things off with high-energyperformances of his hits “Dealer” and “Are You There,” while Morravey took to the stage totease her new track, “IFENEME,” which was met with enthusiasm from the audience. Hitmaker, Oxlade delivered a standout set that featured “IFA” from his forthcoming album Oxlade FromAfrica, alongside two unreleased tracks, “OFA” and “OLOLUFE” featuring Sarkodie from said album, and his chart-topping hit “KU LO SA.”
The energy in the room was on a consistent high buzz, thanks in no small part to DJ sets from the ever popular and tremendously talented DJ Obi, DJ NTY, and DJ DayZee who kept the vibegoing strong. Meanwhile, the food and drinks flowed copiously, ensuring that the celebration feltas indulgent as it was spirited.
The Beat 99.9FM has always been driven by a vision to innovate and engage with its audience in meaningful ways. The Programmes Director of The Beat 99.9FM, Osikhena ‘Osi Suave’ Dirisu discussed this forward-looking approach, “Our focus is on evolving with the music andentertainment industry while staying true to our 15-year legacy. We’ll continue building strongconnections with our listeners through community-based initiatives, exclusive fan experiences,and interactive events. Our goal is to deepen that relationship through both live and virtualevents that celebrate culture — like Beat Brunch, fan hangouts, and partnerships with majorartists and brands”
Sony Music West Africa’s partnership with The Beat 99.9FM for this event was a perfectalignment that buttressed their shared vision of pushing the boundaries of Nigerian music and entertainment. General Manager of Sony Music West Africa, Oluwaseun “Banko” Lloyd affirmed this, “Our collaboration with Beat FM for the brunch reflects our commitment tocultural relevance. We’re not just here to observe the culture; we’re here to contribute to itsgrowth, provide a platform for new voices, and inspire innovation within the industry. It’sthrough initiatives like this that we create spaces for the next generation of African artists toconnect, collaborate, and flourish in a sustainable way. Our goal has always been to nurturetalent from the grassroots while building bridges between African music and the global market.This collaboration is one of many steps toward fulfilling that mission.“
It was a celebration of Beat FM’s 15-year run but more, of the thriving cultural ecosystem thatboth entities continue to support. It’s a sentiment that Omolola Ige, Marketing Manager of Sony Music West Africa echoes: “Building strategic partnerships is crucial for Sony Music WestAfrica to deepen its roots in the Nigerian music scene. It allows us to tap into local expertise,develop artists, increase market penetration, and ensure cultural relevance. By nurturing theserelationships, we can drive long-term growth, artist success, and contribute to the industry’s expansion.”
For many who attended, it was definitely a day to remember, and for those who didn’t, well,we’ll just say: make sure you don’t miss the next one.
