News

WOW! Balmoral Exploits the $40 billion Nigerian Drinks Industry

Published

9 years ago

30th November 2017

Three-Day International Drinks Festival Comes up Between December 1 and 3 in Lagos

All is set for the first ever International Drinks Festival in Nigeria organized by the Balmoral at the Federal Palace Hotel, Victoria Island, Lagos. The event is expected to attract over 25000 people to witness the transformation that two friends, Ezekiel Adamu and Akin Eso are bringing to the Nigerian drinks industry, with an estimated value of $40 billion.

The festival is expected to be a huge market place where drinks will be sold at prices far less than regular. This is why the organisers chose December, when people tend to buy more drinks for the year end festivities. The three-day event kicks off on December 1 and will run through till December 3.

Both men are very familiar with the industry. Akin Eso is the convener of the popular wedding exhibition known as Wed Expo while Adamu is the Chief Executive Officer of the popular Balmoral, known for its cozy venues. The two friends have always had a symbiotic relationship which is now elevated to a new level. With the new working relationship, Balmoral has become a 360 events solution company spearheaded by three executives: Akin Eso who is the Chief Operating Officer, Goke Obembe, an Executive Director and Ezekiel Adamu who still retains his position as the Chief Executive Officer.

With their vast resources and knowledge, they are united in their quest to take Balmoral to a greater height. Together, they have brought some outstanding and far-reaching changes to the brand. Some of the changes that are visible include Balmoral Life which is the strategic thinking, marketing and ideas arm; Balmoral Exhibitions, Balmoral venues and Balmoral Hospitality.

“We intend to create own events and we will also partner with people to develop their own ideas. Our major concern is to create innovative platforms that are tailor-fit for specific sectors of the economy. The International Drinks Festival is the flagship brand that we are launching. We are going to have several other brands under the Balmoral group next year. What we pride ourselves on now is creating platforms for industries.” says Eso.

“With the International Drinks Festival, we are creating platforms whereby we have the drinks summit, which is where the business of drinks is being discussed. We have the exhibition, where the real brands will be able to showcase and also meet consumers as well as the hotel owners, club owners and the general public, then we also have the beer village which is more like an entertainment hub, whereby you have food and soft drinks. On the last day, we have the concert.”

A major entertainment offering at the festival is the Flair Bartending Show, where the performers will display astonishing bottle juggling skills. An appetizing teaser of things to come at the main event was showcased last August. Having a mini-show four months ahead in itself was a never-before-seen novelty in Nigeria. It was all they needed to convince brands and other participants that the main event was going to be a different experience.

However, with so much entertainment surrounding the event, Eso is quick to point out that the festival is more than just having fun.

“We are not just having an entertainment event. What happened in the past was just an entertainment event, everybody comes to drink and have fun. We have that as a small part of what we are doing in total. The beer part of it is the entertainment part. We still have the B2B part, where the general managers of hotels, the owners of clubs, top level management in drinks companies, government agencies like NAFDAC, Customs, SON are coming to and discuss how to take the drinks industry forward. Customs is going to be talking on importation, We have SON to talk on standards. NAFDAC will talk on how brands that want to come into Nigeria or even the small brands that want to register because you have a lot of people now making smoothies and different kinds of drinks. NAFDAC will be there to discuss how to get your NAFDAC certification and the right steps to take. All these agencies will exhibit their services.”

Adamu added: “This is the first event you are going to be seeing a Diageo opposite a Remy Martins; a Nigerian Breweries beside Guinness, Coke beside Pepsi, It is good for the consumers. A lot of people drink wine in this country, they don’t even know what they are drinking. There are a lot of people who don’t have a choice of drink, they just take whatever they see. With proper education, which is why we have the Masterclasses you will be able to understand; from tasting of wine to food pairing- don’t expect to be have Amala with wine. The experts will teach what goes with Amala; and what goes with other wine things.”

Among the things the Balmoral big wigs hope the International Drinks Festival will achieve for Nigeria is the collation of reliable and verifiable statistics. A lot of figures are being touted about Nigeria being one of the biggest consumers of beer and champagne. “Yes, Euro Monitor has contacted on their desire to conduct a survey because this is the only time they can meet every body they need to talk to in one place. We are also going to run our individual survey as people come in.”

News

Chadreek Renews Recording Contract with UK-Based Label SauceBoi Music

Published

5 days ago

27th September 2026

Usman Oladuntoye

Nigerian Afrobeats artist Chadreek (born Salau Qudus Emiola) has officially renewed his recording contract with SauceBoi Music, the UK-based label that has played a pivotal role in his career development.

The renewed agreement reinforces the longstanding partnership between the artist and the label. It positions Chadreek for the next phase of his career with enhanced support across music production, distribution, marketing, and international expansion.

Known for his smooth vocal delivery and consistent output, Chadreek has steadily cultivated a dedicated following through standout records including Ori Mi (featuring Seyi Vibez), Better Dayz, Awure, and his earlier project No Bad Vibe. The renewed deal is expected to accelerate his momentum as he prepares new music and broadens his presence across Africa and global markets.

A source close to the camp confirmed that both parties are fully aligned on a clear vision for the artist’s next chapter, with a strong emphasis on high-quality releases and strategic growth.

This renewal marks another significant milestone in Chadreek’s journey as he continues to establish his place within the Afrobeats landscape.

About Chadreek
Chadreek is a Nigerian singer and songwriter signed to SauceBoi Music. He is recognised for his distinctive voice and a growing catalogue of Afrobeats records that blend melody, emotion, and street energy.

About SauceBoi Music
SauceBoi Music is a UK-based record label committed to developing and promoting talent across the Afrobeats and broader African music scenes.

Audio

YTJ Announces New Single “JO,”

Published

3 weeks ago

12th September 2026

Usman Oladuntoye

Rising Afro-fusion artist builds on the momentum of “Closer” with an energetic new release made for dance floors worldwide

Recoup Records announces the forthcoming release of “JO,” the new single from rising Afro-fusion artist YTJ, arriving on all major digital streaming platforms September 10, 2026.

The release follows the growing international success of YTJ’s previous single, “Closer,” which has generated more than 4 million combined YouTube views and surpassed 3 million audio streams within two months of release. The record has also received airplay across more than 70 radio stations and 30 television channels worldwide, while reaching No. 63 on YouTube Music in Nairobi, Kenya.

With “JO,” YTJ enters the next phase of his sound and creative direction.

Driven by infectious rhythm, vibrant production and an unmistakable celebratory energy, “JO” is an Afro-fusion record built for movement. The single pairs YTJ’s melodic approach with a polished, high-energy production designed to connect across clubs, parties, festivals and playlists globally.

The visual world surrounding the release reflects that same energy. Built around a striking red-lit aesthetic, the “JO” campaign presents a confident and elevated side of YTJ as he continues to expand his presence beyond his home market and reach new audiences internationally.

“My intention with ‘Closer’ was simply to make something that would connect with people, and the response went beyond what I imagined,” says YTJ. “With ‘JO,’ I wanted to take that energy somewhere new. This record is a celebration — and we’re just getting started.”»

“JO” arrives at a pivotal moment for YTJ. Following the momentum established by “Closer,” the new single signals an artist increasingly focused on creating music that bridges cultures while remaining rooted in the rhythm, melody and energy of contemporary African music.

For Recoup Records, the release represents another step in the label’s commitment to developing YTJ’s international profile and introducing his music to a broader global audience.

“JO” by YTJ is available across all major digital streaming platforms HERE

ABOUT YTJ

YTJ is an emerging Afro-fusion artist whose music blends contemporary African rhythms, melody and global influences. With a growing international audience and millions of streams and views across digital platforms, YTJ is building a sound and identity designed to travel beyond borders.

Following the international response to “Closer,” YTJ continues his next chapter with “JO,” expanding his creative vision while establishing himself as an emerging voice in the new generation of African music.

ABOUT RECOUP RECORDS

Recoup Records is an independent music company focused on artist development, music distribution and building globally competitive African talent. Through strategic releases, media partnerships and international promotion, the label works to connect its artists and music with audiences around the world.

Entertainment Gists

Josh2Funny’s Album Has Fans Talking — But Should He Stick To Music Or Skits?

Published

3 weeks ago

10th September 2026

manlikeakoh

Josh2Funny’s Album Has Fans Talking — But Should He Stick To Music Or Skits? 😂🎶

Nigerian comedian and content creator Josh2Funny has taken his comedy game into music, and Nigerians are definitely having something to say about it.

The comedian released his 15-track album, “On Behalf of Josh,” on July 10, 2026, but instead of fading away after release, the project has continued to generate conversations on X.

And the big question now is:

Should Josh2Funny continue with music or go back to skits? 😂

Fans have been divided. While some listeners openly criticized the album and told him to return to comedy, others found songs they genuinely enjoyed.

One X user joked:

“Josh2Funny stopped doing skits and started music, Everybody wan chop this music money 😂”

Another simply said:

“This Josh2Funny Album no enter make he just go back skit abeg 😂”

But then came “Lembe.” 🔥

The track caught fire on X and eventually became a trending topic in Nigeria. The #LembeChallenge also gained momentum as creators began jumping on the song.

Josh2Funny later announced ₦1 million for winners of the challenge, giving the song another major push.

And it didn’t stop there.

‘INTERNATIONAL’ FT. ICE PRINCE ALSO TRENDED

On another day, “International” featuring Ice Prince generated its own buzz on X.

One fan even called it their favourite song from the album, while praising the collaboration. The post itself pulled thousands of views, showing that people weren’t only talking about Lembe.

From album criticism to trending songs and challenges, “On Behalf of Josh” has kept Josh2Funny’s name in the conversation.

Whether you love the album or think he should return to skits, one thing is clear:

Josh2Funny has succeeded in getting Nigerians talking. 😂🔥