From Right: Brand Manager, Rite Foods, Miss Boluwatife Adedugbe, during the presentation of Fearless posthumous award to the late Afrobeat King, Fela Anikulapo-Kuti; with Kunle Anikulapo-Kuti and his sister, Yeni Anikulapo-Kuti; during the grand finale of 2021 Felabration at the Afrika Shrine, Lagos.
THE late Afrobeat legend, Fela Anikulapo-Kuti in life and death demonstrated attributes of fearlessness through his music genre. He was one of the music stars in Africa and the globe that could be remembered for their courageous ways of propagating positive change for societal benefit.
Fela can be described as Africa’s fearless man, as recently honoured by the Fearless energy drink from the stable of Rite Foods, a market leader in the food and beverage sector of Nigeria’s economy, the proud sponsor of this year’s Felabration.
The Fearless energy drink brand conceptualized it from its recent findings on courageous people in all spheres, including music, where the late Afrobeat King was identified as Africa’s Fearless man in ideas, performance, courage, music and leadership.
It formed the highlight of this year’s Felabration, a one-week event held in commemorating the life and times of the Fela Anikulapo-Kuti.
With the theme Viva Nigeria Viva Africa, the 2021 edition of Felabration held between October 11 and 17 was conceived in 1998 by Fela’s eldest daughter, YeniAnikulapo-Kuti.
The fun-filled event started with a symposium themed The National Question Evolution or Devolution? with the moderator/chairman, Femi Falana amongst other prominent speakers. Other exciting activities included an art competition, Afrobics dance competition and schools’ debate on the topic Covid 19 is a Blessing, among others.
As an entertainment event, the second day featured an Afrobics dance competition between young talented artistes where Team Future of Dance with an outstanding performance emerged as the winner, thus clinching the cash prize of N1,000,000 (One Million Naira) after outwitting other 10 other contestants.
“Team Style” and “Team Afrika 90” came second and third, taking home N500,000 and N250,000 respectively.
The second day saw talented artistes being energized by Fearless energy drink alongside electrifying performance to thrill the audience.
They include Eda Oto and the Afrogenius Band, 2Scarce, Badman Q, Jody, John Dust, Chuddy K, Oberz, 2Slimmusic, Jaido P, Aramide, among others.
Eda Oto and his band entertained the audience with a Yoruba song hammering on political change and callinng for a futuristic leadership and direction.
It was an evening of fun, as 2Scarce, a reggae-dancehall singer, captured the attention of spectators with his youthful exuberance while Badman Q, a fast-rising afrobeat musician, sang about the energy that could be exerted for meaningful ventures. John Dust, another emerging Afro-pop singer overwhelmed music lovers at the show.
Femi Anikulapo-Kuti, the eldest son of the late music icon, poured encomium on the Fearless energy drink brand for making Felabration bigger and better.
The most captivating activity of the event was the presentation of the Fearless posthumous award to the late Afrobeat King, FelaAnikulapo-Kuti on the final day.
Brand Manager, Fearless Energy Drink, Miss Boluwatife Adedugbe, clad in what looks like an Egyptian goddess robe and escorted by two hefty men in pants with the symbols of the Fearless energy drink, walked majestically, as four sturdy drummers appeared on stage in a choreographic display, heralding her arrival. She eulogised the great African music star before presenting the larger than life Saxophone, Fela’s musical instrument, amidst a standing ovation from the crowd.
“Though born and raised in a middle-class, elitist family, he chose to associate with the masses, down-trodden, and society rejects, and abandoned by the authorities.”
“Today, we honour a man who came before his time, saw the future, fought collective battles most times alone, but departed when needed most.
“Fearless Fela was the mouthpiece of the masses, fighting their battles, and more often than not, lost so many precious possessions, which includes his Mother, the height of sacrifice for one’s country and fellow citizens,” she reeled of Fela.
The high-spirited Brand Manager further remarked, “Although physically he’s gone, philosophically, ideologically, creatively, innovatively, and fundamentally, he lives not just in our lives, but, in our talents, and he continues to inspire us to be the best that we can be, without waiting for the approval of peers.”
On Fela’s home, which was a place for all, Adedugbe affirmed, “His Kalakuta Residence and the Old Afrika Shrine were home to everyone. Fela was selfless, accommodating, and passionate about the cause of the ordinary person. Abami-Eda’s songs resonate with the plight of most Africans and the blacks in the diaspora. So much so, we are unable to forget him. Today l am here, expressing our token of appreciation to a man who has left so much for us to thrive and remain Fearless.”
Receiving the award, a visibly thrilled and appreciative Yeni Anikulapo Kuti expressed her joy for the very important recognition of her father’s effort.
She eulogised Fearless energy drink brand, stating that the award which would be placed at the museum for public viewing and appreciation was the best thing that has ever happened since the inception of the Felabration.
Also, Femi Anikulapo-Kuti, who expanded the genre’s reach to embrace punk, electro and hip-hop, commended Fearless energy drink brand for sponsoring this year’s Felabration, which saw talented artistes coming up with electrifying performances.
According to an analyst, the concept of the award, the delivery, and the acceptance is a validation of the idea and relevance of the brand and consumers.
The Fearless posthumous award initiative is still receiving applause from marketing experts and consumers. It also added colour to the one-week event by re-inventing FelaAnikulapo-Kuti’s bedroom at the Afrika Shrine, the popular venue for this year’s Felabration, and this attracted music lovers and lots of consumers to the bedroom, all taking different photographs with bottles of the premium Fearless energy drink.
The marketing stunt has been applauded by Mr. Olu Jaiyesimi for its authenticity and relevance, stating that it demonstrates the exceptional marketing concept of a world-class brand.
The event’s highlight was the performance by D’Banj, who thrilled the audience with one of his hit songs, “Top of the World.”
Commenting on what Felabration means to the entertainment industry, analysts pointed out that it has contributed hugely to the sector’s growth, which is expected to hit $14.8billion by 2025, from $7.7 billion in 2021.
Mr. Ojo Akintunde, stated that Fela, through his music, created a cultural crossroad that other parts of the world could connect with for a better society.
He said Felabration has paved the way for more artistes to showcase and develop their talent in the Afrobeat and other music genres, thereby creating viable economic opportunities for themselves. This, according to him, will also contribute immensely to the country’s gross domestic product (GDP).
The Nation
