Hero Lager Announces The People's Hero Program For Young Musical Artists

The People's Hero Initiative was started by Hero Lager, a brand of International Breweries Plc, a proud subsidiary of AB InBev and the largest brewer in the world, to aid creatives in their quest for relevance.

The People's Hero Initiative, a spinoff of Hero Lager's Uru Dia Campaign, aims to acknowledge and reward the value in the brand's consumers and is anticipated to provide the rapidly-rising artists with the essential platform, funding, and mentoring to help them navigate the difficult road to acceptance and recognition in the music industry.

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Bamise Oyegbami, the marketing director for International Breweries Plc, announced this at the launch celebration on Friday, May 5 in Lagos.

The phrase "Uru Dia" alludes to recognising the worth within which forms the basis of what Hero Lager hopes to achieve with the campaign by challenging society to not judge a book by its cover but instead to look beyond the superficial to see the worthiness of heroes, Hero Lager, and the work we all do. We often focus on the results and only show support to those who are already established. But Hero Lager is doing something different; the brand, through the People's Hero Initiative is standing firmly behind creatives who are still on their journey to earning the acknowledgement and recognition they deserve," Oyegbami said.

In the near future, additional creatives are anticipated to benefit from the effort, which intends to construct an ecosystem that artists can use to obtain support in the form of money, airplay, and distribution of their work, as well as mentorship from existing music acts.

Marketing Manager for Hero Lager, Dubem Orji, gave additional details on the People's Hero Initiative. He said that Hero Lager's belief that every hard-working Nigerian deserves to be acknowledged and rewarded for their efforts is further expressed in the Uru Dia campaign.

"In the past, Hero Lager has lent support to Igbo apprentices through the Igba Boi Initiative and individuals in different creative industry sectors through The People's Hero Talent Hunt. This time around, we are focusing on the music industry which is currently the biggest creative.

Speaking further, he noted that, "Hero Lager sees the worth in these budding music talents and that's why we are going to great lengths to support them with strategic partnerships and collaborations aside from funding and mentoring."

"Through the People's Hero Initiative, Hero Lager plans to create a ripple effect that will transform the growth of the entire creative industry by building an ecosystem new entrants and rising talents can leverage to showcase their talents, network with industry professionals, and access resources that will help them grow their careers."

Officials from International Breweries Plc, press representatives, brand ambassadors, and campaign artists were all present at the launch ceremony.

Hero Lager has always supported the society, especially in the communities in which it operates. The company's philosophy is that through cooperating, the hospitality and entertainment sectors can continue to grow and offer consumers unique experiences.