Life Continental Lager Beer, a brand from the stables of Nigerian Breweries Plc, has introduced “Hi-Life Music Fest”, a musical competition aimed at celebrating and promoting highlife music in South East, Nigeria.

The music competition which kicked-off with the first set of auditions in Owerri this month, held its first regional finals at Cubana Lounge. Auditions and regional finals will later hold in Port Harcourt, Enugu and Aba with the grand finale set to hold in Onitsha.

Speaking at the media launch, Mr. Emmanuel Agu, Portfolio Manager, Mainstream and Stout, Nigerian Breweries Plc., described the initiative as one of the various ways the brand seeks to ensure that its consumers live a progressive life filled with opportunities, and are conversant with the iconic sound of their environment.