Entertainment
Sprite, Omah Lay Embrace in All-New Music Format to Inspire Youth
By Edozie Obasi-Eze
Sprite, a refreshing brand from the stable of Coca-Cola, has announced the launch of its new campaign, Sprite Limelight, which seeks to reignite life of purpose and aspiration for the youth, offering them encouragement at the tip of the heat by soothing them through music.
The new music program is in sync with Sprite’s new global brand narrative, ‘Heat Happens’, which positions the brand as the drink that helps people cool-down in the face of everyday heated moments.
A statement from Coca-Cola on Tuesday describes it as “one musical starting point reinterpreted through different creative and cultural lenses and was released for public consumption via streaming platforms.”
Marketing Director, Coca-Cola Nigeria, Bunmi Adeniba, said, “Sprite Limelight seeks to help keep the youths clear-headed, encouraging them not to lose themselves to the heat of the world during their discovery stage.”
She stressed that Sprite would connect with music fans through music that speaks to the heat in their lives, as the platform would have music from fearless artistes who take on the heat, using their creativity to make music that fans love, which speaks to them to create refreshing moments of clarity.
“Heat is the occasion. Sprite is the solution. And music is the connection”, she asserted.
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It was gathered that Sprite Limelight is a global music program produced in collaboration with a diverse collection of international musical talents and anchored by Grammy-winning producer, Mercury Prize Winner, and BRIT Award nominee, James Blake. The Sprite Limelight song dropped on July 29 across various streaming platforms.
In Nigeria, Sprite Limelight is headlined by the popular Omah Lay, Nigerian singer, songwriter and social sensation whose self-produced track ‘Bad Influence’ garnered viral status; and who remains a teen sensation across the country.
With Omah Lay leading the Nigerian front alongside two other global music stars, the campaign seeks to inspire Nigerians and young artistes with fresh perspectives, music, and experiences, vocalizing the brand’s resolve to help Gen. Zs not to lose their cool to the heated moments of everyday life.
Other global artistes on the campaign include American rapper, Coi Leray who has previously worked with Nikki Minaj; and prolific singer Hua Chenyu, from China, whose unique fusion of C-Pop and rock sold out shows in Olympic-sized stadiums in minutes, with all artistes selected for their authentic and unique styles.
On the Sprite Limelight project, Omah Lay expressed excitement and optimism around the work done to deliver an amazing sound and experience to the Nigerian audience. “It means a lot to me to be part of the Sprite Limelight Program, an incredible opportunity for me to share my culture with the world. I feel blessed to stand among these other amazing artistes to bring something refreshing and positive to the world; big Shout out to James Blake for masterminding the music, absolute Legend!”, he remarked.
With James Blake providing a central hook and lyric narrative, rooted in the core Limelight philosophy of keeping life’s heat at bay, three other distinctive global artists, who in turn had taken the hook and used it to inspire and create their own completely original songs.
It was gathered that the original content will be available on both YouTube and Spotify, as individual tracks and in the form of artistic documentary-style music films. These immersive “Heat Confessionals”, that shine a light on the artistes’ stories overcoming their own moments of heat through their iconic music, as well as artiste curated playlists for their fans, will be created on different music streaming services worldwide.
Sprite Limelight was created in partnership with Universal Music Group for Brands as the key content creator.
Eloswag, a former contestant on Big Brother Naija Season 7, has broken his silence following the release of his private video online.
The reality star reportedly uploaded a clip featuring himself and an unidentified woman on his Snapchat account at approximately 3 a.m. on Sunday.
Though Eloswag swiftly deleted the video, it had already caught the attention of the internet.
The explicit content quickly gained traction after being reposted by the controversial gossip blog, Gistlover, sparking widespread conversations across social media platforms.
In response to the incident, Eloswag took to X (formerly Twitter) to express his frustration and consider possible legal action.
In a now-deleted post, he wrote, “I mistakenly posted a video on my Snapchat by 3am and deleted it immediately, guess who has the video? GISTLOVER? How? Please, can I sue? Because it doesn’t make sense.”
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The reality star’s reaction highlights the challenges celebrities face when intimate content finds its way online.
While some supporters have shown empathy, others have engaged in heated debates about the responsibility of public figures in handling their digital content.
Eloswag’s predicament places him alongside other Nigerian celebrities who have dealt with similar scandals, such as Moyo Lawal, Tiwa Savage, Oxlade, and James Brown, whose private videos have previously surfaced online.
Legal experts have weighed in on Eloswag’s potential case, noting that while pursuing legal action against individuals or platforms that share such content can be complex, it is not impossible.
The development has reignited discussions on digital privacy and the ethical responsibilities of content-sharing platforms.
As Eloswag’s fans and critics await further updates, the incident underscores the precarious nature of online privacy and the far-reaching consequences of a single momentary lapse.
Nigeria’s Chidimma Vanessa Adetshina has claimed the No. 2 spot on the Miss Universe Pre-Arrival Hot Picks, solidifying her position as a top contender in the upcoming November 16, 2024, pageant.
As excitement builds for Miss Universe 2024, Adetshina’s ranking has sparked national pride and optimism in Nigeria, with many hopeful she could secure the title.
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Adetshina arrived in Mexico last month to prepare for the competition and has since captured widespread attention.
However, her path to Miss Universe has been marked by challenges.
Initially competing as Miss Taraba in Miss Universe Nigeria, she withdrew from the Miss South Africa pageant following online backlash regarding her nationality and accusations of fraud by the South African Home Office.
This setback, however, did not deter her ambitions.
Her current standing as a top pick underscores her growing international recognition and support, positioning her as a formidable contender ahead of the competition.
Many have taken to social media to voice their support, with some declaring her Nigeria’s best chance yet to secure the Miss Universe crown.
Nigerians have been ranked among the top social media users globally, with 2024 data positioning the country fifth in the world for average daily time spent online.
According to figures from Cable.co.uk and We Are Social, shared by World of Statistics on X, Nigerians spend an average of 3 hours and 23 minutes per day on social media.
Leading the global list is Kenya, where users spend the most time on social media at 3 hours and 43 minutes daily. South Africa follows closely with 3 hours and 37 minutes, Brazil with 3 hours and 34 minutes, and the Philippines at 3 hours and 33 minutes.
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With an average of 3 hours and 23 minutes, Nigeria ranks just behind these top four countries in social media engagement.
Other nations with notable social media usage include Colombia at 3 hours and 22 minutes, Chile and Indonesia both at 3 hours and 11 minutes. Completing the top ten are Saudi Arabia and Argentina, with daily averages of 3 hours and 10 minutes and 3 hours and 8 minutes, respectively.
By comparison, some countries report lower social media usage. Ghana averages 2 hours and 43 minutes, Egypt 2 hours and 41 minutes, and Thailand 2 hours and 30 minutes.
Among European countries, social media engagement is generally lower, with Portugal averaging 2 hours and 23 minutes, Romania 2 hours and 20 minutes, and Italy 2 hours and 17 minutes, highlighting significant regional variations in social media usage.
Full list:
Kenya – 03:43
South Africa – 03:37
Brazil – 03:34
Philippines – 03:33
Nigeria – 03:23
Colombia – 03:22
Chile – 03:11
Indonesia – 03:11
Saudi Arabia – 03:10
Argentina – 03:08
Mexico – 03:04
Malaysia – 02:48
Ghana – 02:43
Egypt – 02:41
Thailand – 02:30
Bulgaria – 02:26
Vietnam – 02:23
Portugal – 02:23
Romania – 02:20
Italy – 02:17
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