Sony Music West Africa recently teamed up with The Beat 99.9FM to host The Beat Brunch, a high-profile event celebrating The Beat FM’s profound influence on Africa’s music and culture over the last 15 years.
Since its launch in 2008, The Beat FM has become a key player in shaping Africa’s cultural landscape, organically growing into a central figure in the region’s music and media.
Deji Awokoya, General Manager of The Beat 99.9FM, reflected on this milestone: “Fifteen years of dedicated service in delivering entertainment, news, and music have established The Beat 99.9FM as a cultural cornerstone in Lagos. This celebration is a tribute to our loyal audience and talented team, whose support and creativity have driven our success. We proudly reflect on our shared moments and look forward to innovating and deepening our community connections.”
Held at the luxurious Wings Complex on Ozumba Mbadiwe in Victoria Island, The Beat Brunch brought together a diverse crowd, including industry executives, media personalities, and celebrities like CKay, Falz, Ajebutter, Skales, Kemuel, Groovy Mono, Kriz Beatz, Deena Adé, and LIAHM.
The event celebrated the vibrant community that Sony Music West Africa and The Beat 99.9FM have nurtured over the years. The station has been instrumental in developing a new generation of media professionals, including notable names like TaymiB, Toolz, Douglas Jekan, Osikhena “Osi Suave” Dirisu, Nicole Abebe, Bibi Raii, and Tosan Wilts, many of whom were also present at the event.
Entertainment at the brunch was nothing short of electric, with Ayo Maff opening the show with high-energy performances of his hits “Dealer” and “Are You There.” Morravey followed, teasing her new track “IFENEME,” which was met with excitement from the crowd. Hitmaker Oxlade delivered a standout set featuring “IFA” from his upcoming album Oxlade From Africa, along with two unreleased tracks, “OFA” and “OLOLUFE,” featuring Sarkodie. His chart-topping hit “KU LO SA” rounded off his performance to enthusiastic applause.
The atmosphere remained vibrant throughout the event, fueled by masterful DJ sets from DJ Obi, DJ NTY, and DJ DayZee, who kept the energy high. Guests enjoyed an abundance of food and drinks, making the celebration as indulgent as it was spirited.
The Beat 99.9FM has always been forward-thinking in its approach to audience engagement, and its Programmes Director, Osikhena “Osi Suave” Dirisu, emphasized this. “Our focus is on evolving with the music and entertainment industry while remaining true to our 15-year legacy. We aim to build stronger connections with our listeners through community initiatives, exclusive fan experiences, and interactive events. Our goal is to deepen these relationships through both live and virtual events that celebrate culture—like Beat Brunch, fan hangouts, and collaborations with major artists and brands.”
The partnership between Sony Music West Africa and The Beat 99.9FM for this event highlighted their shared mission of advancing Nigerian music and entertainment. Oluwaseun “Banko” Lloyd, General Manager of Sony Music West Africa, reaffirmed this commitment: “Our collaboration with Beat FM for the brunch reflects our dedication to cultural relevance. We are not just observers of the culture; we actively contribute to its growth by providing platforms for new voices and driving innovation in the industry. Events like these create spaces for the next generation of African artists to connect, collaborate, and thrive. Our goal has always been to nurture talent from the grassroots while building bridges between African music and the global market. This collaboration is just one step in fulfilling that mission.”
Beyond celebrating The Beat FM’s 15-year legacy, The Beat Brunch was a testament to the thriving cultural ecosystem that both organizations continue to support.
Omolola Ige, Marketing Manager of Sony Music West Africa, echoed this sentiment, saying, “Building strategic partnerships is vital for Sony Music West Africa to deepen its presence in the Nigerian music scene. These collaborations enable us to leverage local expertise, develop artists, expand our market reach, and ensure cultural relevance. By nurturing these relationships, we drive long-term growth and contribute to the expansion of the music industry.”
