Life Continental Beer has begun auditions for the fifth edition of its ‘King of Hi-Life’ search, where the winner wins N50 million worth of prizes in cash, recording deals, and other mouth-watering offers.

Senior Brand Manager, Life Beer, Oluyemi Ekundayo, in a statement on Friday, said the musical show tagged, “Themed Turu Ugo Lota”, started auditions on April 25 in Aba, Onitsha, Awka, and Enugu.

He said thereafter, winners from these regional auditions would be taken to Lagos for eight weeks of the contest and mentoring by some of the leading acts in the Nigerian music scene, before the grand finale.

Speaking on the importance of the musical show, he explained that the annual competition aimed at creating platforms to identify and harness highlife talents resident in the South-East.

“Life Continental Lager Beer has identified music as one of the avenues to promote Igbo culture, and so Hi-Life Fest is designed to ensure that homegrown talents are given the needed motivation to progress in their musical journey.

“Nigeria is filled with many talents and we have made it our responsibility to provide a platform for these incredible musicians to showcase their skills and represent the rich culture and heritage of the East.

“Life Beer promotes the progress and culture of the Igbos, and Hi-Life Fest serves as an avenue to sustain the highlife culture among the youth,” he said.

He said throughout the Hi-Life Fest, the ‘Turu Ugo Lota’ spirit would be embodied, as contestants draw inspiration from their roots and the vibrant culture of Eastern Nigeria.

“This will benefit the musicians and help preserve and promote the unique traditions and values of the East.

“We aim to showcase highlife music talents to the wider public so that they can develop their talents and become highlife music icons like Flavour N’abania and other legends.

“Since its inception, Hi-Life Fest has provided a platform for consumers to showcase their talents to progress in their musical careers.

Singers, dance troupes, and musicians alike have realized their dreams owing to Hi-Life Fest and consumers cannot wait to be thrilled with show-stopping performances across the various audition centers.

“Consumers revel in Hi-Life Fest because it promotes the Igbo culture and gives upcoming musicians the platform to showcase their talents to the world and bring home the glory,“ he said.