How Over 2,000 Young Revellers ‘Let Loose’ At Lagos Roadblock Party

BY FUNSHO AROGUNDADE

It has been described as the most modern rave of our time while fun seekers referred to it as the biggest and most modern dance event in sub-saharan Africa. That was the experience on Saturday April 19 when exquisite Balmoral Convention Centre, Sheraton Ikeja, Lagos was transformed to a massive trendiest club where millennials and Gen Xs bust moves on a sticky dance floor.

“Lagos Roadblock Party: Embrace your dual nature—the Saintly and Sinful,” the invite stated. “Be prepared to be swept away by the magic, the music, and the unforgettable moments that await.” It was indeed a novel ‘Roadblock’ party for the targeted demographic decked in an all-white or all-black apparel following the strict dress code.

Inside the ‘Roadblock’ arena were over 2,000 energetic young folks who immersed themselves in the electrifying extravaganza of afro-trance music and dance.

They clustered in groups, glanced around, smashing lots of RTDs (Ready to Drink), getting the lay of the land with self-consciousness in fresh hair, some girls’ face-planted, and others had colourful ephemeral tattoos applied on their bodies.

With different paths but the same destiny —united as one, linked by sound and driven by energy— folks looked happy and the togetherness of the dance floor ignited their sense of imagination.

With the sound level between 58db and 93 db, they all bounced to mixes of various DJs who took turns to wow them. They were dazzled by a spectacular show that combines cutting-edge technology, mind-blowing special effects, captivating live acts, and a meticulously designed scenography that left most breathless and craved for more.

Curated by Oracle Experience and refreshed by Desperadoes, Goldberg Black and Legend Twist, the Roadblock Party is an opportunity to give the young folks especially the Gen Z an unforgettable experience during the Easter Season.

The party aims to go beyond mere entertainment, striving to uplift human consciousness and foster collective engagement to create a better and more joyful world.

Do2dtun and Jimmie were event hosts with Tolani Baj, DJ Bio Sky, DJ Bootylicious, DJ Consequence, DJ Kaywise, Dope Caesar, Maze X MXtreme, Emmadrums among the performing artists.

Mfon Bassey, Head, Trade Marketing at Nigerian Breweries Plc, said the reason the brands activated the Roadblocks party was to prove to consumers the power of being consumer centric.

“We wanted to create a meaningful experience for our consumers and it must not necessarily be in a formal Club. We have proved that we can create experiences anywhere as you have seen tonight turning an event place like this to a party haven with over 2,000 people on a typical Saturday night. It is only Desperadoes that can do this and this is the power of being consumer centric,” Bassey said.

Expressing her excitement at the successful debut of Roadblock Party, Aboyowa Ikpobe, Brand Manager, Desperados, said it was a platform design to birth a new way of partying.

“Desperados has always been about getting loose with high energy and having a good time. This is a brand that believes in a very self-expressive Gen Z and other younger consumers. When the opportunity to partner with Roadblock came up, it was just a perfect fit. We are in for a good time and Desperados, as a brand, stands for that same as Roadblock. So it was a blend of both identities,” Aboyowa said.