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By Wisdom Patrick Senior Correspondent, Lagos
The 2012 edition of Nigeria’s biggest and most popular music awards platform, ‘The Headies’, is to be sponsored by the telecoms giant, MTN.
Speaking at the pre-event news conference at the Protea Hotel, Ikeja, Lagos, on Wednesday, Kola Oyeyemi, MTN’s General Manager, Consumer Marketing, said the brand is partnering with the organisers of the ‘Headies’ awards because it has been described as the rallying point for the identification, grooming, recognising and rewarding of Nigerian music talent.
“Music as we all know is a veritable platform to leverage the passion points of the over 40 million Nigerian youth, whose strong bias and attachment to music cannot be over-emphasised.
“MTN is a brand that has strong passion for the youths and is always ready and willing to help them achieve their dreams.
“Over the years, we have been able to identify music as one of the strongest passion points for the youths, and we are determined to partner with any brand that will make the dreams of the youths come true.
“This is not the first time MTN is supporting the Headies Awards, but this year is unique because of the new dimension to the awards.
“Apart from inspiring the next generation of Nigerian music stars, this year’s awards is also going to be dedicated to a good number of less-privileged children in the society; therefore, we are delighted to be part of such a laudable initiative,” the MTN chieftain said.
Emphasising the relevance of music among today’s young generation, Oyeyemi noted: “The youth constitutes the most dynamic and largest community of technology users in the world.
“Music is one of the common languages that keep the world together and if this generation is so passionate about music, it is better to sing along with them,” he added.