In a contemporary world the place technological innovation, traits in leisure and sports activities disrupt each aspect of human life on the velocity of sunshine, indigenous cultural festivals are essential for preserving conventional heritage, passing down customs, beliefs, and values from era to era.
As up to date societal adjustments proceed to erode quite a few cultural values, the necessity to protect and revitalise tradition to make sure authenticity for tourism growth and world relevance can’t be overemphasised, particularly in Nigeria.
Regardless of the wealthy historical past and information of many African cultural practices, the pressures of modernisation have led to the disappearance of many conventional cultural values with their custodians swept into oblivion.
Nonetheless, a single particular person’s perception in indigenous tradition has considerably elevated a cultural apply or pageant to realize world relevance by fostering authenticity, attracting wider audiences, and selling sustainable financial and social affect.
In response to the journalist, Duru shared audio recordings and a script containing claims that Natasha was plotting to “convey down the Yoruba authorities.”
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Nowhere and no company persona have this perception and dedication been made extra manifest just like the management instance of Chief Michael Adeniyi Agbolade Ishola Adenuga Jr, CSG GCON, a Nigerian telecom and oil mogul, and the fifth richest individual in Africa, in accordance with Forbes.
For 20 years and counting, his understanding and respect for the Yoruba and African cultural heritage has ensured that the Ojude Oba pageant, which started hitherto as a small gathering of Muslim devoted’s in Ijebu-Ode Oba over 100 years in the past, stays a real illustration of the group, its traditions and a worldwide occasion to reckon with.
With Globacom, a telecom big based by Chief Mike Adenuga, changing into the headline sponsor of Ojude-Oba, it has turn out to be one of many largest and most vital festivals in southwestern Nigeria, attracting guests and vacationers from all over the world. Earlier than then, it was a pageant which had Muslims pay homage to the Awujale of Ijebu-land, expressing gratitude for the liberty to apply their religion.
In the present day, Glo’s midas contact and participation has turned this pageant to a yearly cultural fiesta the place tradition, fashions and types compete for consideration amongst teams, age-grades, and world vacationers in a convivial ambiance of festivities, merry and pleasure unrivalled within the cultural historical past of Nigeria. Like most cultural occasions, Ojude-Oba attracts a various array of people, every with their very own distinctive set of traits, preferences, and behaviours.
Although the pageant had its origin in Islam, it now brings collectively individuals from all walks of life, no matter their non secular beliefs, race, or creed. For 20 consecutive years, Chief Adenuga’s perception and dedication to Ojude-Oba have demonstrated that Glo’s sponsorship of the pageant is not only about model leverage, cultural revitalisation and restoration of custom in a static type, however quite an unusual repositioning of the occasion in assembly evolving societal, financial and world calls for.
Having projected the attract of indigenous communities in Ijebu land for 20 years with their distinctive traditions and methods of life, Glo’s sponsorship of Ojude-Oba has positioned the annual pageant as a major think about attracting vacationers, making cultural preservation a precedence for world attain and visibility.
Whereas providing real cultural experiences, the occasion has turn out to be a sustainable tourism driver sponsored by Glo with a give attention to world relevance and group well-being quite than solely on revenue. Chief Adenuga’s perception in it stays the explanation why the digital supplier invests in community-led initiatives associated to the pageant, creating financial alternatives whereas empowering native stakeholders and entrepreneurs.
The Ojude-Oba cultural pageant has, with the broader attain given to it by Glo, been fostering social cohesion past Ijebu communities, whereas selling understanding and respect for various cultural backgrounds. Along with the Ojude-Oba, Chief Adenuga’s staunch perception in African indigenous tradition has propelled Glo to sponsor the Ofala pageant, which is a serious cultural occasion for the Igbo individuals, notably the Onitsha individuals.
The pageant is a celebration of the Obi of Onitsha and the wealthy cultural heritage of the group. Different cultural festivals sponsored by Glo embrace, the Lisabi Competition celebrated in Egbaland the place Glo has partnered with the area people.
Lagos finish of 12 months music tagged “Larger Lagos Music fiesta” supported by Glo, spreading happiness and celebrating with the area people in Lagos. The enduring model has additionally promoted the Lagos state Eyo Competition , which is a serious masquerade pageant in Lagos, which has equally loved Glo’s assist, additional highlighting the corporate’s dedication to Nigerian tradition.
In all, Glo’s strategic advertising and promotion of those cultural festivals has confirmed that a person’s perception, resembling Chief Adenuga’s, can elevate the bar of indigenous cultural apply and heritage on a worldwide scale, reaching worldwide audiences and attracting vacationers from all corners of the world. This perception in Ojude-Oba has additionally created alternatives for cross-cultural alternate, fostering dialogue and understanding between completely different communities and cultures.
By showcasing the distinctive facets of the Ijebu indigenous tradition and heritage, Ojude-Oba, with Glo’s strategic sponsorship, now attracts worldwide vacationers, contributing to Nigerian native economies and selling cultural alternate. It’s no marvel then that the Ojude-Oba pageant is on its solution to getting the popularity of UNESCO heritage.
