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Flytime Music Festival

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Flytime Music Festival
Flytime Festival Audience.png
Flytime Festival in 2017
Dates3-day weekend in December
Location(s)Lagos, Nigeria
Years active2017 - present
Founded byCecil Hammond
Attendance15,000 (over the 3-day weekend)

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The Flytime Music Festival is an annual music and comedy festival held at the Eko Convention Center in Lagos, Nigeria.[1] The festival was founded by Flytime Group CEO, Cecil Hammond, in 2018 and is organised by Flytime Promotions, a subsidiary of the Flytime Group.[2] The weekend-long festival promotes Nigerian music and comedy culture and features both established as well as up-and-coming performers in the entertainment scene.

The Festival originated with an experiment on Flytime Promotions’ long running concert, Rhythm Unplugged in 2017. The 2017 edition of West Africa’s longest running concert series was combined with a main-act solo performance into two-day music festival.[3] The success of the festival validated the feasibility of a multi-day music festival in Lagos and led to the inaugural Flytime Music Festival. It was held over three days in December 2018.[1]

History[edit]

The Festival originated with an experiment on Flytime Promotions’ long-running concert, Rhythm Unplugged in 2017.[3] The success of the festival validated the feasibility of a multi-day music festival in Lagos and led to the inaugural Flytime Music Festival, which was held over three days in December 2018.[1]

Rhythm Unplugged[edit]

Rhythm Unplugged is the longest-running music concert in Africa and is now a part of the Flytime Music Festival.[4] The first Rhythm Unplugged concert was organised by the Flytime Group in 2004, and in the fifteen years since, Rhythm Unplugged has featured major artists in Nigeria.[4]  The concert showcases both established as well as up-and-coming Nigerian artists and has been shown to influence the status and reputation of the new artists they unveil. The 2011 Lagos edition of Rhythm Unplugged, for instance, unveiled artists that would go on to become major names in the African music industry. They included Wizkid, Olamide, Davido, Tiwa Savage and Seyi Shay.[5]

Founding[edit]

Rhythm Unplugged was first organised by Cecil Hammond in 2004 via his company Flytime Promotions. The first Rhythm Unplugged concert was held in 2004 at Fantasyland in Ikoyi, Lagos, and sold over 4000 tickets. Following the success of the first Rhythm Unplugged concert, Flytime Promotions announced that it would host the concert annually at a larger venue to accommodate the growing fan base. In years since Rhythm Unplugged has been hosted at the Federal Palace Hotel, the Ocean View and, most recently, at the Eko Convention Center all in Victoria Island, Lagos.[6]

Through the Years[edit]

Rhythm Unplugged[edit]

December 2010[edit]

In 2010, Rhythm Unplugged was hosted in Benin City. It was the first Rhythm Unplugged concert hosted outside of Lagos.[7] Nearly 4000 people attended the concert, selling out the entire venue. That same year, another Rhythm Unplugged concert was hosted in Lagos; there were over 5000 attendees.

December 2011[edit]

In 2011, Rhythm Unplugged was held in Abuja. For the first time, concert sales for a venue outside of Lagos matched Lagos sales.[8] Both concerts sold out their respective venues, each of which accommodated 5000 people.

December 2012[edit]

In 2012, two Rhythm Unplugged concerts were held outside Lagos. The first concert was held in Port Harcourt, Rivers State and featured the popular singer from Rivers State, Duncan Mighty.[9] The second concert was held in Ibadan, Oyo State and featured performances from Wizkid, Davido, 2Baba and Olamide.[10]

December 2013[edit]

In 2013, Rhythm Unplugged was held in Lagos and featured major international and domestic acts including  Wyclef, P-Square, Burna Boy and Olamide. [11]This edition of the concert was sponsored by Harp Lager and was branded Harp Rhythm Unplugged.[11]

December 2014[edit]

The 2014 edition of Rhythm Unplugged marked its 10th anniversary and featured an extensive list of Nigerian music and comedy icons. They included P-Square, Davido, Mavin All Stars, Olamide, MI, Patoranking, Waje, Yemi Alade, Seyi Shay, Skales, Runtown, Bovi, Julius Agwu, Okey Bakassi, I Go Dye and Apororo.[12] It was Flytime Promotions largest and most well-attended Rhythm Unplugged.

Also, in 2014, Pepsi became the major corporate sponsor of Rhythm Unplugged, and the concert was correspondingly named Pepsi Rhythm Unplugged. Pepsi remains the concert's major corporate sponsor, and subsequent editions of Rhythm Unplugged maintain the Pepsi prefix.[12]

December 2015[edit]

The 2015 edition of Rhythm Unplugged was hosted in Lagos and featured the American Musician, Trey Songz, as the headline act.[13]

December 2016[edit]

Seyi Shay, Falz, Olamide, Omawumi, Kiss Daniel, Korede Bello, Reekado Banks, Koker, DJ Obi, DJ Exclusive, and Cobhams performed at the 2016 edition of Rhythm Unplugged held in Lagos.[14]

Flytime Music Festival[edit]

2017[edit]

On 22 and 23 December, the first multi-day concert was held at the Eko Convention Center in Lagos.[3]

The first day featured a typical Rhythm Unplugged concert with major artists on the Nigerian entertainment scene including Big Shaq, Davido, Tiwa Savage, Wande Coal, Simi, Runtown, Olamide, Ycee, Niniola, Small Doctor, Mayokun, 9ice, and Nonso Amadi.[3] The second day of the concert featured Wizkid in concert. Davido joined Wizkid on stage during this concert.[3] It was an iconic moment which put an end to a yearlong feud between the two artists.[15]

Both concerts sold out their venues. The success of the two-day music festival validated both the organizer’s capacity to host multi-day concerts and the viability of this concert format in Nigeria, which led to the inaugural Flytime Music Festival in December 2018.

Burna Boy at the 2018 Flytime Festival
2018[edit]

The inaugural Flytime Music Festival was held in December 2018.[1] The three-day concert kicked off with Rhythm Unplugged on 21 December headlined by Davido, Tiwa Savage, D'Banj, Burna Boy, Duncan Mighty and DJ Cuppy.[1] The second day, tagged RBRM, was headlined by Grammy Award winning artists Bobby Brown and Bell Biv Devoe and the third day, 23 December, featured Olamide as lead act for the concert, ‘Olamide Live’.[1]

Each concert during the Flytime Music Festival completely sold out its venue.

2019[edit]

The second Flytime Music Festical was held in December 2019 at the Eko Convention Centre. It was headlined by American rapper, singer and songwriter; Megan Thee Stallion. and Nigerian Singer, Tiwa Savage.[16]

Festival Summary[edit]

Year Concert Name Headliners Attendance Sales Report
2017 Day 1


Rhythm Unplugged Big Shaq, Davido, Tiwa Savage, Wande Coal, Simi, Runtown, Olamide, Ycee, Niniola, Small Doctor, Mayorkun, 9ice, Nonso Amadi[17] 5000 Sold Out
2017 Day 2 Wizkid the Concert Wizkid, Davido[18] 5000 Sold Out
2018 Day 1 Rhythm Unplugged Davido, Tiwa Savage, D'Banj, Burna Boy, Duncan Mighty and DJ Cuppy[1] 5000 Sold Out
2018 Day 2 RBRM Bobby Brown and Bell Biv Devoe[1] 5000 Sold Out
2018 Day 3 Olamide Live Olamide[1] 5000 Sold Out

Partnerships[edit]

To host the Flytime Music Festival, Flytime Promotions has partnered with several major brands including Pepsi, Silverbird Television, Interswitch and UBA.

References[edit]

  1. 1.0 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 "Flytime Music Festival Unveils 3-Day Event Lineup". guardian.ng. 26 October 2018. Retrieved 2020-02-11. Unknown parameter |url-status= ignored (help)
  2. "My father gave me my first money I ever spent - Hammond". Vanguard News. 2011-09-02. Retrieved 2020-02-11.
  3. 3.0 3.1 3.2 3.3 3.4 "Flytime Promotions Announces 2017 Pepsi Rhythm Unplugged Artist Line-Up and Wizkid: The Concert". businessday.ng. Retrieved 2020-02-11. Unknown parameter |url-status= ignored (help)
  4. 4.0 4.1 Nnah, Mary (2019-12-13). "Nigeria: Cecil Hammond - 15 Years of Promoting Nigerian Music". allAfrica.com. Retrieved 2020-06-11.
  5. Jaguda (6 December 2011). "Rhythm Unplugged: Music & Comedy Concert | Lagos | Dec 18th, 2011 | Jaguda.com". Retrieved 2020-06-11. Unknown parameter |url-status= ignored (help)
  6. Alonge, Bolaji (2019-12-17). "Rhythm Unplugged music fest 2019 set to thrill Lagos fans". Music In Africa. Retrieved 2020-06-11. Unknown parameter |url-status= ignored (help)
  7. "Echoes From Rhythm Unplugged - P.M. News". www.pmnewsnigeria.com. 7 January 2011. Retrieved 2020-06-11. Unknown parameter |url-status= ignored (help)
  8. "In Abuja, comedy meets music at Rhythm Unplugged". Vanguard News. 2011-10-21. Retrieved 2020-06-11.
  9. "Nigeria: How Harp Rhythm, Got Unplugged in Port Harcourt". 31 March 2012. Retrieved 11 June 2020. Unknown parameter |url-status= ignored (help)
  10. 23 May 2012. "Harp Rhythm Unplugged Berths In Ibadan - P.M. News". www.pmnewsnigeria.com. Retrieved 2020-06-11. Unknown parameter |url-status= ignored (help)
  11. 11.0 11.1 "How 2face, Wizkid, others excited fans at Rhythm Unplugged!". Vanguard News. 2013-12-20. Retrieved 2020-06-11.
  12. 12.0 12.1 Okon-Ekong, Nseobong. "Pepsi Rescues Rhythm Unplugged". This Day. Retrieved 11 June 2020. Unknown parameter |url-status= ignored (help)
  13. "Trey Songz set to bring sexy back at 2015 Edition". Pulse Nigeria. 2015-11-10. Retrieved 2020-06-11.
  14. "Wizkid, Olamide, Psquare, Davido thrill fans at music concert [Photos]". Pulse Nigeria. 2016-12-24. Retrieved 2020-06-11.
  15. "Wizkid brings out Davido during epic concert to fans' surprise". Trace Naija. 2017-12-26. Retrieved 2020-02-11. Unknown parameter |url-status= ignored (help)
  16. "Meghan Thee Stallion, Tiwa Savage To Headline Flytime Music Festival". guardian.ng. 22 October 2019. Retrieved 2020-06-11. Unknown parameter |url-status= ignored (help)
  17. "Flytime promotions unveils star-studded artist lineup for pepsi rhythm unplugged 2019". Vanguard News. 2019-12-12. Retrieved 2020-02-11.
  18. "Starboy's homecoming Lagos concert is the best Christmas gift, ever! [Review]". Pulse Nigeria. 2017-12-25. Retrieved 2020-02-11.


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