Fashion, Fun & Whiskey @ Jameson Connects 2021
By Yemisi Suleiman
As part of activities that marked this year’s Independence Day, Jameson Irish Whiskey hosted Nigerians to a night of fashion, music, and fine wine. It was the 7th Jameson Connects which brought fun lovers together on Independence Day for an immersive Jameson experience.
Held at Nigeria’s first train station: Lagos Terminus, which sits pretty on the bottom of Carter Bridge, the brand delighted guests with an array of exciting activities; from an alternative fashion pop-up to electrifying music, gourmet junk food, craft, games, and an experience that spurred people to bond with each other in an unpretentious train-themed celebration.
Jameson a 3rd-way brand that identifies strongly with the fearless, courageous spirit of Nigerians is famous for hosting its tentpole event at historical and cultural sites. With this year’s theme: Celebrating the Freedom to be You, Jameson successfully reinforced its passion for celebrating the uniqueness of people. The theme focused on the bold and free-spirited nature of young Nigerians, who continue to defy the odds in choosing and embracing authentic lifestyles and values.
Attendees enjoyed a host of activities including: one of 3 smooth cocktails – Jameson Zobo Sour, Palm-wine twist or Jameson, Sprite & Lime. Complimentary haircuts at the Sip and Cut experience from Kayzplace barbershop treated ladies and bearded brothers to stylish awesomeness. The Bond & Connect zone had people bonding over Ayò, FIFA, Jenga, foosball, table tennis, and more. Folks also enjoyed the extremely popular Arts and Craft corner, where they handmade own clay pots and candles, while getting beautiful henna and face painting.
Jameson Connects 2021 also featured alternative fashion brands WAF, Shushi, Paradiceparade, Daltimore brand, Sneakerfest & Push It; selling cool merch, and a screen-printing area where guests could customize Independence themed Jameson shirts designed by Wafflesncream.
The performances were a vibe! People got to rock to music with DJ sets from perennial Jameson Connects performer: Aye, and the magical Camron. Alternative music flagbearers Buju, Ayra Starr, Ajebutter 22, Boj on the microphone, and Odunsi.the.engine had the crowd moshing, raving and grooving.
One of the favourite memories of the night was Ayra Starr (a welcome newcomer to the Jameson Connects stage) announcing that this was her first time performing to a crowd who looked just like her.
As the crowd rocked into the night, it was evident that they anticipate the next Jameson Connects, because there’s nothing quite like the vibes, connections, and community.