By Raheem Akingbolu
In setting, music, and style, the 2025 edition of road block party held recently in Lagos was in a class of its own. Beyond its unusual features, the party showcased class and taste, which aligned with the sophistication of today’s youth population.
For Desperados, a premium beer drink with a tequila spark from the stable of the Nigerian Breweries, the party turned out to be an effective positioning platform. Perhaps the peak of the show was the conceptualization of roller coaster, which was maximally explored to take the DJs on 360-degree journey while the show lasted.
From the build up to the show, which played up the expectation of an electrifying extravaganza and unparalleled Afro house music dance, to the all-white, all-black dress code, which is a defining feature of the event, those yearning for the show needed nobody to tell them that they were in for a new and superlative experience.
Organised by Oracle Experience, the nation’s leading experiential marketing company, the show which was birth in Lagos last year, gave fun lovers opportunity to immerse themselves with a spectacular show that combines cutting-edge technology and mind-blowing special effects. Perhaps one of its most captivating features was the captivating live acts and a meticulously designed scenography that left participants breathless and craving for more.
As stated by the organisers, the 2025 edition with the theme; ‘Saints and Sinners…Come Dressed all-white? Come Dressed All-Black? was indeed a master stroke and a super experience for consumers of the brand and other members of the public.
A few weeks before the April 19 edition, it had been announced that each edition of Roadblock would unveil an exclusive theme that would set the stage for a captivating storyline and immersive journey through the night. You’ll be entranced by an awe-inspiring display of lights and lasers meticulously choreographed and a booming sound-system that will reverberate through your entire being ensuring an immersive and electrifying sonic experience.
Each artist is introduced with custom intros, adding an extra layer of anticipation and excitement as they weave their sonic tapestry with the transcendent sounds of afro trance, progressive trance, tech trance, and psytrance.” the organisers stated.
Recognised as the most modern dance event in Nigeria, the 2025 edition of the Roadblock drew over 3000 crowds.
In a statement issued to herald this year’s edition, it was stated that the show aimed to go beyond mere entertainment as it would strive to uplift human consciousness and foster collective engagement to create a better and more joyful world. “The heart and soul of this extraordinary experience lies in the visitors themselves. When you step into the realm of Roadblock, you become part of something bigger than yourself. You become part of a collective experience that transcends boundaries and unites us all.” the statement stated.
Then, the message of the teasers also assured potential attendees of a fresh experience. One of the teasers gave a glimpse of what to expect. “So, gear up and get ready to lose yourself in the electrifying world of Roadblock. Join us at one of the forthcoming Roadblock editions in Lagos and prepare to be swept away by the magic, the music, and the unforgettable moments that await the participants. Get ready for an unparalleled experience that will leave an indelible mark on your heart and soul. We can’t wait to welcome you to our captivating world to be swept away by the magic of Roadblock.”
With the above message, it is obvious that the stage was set and indeed, those who attended the party got more than they bargained for. In music and performances, the organisers paraded the ‘A’ class entertainers, top world-class DJs and spectacular show elements, including dazzling performances and massive production.
Speaking on what informed the organisers to embark on the journey with Oracle Experience, the Head, Trade Marketing at Nigerian Breweries Plc, Mfon Bassey, said it was all in attempt to bond more with their consumers.
He said, “It’s simple, we go wherever the consumers are so for us road block gives the opportunity to connect with our consumers, we thought that it will nice to give them an unforgettable experience this season. Of course, there is no other brand that is capable of performing that miracle of bringing young people, the Gen Z of this world to a great experience than the Desperados brand and that’s why we key in.
On the sustainability of the show, Bassey stated that road block is something that the promoters of the brand have seen its potential, hence the need to push it more. “Whether you like it or not, our youth are very expressive they are active and dynamics we thought for a brand that have this mission and purpose we will like to go on a journey with them so this will not be the last partnership, we will be having with the organizers of roadblock we intend to sustain this relationship and partnership as far as the Desperados brand is concerned. We don’t only want to give our consumers in Lagos we want to take it outside Lagos, we want take it to Port Harcourt, Abuja, Warri, Ibadan and so on where we have active dynamic consumers,” he stated.
Speaking further on the unusual dynamic of the party, the Head, Trade Marketing, said his team and agency are committed to creativity and innovation, hence the need to always maintain standard.
“Our team is always eyeing the best, and our brand -Despy is not a conventional brand. To this end, we wanted to prove to our consumers that it mustn’t be in the club or formal party. We wanted to show them class by creating new experiences.
“At least they have all seen how we turned an event to a party they had never seen before. The crowd is well over 3,000 here in on a typical Saturday. People are partying and are still coming en-masse. It is only despy that can do this and I can tell you for free that this is the power of being consumer centric,” he added.
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