The governorship candidate of the Nigeria Democratic Congress (NDC) in Rivers State, High Chief Dumo Lulu-Briggs, has reaffirmed his commitment to developing the state’s creative and entertainment industry, declaring that the sector would become a major driver of economic growth under an NDC-led administration.
Lulu-Briggs made the pledge at the weekend, during the grand finale of the NDC Rivers State Campaign Song Contest, where 11 finalists competed for the top prize in an event organisers described as a demonstration of the party’s vision for empowering young people through the creative economy.
The contest, organised by NDC Rivers State in collaboration with Olowo Records under the leadership of the state chairman of the party, Hon. Success Jack, ended with emerging female artiste, So-Bliss, clinching the overall prize after impressing judges and the audience with her performance.
Her winning composition has also been adopted as the official campaign song of the NDC in the state ahead of the 2027 governorship election.
Speaking as the Guest of Honour, Lulu-Briggs sat through the performances of all 11 contestants and interacted with the participants after the competition.
Beyond the official prizes, he also made personal financial contributions to several contestants whom he described as exceptionally talented, underscoring his resolve to encourage young creative minds.
The governorship, hopeful, said the initiative reflected the kind of support the entertainment and creative industry should expect under his administration, stressing that the sector has remained largely neglected despite its immense contribution to youth employment and economic activities in the state.
According to him, Rivers possesses enormous creative potential that deserves structured government investment rather than being left to thrive solely on private initiatives.
Organisers of the event noted the competition was conceived against the backdrop of what they described as the absence of any budgetary allocation to the entertainment and creative sector in the state’s most recent budget, despite the industry’s growing significance.
They argued that young people in Rivers State organise concerts, events, workshops, seminars and other entertainment activities throughout the year with little or no government support, maintaining that the sector has continued to survive because of the resilience and ingenuity of the state’s youthful population.
They further contended that Rivers State remains one of the leading centres for entertainment and event production in Southern Nigeria, recording one of the highest volumes of shows and related activities south of the River Niger.
The organisers maintained that any government that recognises the demographic realities of Rivers State, where young people constitute a significant proportion of the population, must deliberately invest in what has become known globally as the “Orange Economy”, the creative, cultural and innovation-driven sector capable of generating jobs, wealth and sustainable economic opportunities.
According to them, the campaign song contest was designed to provide young artistes with a glimpse of the opportunities that would be available under an NDC administration committed to expanding access to funding, platforms and institutional support for the creative industry.
Addressing the gathering, Lulu-Briggs said his interest in entertainment and lifestyle development predates his political ambition, recalling his investments in the hospitality and nightlife industry decades ago.
He recounted establishing Rachel’s, a London-style pub, in the 1990s before later opening Illusions at Orazzi, a venture he said transformed what had previously been an inactive area into one of the state’s most vibrant nightlife destinations.
According to him, the establishments attracted visitors, celebrities and entertainment personalities from different parts of Nigeria and beyond, demonstrating his longstanding belief in the economic potential of the entertainment industry.
He said those investments reflected two enduring principles that have guided him over the years: a passion for entertainment and lifestyle development, and a willingness to identify neglected spaces and talented individuals, invest in them and nurture them into assets that communities can celebrate.
Lulu-Briggs added that the campaign song contest represented only a fraction of the programmes Rivers people should expect under an administration led by him, promising broader support for youth-focused initiatives capable of creating employment and stimulating economic growth.
At the end of the contest, all the finalists received a participation reward of N1 million each in recognition of their performances.
In addition to the participation grants, the second runner-up received N200,000, while the first runner-up went home with N500,000.
The overall winner, So-Bliss, earned an additional N1 million as the champion of the competition, bringing her total winnings above the participation reward.
The panel of judges was also presented with N500,000 as appreciation for their service during the contest.
The event attracted party faithful, supporters, entertainment stakeholders and youths from different parts of the state, with performances highlighting the depth of musical talent among young Rivers artistes.
With the adoption of So-Bliss’ composition as the official campaign song of the NDC in Rivers State, the party believes the initiative has not only produced a campaign anthem but also reinforced its message of youth inclusion and the place of the creative economy in its development agenda ahead of the 2027 governorship election.
Blessing Ibunge
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