TRACE Live, Lord’s Dry Gin Create Unforgettable Music and Lifestyle Experience in Lagos
In a compelling showcase of experiential marketing, TRACE Live, in partnership with Lord’s Dry Gin, recently brought together music, entertainment, and premium consumer experiences at Terra Kulture, Victoria Island, Lagos. The event featured Afrobeats sensation Spyro headlining the latest edition of TRACE Live, reaffirming its reputation as one of Nigeria’s premier platforms for intimate live performances and innovative brand engagement.
The evening attracted a diverse audience of music enthusiasts, creatives, and lifestyle connoisseurs, exemplifying how brands are increasingly leveraging experiential activations to forge authentic connections with their audiences.
Spyro delivered an electrifying performance, performing some of his biggest hits, including *Who Is Your Guy?*, *One Million*, *Count Your Blessings*, and *Only Fine Girl*. Throughout the set, the crowd sang along, danced, and interacted with the artist, creating an atmosphere filled with energy from start to finish.
A highlight of the evening occurred during the rendition of *One Million*, when Spyro surprised two fortunate audience members with cash gifts of N1 million each. Earlier, during *Who Is Your Guy?*, he reflected on the friends who supported his journey to fame, while *Only Fine Girl* became an emotional moment as he invited his wife on stage to thank her for her unwavering support.
The event also showcased emerging talent, providing young artists an opportunity to perform before the crowd. Comedians I Go Save and Pencil opened the evening with lively comedic performances, setting an engaging tone for the night.
As part of the partnership, Lord’s Dry Gin curated a series of premium consumer experiences designed to complement the live performances. Guests enjoyed interactive cocktail stations, a spin-the-wheel activation, and experiential lounges that served as social hubs throughout the night.
Attendees sampled a range of products from the Lord’s portfolio, including the flagship Lord’s Classic Dry Gin, Ready-to-Drink cocktail cans in Lemon, Blueberry, and Ginger flavours, as well as the Lord’s Chocolate Dry Gin variants. The lounges provided ideal spaces for guests to connect between acts.
Gbemileke Lawal, Marketing Manager at Nigerian Distilleries Limited, commented on the collaboration:
“TRACE Live continues to provide an environment where music, entertainment, and social experiences come together naturally. For Lord’s Dry Gin, the partnership aligns with our commitment to engaging consumers through premium experiences that reflect the brand’s positioning as a premium international gin.”
This edition follows the April 2026 event headlined by Zlatan, further cementing the ongoing partnership between Lord’s Dry Gin and TRACE Live. Organisers emphasise their focus on enhancing guest experience through thoughtfully curated hospitality and lifestyle activations, alongside captivating live entertainment.
As experiential marketing continues to redefine consumer engagement across Nigeria’s entertainment industry, collaborations between lifestyle brands and live music platforms are increasingly shaping the way audiences experience concerts—beyond the music itself.