TRACE Live and Lord’s Dry Gin Deliver Memorable Music and Lifestyle Experience with Spyro in Lagos
TRACE Live, in partnership with Lord’s Dry Gin, brought music, entertainment and premium consumer experiences together at Terra Kulture, Victoria Island, Lagos, recently, as Afrobeats star Spyro headlined the latest edition of the live music platform.
The event attracted music enthusiasts, creatives and lifestyle consumers, reinforcing TRACE Live’s reputation as one of Nigeria’s leading platforms for intimate live performances while highlighting how brands are increasingly using experiential engagements to connect with audiences.
Spyro headlined the evening with an energetic performance that featured some of his biggest hits, including Who Is Your Guy?, One Million, Count Your Blessings and Only Fine Girl. Throughout the performance, the audience sang along, danced and interacted with the singer, creating an atmosphere that kept the venue animated from start to finish.
One of the evening’s standout moments came during the performance of One Million, when Spyro surprised two audience members with cash gifts of N1 million each. Earlier, during Who Is Your Guy?, the singer reflected on the friends who supported his career before his rise to fame, while Only Fine Girl became an emotional highlight as he invited his wife on stage and thanked her for standing by him throughout his journey.
The evening also featured performances by emerging talents, with Spyro offering young artists an opportunity to perform before the audience, while comedians I Go Save and Pencil opened the show with a series of comic performances that set the tone for the night’s entertainment.
As the event partner, Lord’s Dry Gin curated a series of premium consumer experiences designed to complement the performances. Guests engaged with interactive cocktail stations, a spin-the-wheel activation and experiential lounges that served as social spaces throughout the evening.
Consumers also sampled products across the Lord’s portfolio, including the flagship Lord’s Classic Dry Gin, Ready-to-Drink cocktail cans available in Lemon, Blueberry and Ginger flavours, and the Lord’s Chocolate Dry Gin variants, as the lounges became gathering points for guests between performances.
Speaking after the event, Gbemileke Lawal, Marketing Manager at Nigerian Distilleries Limited, said the partnership reflects the brand’s continued focus on creating premium lifestyle experiences for consumers.
“TRACE Live continues to provide an environment where music, entertainment and social experiences come together naturally,” Lawal said. “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.”
The Spyro edition marks another collaboration between Lord’s Dry Gin and TRACE Live following the April 2026 edition headlined by Zlatan. According to the organisers, the partnership continues to focus on enhancing the overall guest experience through thoughtfully curated hospitality and lifestyle activations alongside live entertainment.
As experiential marketing continues to shape consumer engagement within Nigeria’s entertainment industry, collaborations between lifestyle brands and live music platforms are increasingly becoming a key feature of how audiences experience concerts beyond the performances themselves.
