Afrobeat singer Tiwa Savage headlined the latest edition of Trace Live last Friday, at Terra Kulture, Victoria Island, Lagos. The event, which drew fans, influencers, and industry stakeholders, was powered by Lord’s Dry Gin, a long-standing partner of the Trace Live platform.
The evening opened with anticipation as the audience prepared for a live performance from one of Nigeria’s most prominent artists. Tiwa Savage, who has built a career of almost 15 years, delivered a set that combined earlier tracks with more recent work, underlining her continued presence in the music industry.
In a pause between performances, she told the crowd: “Lagos will always be home for me. Every time I step on a stage here, it feels like family. Thank you for riding with me from the early days till now. I love you all deeply.”
Lord’s Dry Gin used the occasion to highlight its wider role in music and cultural engagement. The brand has supported Trace Live for more than three years and continues to use the series as a space to connect with its audience.
Valentine Dibia, PR and Digital Manager for Lord’s Dry Gin, explained the significance of the partnership: “Lord’s Gin has been a proud partner of Trace Live for more than three years. The series reflects our ethos of catering to distinguished ladies and gentlemen, and it continues to be one of the most powerful avenues for us to engage meaningfully with our consumers.”
He added that the Nigerian music industry requires brands to move beyond visibility. “For us, it’s about enhancing the music experience. That’s why we introduced the Lord’s pre-mixed cocktails in Blueberry, Lemon, and Ginger — so consumers can enjoy refreshing moments that pair perfectly with the vibrancy of live performances.”
The collaboration was evident on stage as Tiwa Savage’s performance brought together audiences across different groups. Fans sang along and called for more, creating an atmosphere that matched the brand’s effort to merge music with lifestyle. Dibia said: “Tiwa’s ability to cut across generations makes her a unique cultural figure, and Friday night proved her music still unites diverse audiences. That’s exactly the kind of experience Lord’s Gin wants to be part of.”
Lord’s Dry Gin has framed its involvement in Trace Live as more than sponsorship. With music and entertainment continuing to drive consumer engagement, the brand sees its investment as a contribution to cultural experiences where community and creativity meet.
