By Ayomide Otitoju
Pernod Ricard Nigeria, through its flagship brand Jameson Irish Whiskey, has announced its partnership with Afrobeat Rebellion, an immersive cultural and musical exhibition celebrating the life and legacy of Afrobeat legend Fela Anikulapo-Kuti.
The 12-week exhibition, running from October 12 to December 28, 2025, at the Ecobank Pan African Center, Victoria Island, Lagos, will feature concerts, live performances, exhibitions, film screenings, book readings, and children’s programmes.
Speaking on the collaboration, Evane Chenuet, Marketing Director at Pernod Ricard Nigeria, said the partnership reflects Jameson’s longstanding commitment to culture, creativity, and Nigerian heritage.
“Jameson has always been deeply connected to culture and creativity. Supporting Afrobeat Rebellion is a natural extension of our dedication to celebrating Nigerian identity and the powerful role of music in shaping it,” Chenuet said. “For over a decade, Jameson has partnered with artists to showcase Nigerian talent globally, and we are proud to be part of this historic celebration of Fela’s legacy.”
Organised by the Whitespace Creative Arts Foundation, the French Embassy, and the Philharmonie de Paris, in collaboration with Fela’s family and the Felabration Festival, Afrobeat Rebellion will be the most extensive showcase of Fela’s work ever hosted on the African continent.
The exhibition expands on the original showcase curated by the Philharmonie de Paris and the Fela Kuti Family in Paris, now bringing Fela’s story home to Nigeria.
According to Papa Omotayo, Creative Director at Whitespace Creative Arts, “Afrobeat Rebellion is more than an exhibition — it is a cultural movement honouring Fela, his family, and the global influence of Afrobeat music. With Jameson’s support, we aim to offer audiences an unforgettable experience blending music, history, and heritage.”
Also speaking, Kannayo Okoli, Brand Partnerships Director at Whitespace Creative Arts, noted that the project engaged only brands aligned with Fela’s values and the exhibition’s vision of cultural preservation.
Through this partnership, Pernod Ricard Nigeria continues to champion its ethos of conviviality, fostering shared experiences through culture, music, and community, while celebrating one of Africa’s most iconic musical pioneers.
