The governorship candidate of the Nigeria Democratic Congress (NDC) in Rivers State, High Chief Dumo Lulu-Briggs, has pledged to make the creative and entertainment industry a major pillar of economic development if elected, promising greater investment and opportunities for young people in the sector.
Lulu-Briggs made the commitment during the grand finale of the NDC Rivers State Campaign Song Contest held at the weekend, where 11 finalists competed for the top prize in an event organisers described as a reflection of the party’s commitment to youth empowerment through the creative economy.
The contest, organised by NDC Rivers State in partnership with Olowo Records under the leadership of the party’s state chairman, Hon. Success Jack, ended with emerging female artiste So-Bliss emerging as the overall winner after delivering a performance that impressed both judges and the audience.
Her winning song was subsequently adopted as the official campaign anthem of the NDC in Rivers State ahead of the 2027 governorship election.
As Guest of Honour, Lulu-Briggs watched all 11 performances and later engaged with the contestants, encouraging the young artistes and acknowledging their creative efforts.
Beyond the official prizes, the governorship hopeful also made personal financial contributions to some contestants he described as exceptionally talented, reinforcing his commitment to supporting emerging creative talents.
Lulu-Briggs said the initiative represented the kind of attention and support the entertainment sector should expect under an NDC-led administration, arguing that the industry had remained largely overlooked despite its capacity to create jobs, generate income and drive economic activity.
He said Rivers State possesses enormous creative potential that requires deliberate government support rather than depending mainly on private efforts.
According to him, the creative industry could become a major contributor to the state’s economy if supported through structured policies, funding opportunities and platforms that allow young talents to thrive.
Organisers of the contest said the programme was conceived in response to concerns over what they described as limited government attention to the creative sector, including the absence of dedicated budgetary allocation for entertainment and creative activities in the state’s most recent budget.
They noted that young people across Rivers State organise concerts, entertainment events, workshops and seminars throughout the year with little or no government assistance, yet continue to sustain the industry through personal effort, innovation and determination.
The organisers described Rivers as one of Southern Nigeria’s leading entertainment centres, recording a high volume of concerts, events and creative activities.
They argued that any government that understands the state’s demographic realities must recognise the importance of the “Orange Economy” — the creative, cultural and innovation-driven sector capable of creating employment, generating wealth and providing sustainable opportunities for young people.
According to them, the campaign song contest was designed not only as a political activity but also as a platform to expose young artistes to opportunities that could emerge under an administration committed to supporting the creative economy.
Speaking at the event, Lulu-Briggs said his interest in entertainment and lifestyle development began long before his political ambitions.
He recalled his investments in the hospitality and nightlife industry, including the establishment of Rachel’s, a London-style pub, in the 1990s and the later opening of Illusions at Orazzi, a facility he said transformed a previously inactive location into one of Rivers State’s most vibrant entertainment destinations.
He said the ventures attracted visitors, celebrities and entertainment personalities from across Nigeria and beyond, demonstrating the economic potential of the industry.
According to him, his investments in entertainment were guided by two key principles: a passion for lifestyle development and a commitment to identifying neglected spaces and talented individuals, investing in them and helping them become valuable assets to society.
Lulu-Briggs said the campaign song contest was only a glimpse of the youth-focused programmes Rivers residents should expect under his leadership, promising broader initiatives aimed at creating jobs and stimulating economic growth.
At the conclusion of the competition, all 11 finalists received N1 million each as participation rewards in recognition of their performances.
The second runner-up received an additional N200,000, while the first runner-up received N500,000.
The overall winner, So-Bliss, received an extra N1 million as the competition champion, taking her total earnings beyond the participation reward.
Members of the judging panel were also presented with N500,000 in appreciation of their contributions to the success of the contest.
The event attracted party supporters, youths, entertainment stakeholders and residents from different parts of Rivers State, with performances showcasing the depth of musical talent among young artistes in the state.
With So-Bliss’ winning composition adopted as the party’s official campaign song, the NDC said the initiative had achieved more than producing a political anthem, describing it as a demonstration of its commitment to youth inclusion and the role of the creative economy in Rivers State’s future development.
