Abayomi Susan
Many industry leaders say that if Detty December has a driving force, it is Pepsi.
As the new year begins and everyday routines gradually return, voices across the industry are reflecting with renewed perspective. From music and media to nightlife and live entertainment, a clear consensus keeps emerging: no brand has influenced Nigeria’s December culture with the same depth and consistency as Pepsi.
“Without Pepsi, we wouldn’t have Detty December in the manner that we know it now,” says music journalist Joey Akan. “Every December, there is always a Pepsi activation. There is always a Pepsi angle.”
Pepsi’s impact spans generations of entertainment culture. From its early sponsorship of concerts to its support for DJs, festivals, and emerging creative platforms, the brand established its presence long before December evolved into a global cultural export.
Ayo Animashaun, founder of Hip TV and The Headies, reflects on the early days of the industry’s growth. “When the industry was still finding its footing, Pepsi was one of the brands that stepped in with endorsements,” he says. “They supported many practitioners and walked with us throughout the journey.”
That backing went beyond recording artists. At a time when DJs were rarely considered in brand conversations, Pepsi stood out as a consistent supporter. “They were the first to truly recognise DJs as a brand,” Joey Akan observes, pointing to ambassadors such as DJ Obi, DJ Cuppy, DJ Xclusive, DJ Spinall, and more recently, DJ YK Mule.
For event founders, the brand’s involvement delivered real impact. Mainland Block Party founder Tobi Mohammed credits Pepsi with helping to nurture an entire ecosystem. “There was a major Mainland event that Pepsi rescued,” he recalls. “That funding did more than finance a party — it helped establish a sustainable business.”
As Nigerian music and nightlife have evolved — from traditional concerts to block parties and raves — Pepsi has evolved alongside the culture. “Whenever the culture shifts, Pepsi shifts with it,” Joey Akan explains. “That’s how they’ve managed to stay ahead.”
In a season where many brands are now striving to remain relevant, industry insiders maintain that Pepsi didn’t simply follow Detty December — it played a central role in building it.
