Element House: Lagos Party Lighting Up New Markets for Nightlife Brands
It is not for nothing that Element House is consistently driven into the consciousness of revellers in Lagos and its environs. It is simply because the entertainment hub has proven to be a true driving force to the growth of the budding Nigerian Electronic Music scene. Little wonder, the place is not only electrifying Lagos but is also redefining the nightlife industry in the country in a way that only a few could have predicted in the last ten years.
Element House – a unit of Spektrum Entertainment Ltd – has got to be markedly different: pulsing beats, neon lights, and an enthralling crowd for who “last call” is a distant meaning.
Yet, behind all the wild energy lies an incredible business engine that is fast attracting global brands that are targeting the pies on offer from Nigeria’s nightlife market. Element House provides a magnetic impact on various brands desiring to tap into the potential on display. Desperados — the tequila-flavored beer — has been a long-term sponsor, hitching its wagon to the party’s fast-growing reputation. It’s a smart move in what is considered a fast move to get well positioned for Lagos’ trendsetters and music lovers within and outside Nigeria who desire a chunk of the Ibiza-style luxury in West Africa.
Despite the legendary status of Lagos as a “party haven”, the management of Element House is working round the clock to innovate by ensuring seamless blending of underground culture with commercial appeal, such that some brands that had since taken leave of the chaotic nightlife are making the huge turn back to tap into the “new world order” offered by Element House with a plethora of consistent gatherings of people who value music as much as they value culture. The gatherings also factor extensively into using the ambiance to market their brands on social media, resulting in a goldmine of engagements for them individually and collectively.
At Element House, an electronic party is no longer just a rave. Indeed, it is also a platform for lifestyle brands to connect with a growing, youthful audience eager to spend on their interests. The trendy youths are leveraging on the Nigerian economy embracing nightlife as a viable, growth-oriented industry, and with the hope to make Element House their go-to place. The direct result of this move would elevate Lagos to the international spotlight which ultimately would make nightlife the next big market brand in the Nigerian entertainment industry.
