Fearless Energy Drink, a brand of Rite Foods Limited, is supporting emerging Nigerian performers through rap, music and dance challenges at Felabration 2026, taking place at the New Afrika Shrine in Ikeja, Lagos, from 12 to 18 October, as the annual festival honours Afrobeat pioneer Fela Anikulapo-Kuti under the theme ‘Who Are You?’.
The brand’s participation places young creative talent at the centre of a festival that has become an important platform for celebrating Nigerian music, cultural identity and artistic freedom.
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Through its ‘I CAN, I AM’ philosophy, Fearless is connecting its brand message of confidence and individuality with the spirit of a celebration rooted in Fela’s unconventional approach to music and public life.
According to information provided by the company, Fearless supported a series of rap, dance and music challenges during the week-long festival, offering emerging performers opportunities to demonstrate their abilities, engage audiences and compete for prizes.
The rap contest featured Albright, Owocho, TonyCanon, Kashvegas, Ihuneyo, Marshal and Evergreen.
Performances by Lufemi and D Afrikanas, Tobi Majeek and Da Seed, Scott Martins and The Electrified, and Afroblackish also contributed to the festival’s diverse musical programme.
The range of acts reflected the meeting of contemporary sounds, hip-hop and Afrobeat, reinforcing the role of festivals such as Felabration in bringing different expressions of Nigerian music before a wider audience.
Fearless Classic and Fearless Red Berry were also part of the brand’s engagement with festival-goers.
Beyond product visibility, the company positioned its participation around activities intended to give emerging performers opportunities to share their creativity in a prominent cultural setting.
The partnership draws on a natural connection between the brand’s identity and Felabration’s wider cultural significance.
Fela, whose music combined distinctive rhythms with outspoken social and political commentary, challenged convention and used his platform to address issues including inequality, freedom and governance.
The festival was established in 1998 by Yeni Kuti, Fela’s daughter, to preserve and celebrate her father’s artistic legacy.
Over the years, it has expanded beyond live music to incorporate dance, fashion, visual arts and other cultural activities, creating opportunities for new generations to engage with his work.
This year’s theme, ‘Who Are You?’, places questions of identity and individuality at the heart of the celebration.
The theme takes its name from Fela’s 1971 album Fela’s London Scene, giving the 2026 edition a historical connection while inviting contemporary audiences to reflect on self-expression and personal identity.
Speaking on Fearless Energy Drink’s participation, Olaniyi Aderuku, Brand Manager of Fearless Energy Drink at Rite Foods Limited, said the festival offered a fitting opportunity to connect the brand’s philosophy with a cultural platform that encourages originality.
“Fearless is built around the spirit of ‘I CAN, I AM’, believing in yourself, owning your individuality and having the confidence to express who you are. Felabration embodies much of that spirit,” Aderuku said.
“Fela was unapologetically himself, and through his music, he encouraged people to question conventions and express their convictions. Supporting a festival that celebrates this legacy, while providing a platform for emerging talents, is a natural fit for Fearless,” he added.
The company’s involvement also builds on an existing relationship with the festival. In 2021, Fearless presented a posthumous award to Fela in recognition of his contribution to African music and his courage and originality.
In 2025, the brand served as Felabration’s exclusive energy drink sponsor, supporting talent-focused activities under its ‘Shakara, No Fear’ campaign.
Its return in 2026 therefore represents a continuation of the brand’s association with a cultural event that connects entertainment, heritage and creative expression.
For Rite Foods, the partnership offers a route to engage consumers through experiences that extend beyond conventional product marketing.
Aderuku also indicated that Fearless would continue exploring entertainment and cultural partnerships that reflect its values and strengthen its relationship with consumers.
As Felabration 2026 continues, the collaboration highlights the importance of providing emerging performers with opportunities to develop their craft, reach new audiences and express their identities.
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By aligning its ‘I CAN, I AM’ message with the festival’s celebration of individuality, Fearless is seeking to make creative participation a central part of its presence at one of Lagos’s established cultural gatherings.
