By Jeremiah Agada & Toyosi Olajide
In recent years, Nigeria and Nigerians have come to prepares for the most celebrated month of the year, December. As if on cue, content creator and musician Nasboi officially ushered us into the Detty December season with his infectious single “Onwa December.” The track, produced by DeeYasso and released in late November, has rapidly become the unofficial anthem of the 2025 festive season. With lyrics celebrating carefree spending, non-stop partying, and embracing the festive spirit with friends and family, “Onwa December” perfectly captures what brands across Nigeria are tapping into, which is a movement that has evolved from local Christmas tradition into a massive economic hub attracting global attention. As Lagos prepares to welcome over a million visitors this December, brands have launched their most ambitious campaigns yet, positioning themselves at the heart of Nigeria’s biggest celebration.
We are doing a deep dive into some of these campaigns.
MTN YelloTide (November 13, 2025 – Early 2026)
MTN Nigeria launched the festive season early with YelloTide, unveiled on November 13, 2025, following a three-day teaser campaign that sparked what some observers have called ‘widespread’ social media speculation. The telecommunications giant’s comprehensive initiative is one of the most ambitious December campaigns, designed to spread joy, kindness, and community connection throughout the season and extending into early 2026.
YelloTide kicked off with Y’ello Santa, a three-day activation from November 13-15 across six major cities: Lagos, Port Harcourt, Abuja, Enugu, Kano, and Ibadan. Residents experienced surprise community drop-ins, festive displays, generous giveaways, and kindness-driven experiences that transformed everyday spaces into celebration hubs.
The campaign’s digital backbone, yellotide.mtn.ng, is a comprehensive portal where millions of subscribers engage through virtual games, special offers, event information, and reward-based challenges. A standout initiative is Y’elloTide Weddings, where MTN surprises couples tying the knot between November 29 and December 31 with unexpected wedding blessings, delivering unforgettable experiences throughout December.
To support the anticipated influx of diaspora returnees, MTN introduced integrated data bundles specifically designed for travelers landing in Nigeria, ensuring seamless connectivity for navigation, ride-booking, event discovery, cashless payments, and staying connected with family. The campaign will continue powering concerts, community shows, and youth-driven entertainment events into early 2026, collaborating with influencers, DJs, comedians, and local performers across its cities of activation.
Nigerian Breweries’ Legendary Christmas (Launched November 26, 2025)
On November 26, 2025, Nigerian Breweries Plc officially inaugurated Detty December with “A Legendary Christmas” at an exclusive press cocktail at Nomaada Lagos, Victoria Island. The campaign is arguably the company’s largest festive investment, mobilizing seven brands from its portfolio: Maltina, Amstel Malta, Heineken, Desperados, Life Beer, Goldberg, and Legend Extra Stout.
Sarah Agha, Marketing Director at Nigerian Breweries, described the initiative: “Every December, Nigeria transforms into something extraordinary. What began as a local year-end celebration has evolved into a global cultural export, a season the world now calls Detty December. Our brands have always been part of that energy. This year, we are taking it a step further by leading the charge, creating experiences across the country that capture the joy, creativity, and togetherness that make this season special.”
The centerpiece is an unprecedented Christmas street lighting project spanning six cities (Lagos, Abuja, Enugu, Port Harcourt, Ibadan, and Kaduna), seven landmark locations, and over 13 kilometres of synchronized illuminated road networks, creating Nigeria’s largest festive light experience. Legend Extra Stout kicked off activities with a bold biker procession across Lagos in early December, where riders formed the Legend emblem in a striking visual that dominated social media.
A Legendary Christmas will roll out concerts, family events, nightlife experiences, and destination attractions throughout December, transforming city centres into cultural playgrounds. Each brand within the portfolio delivers unique experiences:
Maltina focuses on family-friendly moments with vibrant light-up ceremonies, Christmas villages, and cozy installations. From November 30 to December 4, 2025, Maltina illuminated key streets and landmarks across Lagos, Abuja, and Ibadan as part of its Live the Season initiative, transforming major public spaces into glowing attractions. Featuring creators and entertainers such as Tomike Adeoye, Priscilla Mkambala, Wumi Toriola, KieKie, and Woli Agba through pop-up appearances, meet-and-greets, and content activations, Maltina is giving fans chances to win concert tickets to Flytime Fest, Tropical Wonderland, Davido’s 5ive Tour, and other top December shows.
Desperados targets Gen Z with high-energy nightlife takeovers, rave culture activations, and strong presence at Flytime Fest, positioning itself as the party beer for concert lovers and culture chasers expecting avant-garde fashion and dance mashups.
Life Beer ignites Port Harcourt with a street-charged concert headlined by Odumodublvck, featuring high-energy performances amplifying the raw spirit of Nigerian street culture with dance circles and hypemen.
Goldberg, deeply rooted in heritage, hosts a major concert in Ibadan celebrating tradition while powering forward-looking moments.
Heineken headlines the Greater Lagos Countdown on December 31, featuring fireworks, music, citywide celebrations, and shared toasts to welcome 2026—a fitting finale for a season built on energy and community.
The highly anticipated regional Beer Villages transform cities into vibrant hubs of music, food, and cultural celebration throughout December, positioning Nigerian Breweries as the defining force behind Detty December experiences nationwide.
FirstBank’s DecemberIssaVybe with Vybe Hub (December 2025)
FirstBank officially unveiled Vybe Hub in early December 2025, a digital platform designed to enhance its renowned DecemberIssaVybe campaign, now in its seventh year since inception in 2018. While the hub exists online rather than at a physical location, the unveiling coincided with FirstBank’s involvement in concerts, theatre productions, art shows, and Lagos nightlife events throughout the festive season.
Vybe Hub offers exclusive access to show tickets, curated event bundles, rewards, giveaways, and a digital wall for users to share their best December memories. The platform’s three experience bundles—Starter, Premium, and Ultimate—allow customers to enjoy December at any pace, from casual outings to VIP-level nightlife.
DecemberIssaVybe is closely tied to Lagos’ biggest festivals, and this year FirstBank remains a sponsor of headline-ready performances across the city, including concerts featuring top artists at Flytime Fest, theatre shows at Terra Kulture, and fashion-culture events. The bank continues to use its footprint in the creative sector to support thousands of young talents and entertainment professionals. FirstBank’s 130-year legacy of supporting the arts is evident in the campaign’s comprehensive approach, which has previously featured concerts with Kizz Daniel, Davido, Burna Boy, Asake, and Tiwa Savage.
Coca-Cola Rhythm Unplugged
Coca-Cola Rhythm Unplugged, Flytime’s flagship event, returns with surprise acts and classic performances as part of the opening night festivities. The four-day festival attracted 30,000 fans to its sold-out venue, making it one of Detty December’s most successful events.
Stanbic IBTC’s FUZE Festival, Carnival Edition (December 20, 2025)
Stanbic IBTC will host the FUZE Festival, Carnival Edition, on Saturday, December 20, 2025, at Tafawa Balewa Square (TBS), Lagos. The festival will bring together fashion creators, musicians, game developers, dancers, and emerging talents for a vibrant day of entertainment and creativity. As a bank deeply invested in Nigeria’s youth and creative economy, Stanbic IBTC uses FUZE to showcase the country’s fast-evolving talent landscape.
The carnival-style event will feature performances from rising musical stars, cultural dancers, DJs, and runway showcases, creating a fusion of Nigerian youth culture and financial empowerment. With thousands expected to attend, FUZE Festival reinforces Stanbic IBTC’s commitment to bridging creativity, financial literacy, and community celebration through entertainment.
The talent show competition attracts thousands of submissions from young Nigerians aged 18-35, with rigorous selection whittling participants down to exceptional talents for the bootcamp before the final showcase. Winners across multiple categories receive substantial cash prizes and industry mentorship, with FUZE reinforcing Stanbic IBTC’s commitment to youth empowerment and supporting Nigeria’s creative economy.
Wema Bank’s WEMA MAX Campaign (November 1 – December 31, 2025)
Wema Bank officially activated WEMA MAX, its festive season reward campaign running from November 1 to December 31, 2025, across Nigeria. The initiative encourages customers to “spend, groove, and enjoy” Detty December while earning 20% cashback on all debit card transactions. Whether shopping, dining, booking trips, or attending concerts, cardholders are rewarded instantly, making WEMA MAX one of the most customer-centric holiday banking offers this season.
Wema Bank x Davido’s 5ive Tour (November – December 14, 2025)
The campaign is designed to integrate seamlessly into the December entertainment calendar, complementing Wema Bank’s role as headline sponsor of Davido’s 5ive Tour. It continues its partnership with Davido for the Nigerian leg of the 5ive Tour, with shows already held across Uyo, Yola, Enugu, and Ibadan, and the final performance scheduled for December 14, 2025, in Abuja. These regional concerts draw tens of thousands of fans, celebrating Nigeria’s cultural diversity through electrifying performances by Davido and guest acts.
The 2025 Nigerian leg celebrates unity through music, bringing together thousands of fans in each city for an unforgettable live experience. Wema Bank takes centre stage as the headline sponsor, leveraging the event to promote its ALAT digital banking platform while enhancing the experience with VIP lounges, exclusive merchandise, ALAT-powered digital activations, and meet-and-greet access.
Supporting the headline sponsorship are premium partners who elevate the overall experience: Martell, the luxury cognac brand, ensures sophistication and lifestyle integration; Guinness lends its support to production and event excellence; automotive partner GAC Motors promotes its “driving the future” ethos; and Spiro rounds out the sponsorship lineup, enhancing fan engagement.
Access Bank’s x Lagos Detty Fusion (Launched 2025)
Access Bank Plc and the Lagos State Ministry of Tourism launched Detty Fusion at the Lagos State Secretariat, Alausa, introducing a digital platform built to streamline the entire festive experience. This innovative hub allows users to access event calendars, ticketing, curated experiences, accommodation, healthcare, and payment options in one place, reducing the usual stress associated with Detty December planning. The launch gathered government officials, industry players, tourism leaders, and entertainment professionals.
The initiative supports concerts headlined by Afrobeats stars, major cultural shows, and city-wide entertainment activities, making the platform the central organizing engine behind Nigeria’s biggest seasonal celebration. Through partnerships with key stakeholders, Detty Fusion offers access to HMO schemes, entertainment bookings, ticket purchases, and connections to recreational and tourism events.
UBA x Lions Group x Wakanow ‘Detty Side’ Campaign
Africa’s Global Bank, United Bank for Africa (UBA) announced a strategic partnership with the Lions Group, a leading entertainment and lifestyle company and travel company, Wakanow to deliver exclusive benefits to customers as part of the highly anticipated ‘Welcome to the Detty Side’ festive campaign.
This collaboration which will offer premium entertainment experiences throughout the festive season, is designed to provide unrivalled value to customers and visitors coming in from overseas. Both UBA customers and intending clients can seamlessly access all offers by simply obtaining the UBA Red Pass, which serves as the official access card for the entire Detty Side campaign.
Bvndle Rewards Festival 2025 (December 8-9, 2025)
The Bvndle Rewards Festival will hold on December 8-9, 2025, at the Landmark Events Centre, Lagos, welcoming over 5,000 guests including CEOs, creators, loyal customers, and digital innovators. The festival, designed by Bvndle Loyalty Limited, celebrates customer loyalty through reward-based games, raffles, cash prizes, and immersive brand activations.
Attendees will enjoy performances from DJs, live bands, and top entertainers while redeeming exclusive festival rewards. The two-day event combines entertainment, fintech innovation, and cultural expression, creating a unique space where customer appreciation meets festive celebration.
Major partners supporting the event include UBA, VBank, Google, NGX, Konga, and VFD Group.
Other Major Events
Livespot’s Detty December Fest (December 6-31, 2025)
The Federal Ministry of Art, Culture, and the Creative Economy announced its partnership with Livespot for Detty December Fest, running from December 6-31, 2025, across multiple venues in Lagos. The festival is designed as a full-scale cultural, nightlife, and artistic experience that positions Nigeria as a global December destination.
Livespot360, the company behind productions including Born in Africa Festival, The Real Housewives of Lagos, and The Voice Nigeria Season 3, brought its expertise in large-scale entertainment to create immersive experiences. The festival is structured around four pillars: music, nightlife, culture, and community, with lineups spanning Afrobeats, amapiano, R&B, hip hop, and cross-continental collaborations.
The festival boasts a heavy performance lineup including Gunna, Busta Rhymes, Juma Jux, Bella Shmurda, and a roster of Nigerian stars. Beyond concerts, attendees will enjoy fashion exhibitions, food villages, nightlife events, art installations, and cultural performances at two primary venues: the Livespot Entertarium in Lekki and special locations across the city.
The programme provides structure and scale to what has evolved into a global travel and entertainment fixture. Notable performances at the Livespot X Festival segment included Ayra Starr’s vibrant performance and BNXN’s emotional sing-alongs, with production quality described as “art in motion” by attendees. The top-tier lights, visuals, and choreography combined to deliver shows that captured both spectacle and authentic cultural celebration.
Flytime Fest 2025 (December 22-25, 2025)
Flytime Promotions celebrates its 21st anniversary with Flytime Fest 2025, scheduled for December 22-25 at the Eko Convention Center, Lagos. The festival opens with Flavour on December 22, followed by Olamide on December 23, Asake on December 24, and Davido closing the show on December 25. The event continues its legacy as the biggest holiday concert series in West Africa.
December 22: Flavour makes his first-ever headline appearance at Flytime Fest, bringing his signature highlife sound and full live band experience fresh from successful international tours across Europe and North America.
December 23: Olamide, Nigerian rap icon and YBNL Records founder, headlines with a career-spanning performance celebrating his profound impact on Nigerian music and role in mentoring Grammy nominees like Asake.
December 24: Asake returns to Lagos for his first concert in two years on Christmas Eve, expected to be one of Detty December’s peak moments. The genre-bending superstar delivers his biggest records with signature sound and powerful stage presence.
December 25: Davido closes the festival on Christmas Day after a busy year marked by his Nigerian 5ive Tour, new collaborations, and high-energy global appearances, wrapping Flytime Fest with his signature crowd-pulling performance.
Over two decades, Flytime Fest has hosted over 300 iconic artists, delivered 150+ shows, and reached over 300 million people worldwide. The festival has served as a launchpad for collaborations (including the first encounter between Wizkid and Tems that led to Grammy-nominated “Essence”) while bringing global acts to Nigeria.
Cecil Hammond, CEO of Flytime Promotions, reflected on the festival’s impact: “It brings us so much joy to see Lagos as the new destination spot and Flytime is excited to be part of this transformation.”
Brand Partners: Flytime Fest 2025 features partnerships with Desperados from Nigerian Breweries’ portfolio, creating additional activation layers and reinforcing the festival’s position as the ultimate December destination for music lovers. The festival’s brand integrations ensure seamless experiences combining world-class performances with premium lifestyle activations.
Abuja Groovy December Festival 2025 (December 15-31, 2025)
The Abuja Groovy December Festival, organized by the Groovy December Committee and working closely with Nigerians in Diaspora Organisation (NIDO), aims to transform Abuja into Nigeria’s foremost tourism and cultural destination from December 15-31, 2025.
Planned highlights include jazz festivals, Afrobeats concerts, cultural showcases, water sports, car racing, fashion shows, food fairs, football tournaments, chess competitions, and more. The initiative is part of the broader Emerging Abuja Programme, a KHL-powered project positioning Abuja as complementary to Lagos and Calabar in Nigeria’s tourism ecosystem.
Calabar Carnival 2025 (December 2025)
Known as “Africa’s Biggest Street Party,” the Calabar Carnival remains a cornerstone of Nigeria’s December celebrations. The month-long extravaganza in Cross River State showcases Nigeria’s creative energy through music, dance, and fashion, featuring costume parades, live performances, and international music acts.
The carnival’s grand finale consistently delivers spectacular displays of Nigerian culture, drawing both local and international visitors seeking authentic cultural immersion during Detty December. With the 2024 edition attracting 300,000 tourists according to Cross River Tourism Bureau, the 2025 edition is expected to match or exceed these numbers, cementing the carnival’s position as one of West Africa’s premier cultural events.
Kizz Daniel Concert (December 2025)
Following success of his December 23, 2023 Lagos concert, Kizz Daniel returns for another unforgettable night featuring energetic performances, lively music, and moments keeping everyone singing and dancing from start to finish.
Tropical Wonderland (December 2025)
Referenced in multiple brand campaigns as one of the major concerts of the season, Tropical Wonderland continues its tradition of delivering immersive musical experiences featuring top Nigerian artists in spectacular production settings.