Unboxed: Pioneering Nightlife in Southeast Nigeria
In September 2022, Mr. Smith lounge buzzed with excitement as crowds flocked in for an innovative event on the Enugu to Onitsha expressway. This marked the arrival of something fresh to the nightlife scene in Southeast Nigeria.
This event was an Unboxed party, created by Chukwuneta Augustine. Initially conceived as a monthly series spanning the five Southeastern states—Anambra, Enugu, Abia, Ebonyi, and Imo—the concept has since expanded to other regions of Nigeria. The term “Unboxed” symbolizes the introduction of new experiences, as explained by manager Udeagbala “Bugatti” Chukwubuikem during a recent discussion with TunesDeck.
Chukwubuikem revealed that choosing Mr. Smith was a strategic move; they wanted the location to not appear too crowded initially. However, the event turned out to be a remarkable success, especially considering that most college students were on break during this period.
“The purpose of Unboxed is to provide Southeasterners with an authentic rave experience,” Chukwubuikem states, emphasizing the ethos of inclusivity where everyone matters.
The idea that ‘everyone is somebody’ takes on a significant meaning amidst the elitism often found in Nigeria’s club culture. Unboxed has created a space that mimics the club atmosphere but focuses on open venues and non-clubbing days. Their commitment to blending various forms of entertainment consistently contributes to their growing acceptance across southeastern states and beyond.
Atmosphere at Unboxed Events
Attendees note that each Unboxed party is unique and revolves around specific themes. According to project manager Faustina Chika, themes are selected that make it easy for the audience to dress accordingly. Post theme selection, the organizing team collaborates with creators, strategizes venue layouts, designs experiences, and coordinates with security and ticketing staff.
Promotional efforts are meticulous; organizers often visit dormitories to spread the word. They build relationships with local agents who help circulate information about upcoming events.
The meticulous groundwork lays the foundation for Unboxed parties, characterized by blending diverse entertainment experiences. Chukwubuikem highlights that the Southeast creative scene lacks a cohesive industry, making Unboxed a stepping stone for emerging talents to showcase their abilities.
A Platform for Emerging Talent
Unboxed has become a vital stage for DJs, dancers, musicians, and photographers, offering a platform for self-promotion. Young stars like 13-year-old DJ Ella and eight-year-old DJ Irish, alongside known names such as DJ Peejay and DJ Cappello, frequently take the stage. Chukwuneta, the brains behind Unboxed, is also a well-known hypeman known as Slym Shady.
Despite a focus on non-artist events, Chukwubuikem mentions that crowd engagement at Unboxed remains high, with recent attendance hitting 12,000 in Nsukka and 9,000 in Abuja—a testament to its compelling atmosphere.
“Unboxed operates without relying on artists,” Chukwubuikem explains, “yet attendees leave feeling as though they’ve experienced a performer-led event. It’s a unique vibe unmatched elsewhere.”
Christopher Ibeagha, a regular party-goer and tech enthusiast, expressed his admiration for Unboxed. “One word sums it up: vibes. The events are thoughtfully curated, and the atmosphere is always energetic and engaging,” he shares.
The Relevance of Unboxed in Today’s Context
The significance of rave parties like Unboxed grows, especially against the backdrop of ongoing insecurity issues in the Southeast. As the region copes with the aftermath of the Nigeria-Biafra war and recent violence trends, Chukwubuikem asserts that the narrative of insecurity is overblown. He notes that the ability of young people to attend parties in large numbers contradicts claims of being unsafe.
“Unboxed has played a role in changing perceptions about safety in the region,” he states. “There have been no reported incidents at our events, which demonstrates the effectiveness of our security plans.”
With numerous achievements under their belt, Unboxed looks ahead with optimism. “We aim to take Unboxed global,” Faustina conveys. “While I can’t predict one year from now, we expect to plan an African tour within six months.”
Chukwubuikem mirrors this ambition, indicating that Unboxed’s organization sets it apart from other local entertainment events, raising the bar consistently for the industry.
Comment