Listen Live 
Nigerian Tweep Ayomide Tayo, in a series of tweets, narrated the role British American tobacco played in amplifying the growth of Nigeria’s entertainment industry. See tweets below.
Allow me to tell you how the tobacco industry powered Nigerian music from the 1980s – 1990s. pic.twitter.com/jacuyeHN9o
— Ayomide Tayo (@AOT2) August 28, 2024
British American Tobacco began operations in Nigeria in 1912, and by the '80s, the business had gotten so profitable that it started to sponsor music tours across the country.
— Ayomide Tayo (@AOT2) August 28, 2024
At the turn of the decade, BAT increased its interest in the music scene for two reasons – to capture young smokers and get ahead of legislation.
— Ayomide Tayo (@AOT2) August 28, 2024
In 1990, a decree requiring health warnings in advertisements and insertion in cigarette packs came to pass in Nigeria. pic.twitter.com/R0G7PCkaZx
Anticipating more anti-nicotine decrees, BAT got into the music business. With Benson & Hedges, it created its music production outfit called Benson & Hedges Music Label.
— Ayomide Tayo (@AOT2) August 28, 2024
Later in 1990, by September, pop star Mike Okri released his sophomore album 'Rhumba Dance', under the tobacco-funded imprint. pic.twitter.com/6CIVHWwrAh
— Ayomide Tayo (@AOT2) August 28, 2024
In 1991, Onyeka Onwenu's 'Onyeka!' album came out under Benson & Hedges Music Label. pic.twitter.com/DRNjnbQHef
— Ayomide Tayo (@AOT2) August 28, 2024
BAT contributed to the touring aspect of the music business, creating live the famous 'Benson & Hedges Golden Tones concerts – 'Loud in Lagos,' 'Wicked and Wild,' 'Wet and Wild,' 'Kicking In Kano,' and Live & Wired.
— Ayomide Tayo (@AOT2) August 28, 2024
The maiden edition of the Golden Tones concert series kicked off in Easter 1993. Here is a clip of Adewale Ayuba performing at Golden Tones in 1998 pic.twitter.com/JK7PdNXbfZ
— Ayomide Tayo (@AOT2) August 28, 2024
Golden Tones was more than BAT's only effort in the music scene. There was also the Rothmans Mega Groove Tour. Rothmans was the second-largest brand in the British American Nigeria portfolio then.
— Ayomide Tayo (@AOT2) August 28, 2024
In 1998, the Rothmans Groove in the Hood Tour was the centre of a major drama that would impact Afrobeats.
— Ayomide Tayo (@AOT2) August 28, 2024
Credit – Heavy J Security/Facebook pic.twitter.com/qK1AKoOqV9
After the success of 'Shako Mo,' the Remedies went on the 'Rothmans Groove in the Hood Tour' of 1998. Tony Tetuila would leave the group for reasons well documented. pic.twitter.com/Z5h1OjVlX8
— Ayomide Tayo (@AOT2) August 28, 2024
At the Rothmans tour, a group known as Plantashun Boiz was also on the bill.
— Ayomide Tayo (@AOT2) August 28, 2024
"In ’98 we caught a break with the Rothmans Groove. It was 31 shows all in all across Nigeria" – 2Baba told THE NET in 2015.
Also, a legendary stand-up comedian was at the Lagos leg of the tour. His name is Basketmouth.
— Ayomide Tayo (@AOT2) August 28, 2024
Excerpt: Bella Naija, 2013 pic.twitter.com/JGsoFfjAkw
There was also Benson and Hedges 'Grab the Mic' talent hunt competition. In 2001, twins from Jos participated.
— Ayomide Tayo (@AOT2) August 28, 2024
"We were still in our first year at the University of Abuja in 2001 when we were informed about the competition in Jos."
"We took the first position & eventually represented the Northern Zone in the Abuja final where we won again out of the 22 artistes that took part in that show. At the finals in Lagos, we became the overall winners which made Benson and Hedges offer to launch our album" – Psquare pic.twitter.com/w8gUVSU23E
— Ayomide Tayo (@AOT2) August 28, 2024
Unfortunately, by the turn of the millennium, more anti-tobacco stringent laws held BAT from any form of advertising or promotion. Tobacco music events eventually stopped.
— Ayomide Tayo (@AOT2) August 28, 2024
Thankfully, telcos entered the Nigerian market this time and began investing in music concerts to attract a young audience. The End.
— Ayomide Tayo (@AOT2) August 28, 2024
