Life Lager is turning up the festive season with two electrifying events — the Eastern Machine Tour and the Life Xmas Concert — celebrating the East’s pride, culture, and vibrant spirit.

The Eastern Machine Tour is a four-city spectacle led by Odumodu Blvck and Jeriq the Hussla. The tour kicks off in Abraka on December 11, moves to Enugu on December 14, hits Onitsha on December 30, and concludes in Abakaliki on January 3. Each city will witness the duo’s unique cultural flair and hard-hitting sounds that capture the energy of Eastern hustle.

Parallel to the tour, Port Harcourt hosts the inaugural Life Xmas Concert on December 19, 2025, at the Polo Club, GRA. Touted as the “Concert of Concerts,” it promises high-energy performances, uniting music lovers and showcasing Eastern excellence. Port Harcourt’s own Duncan Mighty will headline, while DJ Neptune, alongside hype men Jerry Shaffer and Tolu Daniels, ensures the crowd remains electrified throughout the night.

These events build on Life Lager’s Obiagu Campaign, a tribute to Igbo heritage that celebrates language, music, dance, fashion, and festivals. By creating spaces where entrepreneurs, professionals, hustlers, and proud sons and daughters of the East can come together, Life Lager strengthens community pride and cultural celebration.

As part of Nigerian Breweries’ Legendary Christmas calendar, these events highlight Life Lager’s commitment to celebrating Eastern identity through music, culture, and community.

Tickets for the Eastern Machine Tour are available at easternmachinetour.com, while Life Xmas Concert tickets can be purchased at legendaryxmasconcert.com. For updates, follow @lifelager_ng across all social platforms.