Lord’s Gin, Trace Live Deliver Soulful Night with Johnny Drille at Terra Kulture

In a masterful blend of music, emotion, and premium lifestyle experience, Lord’s London Dry Gin partnered with Trace Live for its second 2025 edition, delivering an unforgettable evening at Terra Kulture, Lagos, on Friday, June 20.

Headlined by Nigerian soul sensation Johnny Drille, the event, themed “Hard Guy Confession,” brought together fans of live music, culture, and premium spirits in a night that seamlessly combined heartfelt performances and high-end brand experiences.

Johnny Drille, known for his emotionally resonant lyrics and velvety vocals, performed an array of fan favorites including “How Are You (My Friend),” “Lover,” “Count on You,” and “Believe Me.” His performance resonated deeply with the audience, many of whom were visibly moved as the artist guided them through a soulful journey of love and vulnerability.

But the night went beyond music. From the moment guests arrived, Lord’s Gin curated a fully immersive experience with signature cocktail stations, flair bartenders, stylish lounge areas, and tasteful brand aesthetics woven into the event’s ambiance. The brand’s presence was both elegant and impactful, helping to set the tone for a relaxed and emotionally open atmosphere.

Olusegun Akinyemiju, Senior Brand Manager at Lord’s London Dry Gin, highlighted the brand’s strategic focus:
“What we’re building with Lord’s Gin is a lifestyle. One where music, storytelling, and premium experiences collide. Trace Live gives us the perfect stage to show up with culture, not just product. Last night was real, it was fun, and it was very Lord’s.”

The event reflected a growing trend in experiential marketing, with brands leveraging entertainment platforms to connect more authentically with modern, emotionally aware audiences.

Valentine Dibia, Digital and E-commerce Manager at Nigeria Distilleries Limited, emphasized this connection:
“Our audience is digitally connected and emotionally aware. Experiences like this one allow us to meet them where they are — online, on the ground, and in the moment. Lord’s Gin is no longer just on the shelf; it’s part of people’s lifestyle. This edition of Trace Live was about letting go of pretense and leaning into emotion, and that aligns with everything Lord’s Gin stands for.”

As the final notes faded and Johnny Drille waved to an adoring crowd, one thing became clear. In the right setting, with the right music, the right mood, and the right drink, even the hardest hearts can be moved.