NIGERIA: Organisers Name Laide Bakare As Face Of 2025 Osun Osogbo Festival

By Ameenat Hamzat, Lagos, Nigeria 

Organisers of the Osun Osogbo Festival have named Nollywood actress and cultural advocate Laide Bakare, as the official face of the 2025 edition.

The announcement, made on Monday, introduces a fresh narrative for the sacred festival through a campaign titled “I’m Laide. I’m Culture.”

The promotional video, released across official digital platforms of the Osun state government, captures Bakare in a visually striking production that merges Yoruba tradition with contemporary style and storytelling.

Bakare, who hails from Osun State, described her new role as an invitation for wider participation. In the video, she said the festival would not only celebrate heritage but also welcome collaborations across fashion, technology, media, and entrepreneurship.

She said, “This isn’t just a celebration, it’s a collaboration. We’re opening the doors to fashion, tech, beauty, media, creators, and brands to join us in elevating Africa’s biggest spiritual festival into a global movement.”

The 2025 edition, scheduled for August in Osogbo, will feature the traditional procession to the Osun Sacred Grove while also introducing new events aimed at youth engagement and global participation.

According to the statement, the festival organisers revealed that they have included a cultural pageant, a tech fusion experience, an entrepreneurial fair, a celebrity walk of elegance, and a Pan-African summit in this year’s lineup.

The statement stated that these additions will position the festival as not only a spiritual gathering but also a platform for economic exchange, creativity, and international dialogue.

The Osun Osogbo Festival, which UNESCO recognises as a World Heritage event, has run for over six centuries and remains one of the most significant spiritual pilgrimages in Africa.

Each year, thousands of visitors, including members of the African diaspora, converge on Osogbo to honour the river goddess Osun and reconnect with ancestral roots.

This year, organisers say they aim to expand the festival’s reach to millions across digital platforms, television, and streaming services. They have extended invitations to global brands, media outlets, influencers, and content creators to participate in what they describe as the festival’s most ambitious edition yet.

The statement also emphasised the unique opportunity the festival offers to sponsors, highlighting its cultural credibility, access to Nigeria’s vibrant youth demographic, and deep-rooted royal endorsement from the Ataoja of Osogbo, Oba Jimoh Olanipekun Oyetunji Larooye II.

Bakare urged brands and creatives to seize the opportunity to be part of history.

“If you’re ready to go big, make history, and leave your mark on the world, then join me. Because this year, we’re not just celebrating Osun, we’re elevating it.”

The Osun Osogbo Festival 2025 will take place in August in Osogbo, Osun State. Organizers encourage interested partners to visit [www.osunosogbo.com.ng](http://osunosogbo.com.ng) or contact [partnerships@osunosogbo.com.ng](mailto:partnerships@osunosogbo.com.ng) for inquiries.