How Jay Breeze is Making Lagos a Global Stop Point with To The Max
Jay Breeze is the nightlife and entertainment connoisseur driving the resurgence of Lagos as a global ‘stop’ destination, fueling a growing desire for international celebrities to connect and collaborate in the city. Through high-profile events like the upcoming “To The Max” (TTM), #DTFSundays, and Ridim and Vibes, featuring stars like Rubi Rose and Dess Dior; for the next edition. Jay Breeze bridges global cultures through entertainment. He envisions Lagos as a must-visit city and global hub, similar to Miami or Dubai. We spoke with him ahead of the exciting TTM event this Sunday, tagged #SaveTheSummer.
NoteSphere: As a Nigerian, how’s it being able to connect two different cultures together with the music, fashion, and lifestyle? How’s it like being that person?
Jay: So, honestly, I’ve always been somebody who’s been bigger, like me doing things that have global standards and considering myself born from Lagos. Being a cultural influencer in Lagos, I feel like I have a duty to put Lagos on the map as a global venue, as a global stop. The same way you make stops in Dubai or Miami and those major cities around the world, you have to make stops in Lagos for different reasons, just like in the entertainment sector I’m in right now—the events, the showbiz, the parties.
NoteSphere: That’s fire. You mentioned being from Lagos, so were you born in Lagos?
Jay: Yes, born and bred.
NoteSphere: I want to ask what you think the connection is with having American celebrities coming to Lagos. I mean, we had Druski here like a week ago to eat our food, listen to our music, and party with us. I’m curious, is it the music, or is it something more?
Jay: It’s the spirit. In Nigeria, everything we do, there’s passion. There’s a very strong spirit, a very strong mindset, and that’s always very contagious. I feel Nigerians and Americans share the same type of energy; that’s why I feel like the cultures connect.
NoteSphere: That’s real. I want to ask about the #DTFLifestyle and #DTFSundays. Are they the same party brand? What’s the difference?
Jay: Yes, it’s the same party brand. The #DTFLifestyle is the mother body for the party events, and we have different parties like TTM (To The Max) for different demographics under this, just to make sure everyone has access to top-notch entertainment.
NoteSphere: That’s cool asf. The TTM with Jay Breeze coming this Sunday, I think. I was seeing the lineups with people like Dess Dior, and DSF as the DJ.
Jay: Yes, and Rubi Rose just landed this morning!
NoteSphere: Yes, I just thought to myself that’s a fire combination of people, haha.
Jay: Exactly! Like I was telling my boys, I told them, “Yo, what we’re doing tonight to this city is a culture-changing moment. It’s a culture shift.” Even to the venue we decided to go back to—it’s like we’re taking people back to the roots, going back to a venue located on Elegushi Beach. You know, taking the culture back to where it started from. At some point in 2013/2012, anyone that partied at that time knew how crazy those vibes were on that street. First time in October, at this time a brand is throwing this kind of international party in October, so I think it’s a culture shift, and we’ll try our best to set the standards.
NoteSphere: Of course, of course. I mean, if we have these global figures coming to Nigeria, they have to come to see the best parties.
Jay: Exactly, and it won’t feel any different. There would still be vibes that we do here, but it doesn’t have to feel low-budget. You feel me? We have absolutely everything.
NoteSphere: I mean, I was seeing videos from Rubi at the airport. I was seeing Lambos and Corvettes, lol. So it has to be.
Jay: Mmhm, like shit got crazy! We got the Lambo, the Corvette, the Escalades, and we showed a good side. We were like, “Yes, it’s fucked up,” but at the same time, when you come to Lagos, it’s a stop city; you have to stop by.
NoteSphere: How are you, as a boy from Lagos, Nigeria, able to bring these international stars together and get a show done? How do you handle the logistics of everything?
Jay: Just before we jumped on this call, my guys were just going back and forth like, “Yo, how did we get here?” Because it’s been a rollercoaster, and it’s just determination. “I must do this; I don’t care.” If we wanna do it, we’re gonna do it right. And at this point, yeah, like in an hour, we probably sold about 60 percent of the tables already.
NoteSphere: And people are also turning up for it?
Jay: Yeahhh, so like it’s a thing. It’s similar to what we did in December; that was even a bigger venue because it was like 1600. Our plans in December are out of this world.
NoteSphere: So there’s another show coming in December?
Jay: OMG, December is about to be madness. Don’t play! It’ll probably be a weekend, like a whole weekend, and it’s about coming and having a great time. The bottom line is the vibe that we carry. The vibe that we sell; we’re always up for a good time as the name implies—DTF, down to flex.
NoteSphere: The whole brand with the parties and shows—do you plan to scale it up to something even much bigger?
Jay: OMG, like I said. You know what? I think I’ll answer this question again in December. We definitely have major plans. Like I said, we’re thinking it’s gonna be a weekend. We have major plans, and I wish I could spill it right now, haha. If today went this crazy, just think 20 times that crazy! Like we’re about to go for it. One secret about our shows is it’s a show and after-party all in one, so we put you in a space where you feel relaxed. We’re about to make it two times a year, if possible three times a year. My plan is to make it a hub. You know how far America is from Nigeria? But we’ll keep it small and just more than December, and economically it’ll help grow the economy.
NoteSphere: Definitely would. The tourism basically and entertainment—of course, the party is about the music, party, and vibes. With Dess Dior being a performing act, I want to ask, there’s a rumor that TTM brought about her smash hit with Darkoo. Is that true?
Jay: It’s not a rumor; it’s facts. What we did was we were in Lagos when we did a shop TTM, so Darkoo pulled up because Darkoo is a friend to the house. She linked up with the girls, so she pulled up, came for the show. I think she knew who Dess was but never met her. Then the next day, we had a private beach party where they really met and had time to chill, and that’s how the song came about. I feel that’s a proper TTM song, and the plan was to also get Darkoo to pull up and be on stage with Dess Dior on the same stage at the party where the song was initiated. That’ll be some cultural moment there.
NoteSphere: As a person, you obviously try to have relationships with celebrities and big personalities but I’m curious, How did you get rubi rose to come all the way to Lagos Nigeria for a show?
Jay: The way I brought Rubi Rose to come to Nigeria. It felt like magic, like something was going wrong with one of my headliners, and I was like, ‘I won’t let you, like, whine me.’ I was like, ‘You know what, let me take care of myself.’ So I made my call, and in less than 24 hours, I got Rubi to agree to come to Nigeria. In less than a week, she got on a flight. So, like with Rubi, she’s so kind. I can’t even overemphasize try the energy she gave me. Also Shout out to my girl Yatta; she came through and pulled some strings for me, I won’t lie, because this is something people do this for a month or two. Like You’re not flying to LA or Philly; you can’t just pick your bag and leave all the way to Africa. So it’s like just thank God for life. Lowkey, everything I do, I try my best to keep it honest, straight, and real.
NoteSphere: people like you who are able to influence the culture with acts/ people to come over to Nigeria to party, chill, or make music is a great thing, so Lastly about the show, I want to ask, the event is coming on Sunday, and another one is coming in December. What should people expect from the TTM team from the parties?
Jay: Hmm, expect the most curated parties of all time. We’re gonna have something in December—a special DTF Sundays for December, specially curated for five Sundays and a major TTM this December for Lagos and Ghana. Also, the Nuggets brunch from London to Nigeria, so we definitely put up all the calendars and website so people know what the festive lineup is looking like from #DTFLifestyle.
NoteSphere: Fire, fire! This is like the Detty December, isn’t it? Haha.
Jay: This is like me now kickstarting them!
NoteSphere: Haha, I appreciate you talking to us for this whole thing. I wish you the best. I wish I could see it, but I don’t think I would because I’m not in Lagos at the moment.
Jay: I feel you! For sure, anytime you’re in town, just let me know. Hit me up; you’re welcome to any of my parties; it’s on the house!
