Blue Skies Company Limited, producers of fruit juice, has rolled out a dance initiative to promote Ghanaian culture and create opportunities for young people to explore their talents in the creative arts.

The programme, dubbed: “Vibe with Blue Skies Zest Dance Challenge”, was introduced following the launch of the company’s new Zest product onto the Ghanaian market with the aim of bringing people together through dance, which it described as a key aspect of the Ghanaian lifestyle.

The challenge, which seeks to encourage young people to showcase their talents, was opened to the public through an online enrolment process that allowed participants across the country to submit dance videos on social media platforms.

Winners were awarded at the Achimota Retail Centre on April 22, this month.

Afrotyza, who  emerged the winner, received a prize of GH¢10,000. Jellywest received GH¢6,000 for placing second. Team Warriors Dance Crew secured the third position and received GH¢4,000, alongside other souvenirs.

Significance

The Head of Foundation, Brand Communication and Public Affairs of the company, Alistair Djimatey, said the initiative formed part of activities to mark Heritage Month, during which the company sought to identify elements that defined Ghanaians, with dance emerging as a strong unifying factor.

“We saw dancing as one of the things that brings all of us together”, he said.

Mr Djimatey said the programme was designed to give young people who had an interest in dance the opportunity to showcase their abilities, while also engaging a wider audience across the country through an online platform that assessed participants based on followership, comments and engagement.

Mass participation

Mr Djimatey said the response to the competition had been overwhelming, with participation figures running into thousands, which indicated a strong interest among the youth in creative expression.

He said beyond entertainment, the initiative had highlighted dance as a viable profession, noting that many young people could build careers from it, contrary to the perception that it was not a serious economic activity.

Mr Djimatey said the programme had also brought together stakeholders in the dance industry, including the University of Ghana’s Department of Dance and Culture, whose participation underscored the importance of dance in national development.

He further said that the competition had not only promoted the company’s product, but had also helped to bring people together and projected Ghanaian culture, adding that it had exposed many talented individuals who would be motivated to pursue their craft.

The initiative formed part of activities to mark Heritage Month, during which the company sought to identify elements that defined Ghanaians, with dance emerging as a strong unifying factor.