Every December, Africa changes pace. It is not sudden, and it is not planned. It simply happens. Airports fill. Streets grow louder. Old playlists return. Across cities on the continent, there is a sense that something is beginning again. For Africans living abroad, this is the moment they wait for. Flights arrive from London, Toronto, Atlanta, Paris, Dubai and elsewhere, carrying people who have learnt to live far from home but never fully detached from it. December is when many of them return—not just to visit, but to reconnect. At the centre of this seasonal migration sits FirstBank’s DecemberIssaVybe (DIAV). What started as a customer rewards initiative has, over time, become something far more significant. It has grown into a cultural reference point, quietly shaping how December is experienced across Nigeria and beyond. When DIAV was introduced in 2018, its purpose was straightforward: give customers access to concerts, theatre shows and festivals during the busiest month of the year. What followed was less predictable. The campaign began to take on a life of its own, embedding itself into the rhythms of the festive season. For many Africans in the diaspora, returning home in December is now inseparable from the DIAV experience. FirstBank’s ability to sit comfortably within the culture is rooted in how it has survived for over a century. At 131 years old, the bank’s relevance has never come from age alone. It has endured by paying attention—by aligning itself with how people live, celebrate and gather. DecemberIssaVybe reflects that instinct. It is not simply about entertainment. It is about shared experience.

When December Found Its Soundtrack

DIAV arrived just as Nigeria’s “Detty December” culture was beginning to draw international attention. FirstBank moved quickly, positioning itself at the heart of the festive rush. Major concerts featuring Wizkid, Davido and Burna Boy drew packed audiences. Theatre productions welcomed families who had not attended live performances in years. Musicals such as Moremi and Kakadu reached younger audiences, while diaspora returnees found an easy entry point into the city’s cultural life. By 2019, DecemberIssaVybe was no longer a novelty. It had become part of the season’s expectations. Tickets sold out early. Venues filled fast. The appeal was simple: access without the stress that often defines December entertainment. Even the disruption of 2020 did not break that connection. As live events paused worldwide, DIAV adapted. Virtual concerts and livestreamed performances became a way to keep audiences engaged and to support creatives at a time when the industry faced real uncertainty. When live events returned in 2021, the atmosphere shifted instantly. Performances by Simi, Adekunle Gold and Fireboy were met with audiences eager to gather again. Fireboy’s “Peru” became an unofficial anthem for reunions delayed by years. Families who had not shared the same space since 2019 did so again, filling venues with sound and relief. By 2022, DIAV had become a driving force rather than a supporting act. Asake’s rise translated into sold-out arenas. Burna Boy delivered performances that defined the season. Theatre regained its footing, proving that December was not only about music but about storytelling as well. In 2023, the campaign shifted tone once again. A Night of Queens brought together Tiwa Savage, Simi, Yemi Alade, Teni, Waje, Niniola and Dope Caesar in a rare all-female showcase that stood out across the season. Theatre audiences returned for Kakadu the Musical, while comedy shows by Ali Baba and Basketmouth filled halls night after night. By 2024, DecemberIssaVybe had widened its scope even further. Comedy, fashion, lifestyle events, Christmas experiences and large-scale concerts all fell under its banner. What had begun as a rewards campaign was now clearly one of December’s cultural engines.

Taking December Online

In 2025, FirstBank introduced Vybe Hub, a digital platform designed to bring every part of the DIAV experience into one place. For Africans in the diaspora—many of whom plan their December trips months ahead—the platform changed how the season was navigated. Vybe Hub offered early ticket access, exclusive rewards, cashback incentives and occasional giveaways. It also featured the Vybe Wall of Fame, where users could share photos and videos from their December experiences, building a collective archive shaped by the community itself. For brands and creatives, the platform was a meeting point with one of the continent’s most engaged audiences during its busiest cultural period. For travellers, the benefit was practical. December no longer needed to be improvised. Events were planned. Tickets secured early. Whether logging in from New York, Nairobi, Manchester or Montreal, users could arrive home with their festive calendar already mapped out. The introduction of DIAV bundles—Starter, Premium and Ultimate—added another layer of choice, each reflecting a different kind of December experience, from first-time visitors to seasoned regulars and committed festive enthusiasts. The Vybe Hub mirrored the diversity of the audience.

Culture That Carries On

The lasting impact of DecemberIssaVybe is not limited to December. By consistently supporting concerts, theatre, fashion and comedy, FirstBank has helped sustain industries that now sit at the heart of Africa’s global cultural influence. Musicians, actors, designers, comedians, producers and emerging creatives have all benefited from an ecosystem that treats culture as both expression and livelihood. For Africans abroad, DIAV remains a familiar point of return. For those at home, it reinforces the value of shared celebration. And for the continent, it stands as proof that Africa’s creative energy is not seasonal—even if December is when it shines brightest. The 2025 DecemberIssaVybe once again welcomed a global community home louder, richer and, for many, unforgettable.