Rite Foods Limited, through its BIGI Carbonated Soft Drinks and Fearless Energy Drink brands, has partnered with Soundcity OnTour to bring music, entertainment and talent discovery to 20 tertiary institutions across Nigeria.
The 2026 Soundcity OnTour has completed activations at 14 institutions, including the University of Port Harcourt and Niger Delta University in Bayelsa State, as the nationwide campus experience continues to connect students with emerging talents and opportunities to advance their creative careers.
The tour visited the University of Port Harcourt from August 10 to 12 before moving to Niger Delta University from August 13 to 15, with each campus hosting three days of music, entertainment and talent discovery.
A key feature of the tour is BIGI Music, a talent platform created to discover and support emerging artistes. At participating campuses, performers compete for cash prizes, while outstanding talents have the opportunity to progress to the national stage.
Beyond the cash prizes, national winners will receive studio production support, A&R mentorship led by Bankulli, Soundcity Radio exposure and a professionally produced music video. The initiative is designed to give promising artistes the resources and visibility needed to take their music beyond the university environment.
According to Rite Foods, the partnership reflects its commitment to engaging authentically with young Nigerians while creating platforms for creativity, self-expression and talent development.
“Young people are not waiting for culture to happen; they are creating it every day. From the music they make and listen to, to the trends they set and the conversations they influence, they are shaping what comes next,” said Ekuma Eze, Head of Corporate Affairs and Sustainability, Rite Foods Limited.
He added that BIGI and Fearless enable the company to engage young Nigerians in an environment that reflects their passions while supporting creativity and talent development.
The 2026 edition of Soundcity OnTour is scheduled to visit 20 tertiary institutions nationwide, with 14 campuses completed and six remaining. Previous stops have included Pan-Atlantic University, Olabisi Onabanjo University, Yaba College of Technology, University of Lagos, University of Uyo, University of Calabar and Obafemi Awolowo University, among others. The tour is expected to continue through October.
The tour has also recorded significant student participation. At the University of Lagos, more than 5,000 students braved heavy rainfall to watch performances by Qing Madi, Falz, Joeboy, Wande Coal and Mr P of P-Square, while more than 25 emerging artistes took to the Soundcity stage.
Speaking on the tour’s impact, Adedeji Adeniji, Executive Producer of Soundcity OnTour and Chief Operating Officer of Group8 Limited, said the UNILAG experience “truly set the bar,” citing the exceptional energy, turnout and resilience of students despite the weather.
With performances from artistes including Teni, Falz, Iyanya, Qing Madi, DJ Spinall, Nasboi, Kunmie, Shoday, Guchhi, Priesst, Shine and TTW, Soundcity OnTour continues to blend live entertainment with opportunities for emerging Nigerian music talents.
Following the successful activations at the University of Port Harcourt and Niger Delta University, the tour moves to Ahmadu Bello University, Zaria, Kaduna State, from August 18 to 20.
Through the Soundcity OnTour partnership, BIGI and Fearless are providing young Nigerian music creators with platforms to showcase their talents, connect with audiences and pursue opportunities that could take their careers beyond the campus stage.
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