L-R: Mrs Ruth Mark, Brand Manager, SOSA; Mrs Temilade Adu, Corporate Communications Manager, Rite Foods Limited; Biola Aransiola, Brand Manager, Bigi; and Adetutu Adedoyin, Assistant Brand Manager, Bigi, at the Bigi X Fearless Soundcity On Tour Media Update Session in Lagos on August 12, 2026
By Peace Udugba
20-Campus Tour Creates Platforms for Music Discovery, Youth Expression and Cultural Innovation
Nigeria’s emerging generation of creators is receiving a bigger platform as Soundcity On Tour 2026, powered by Rite Foods Limited’s BIGI and Fearless Energy Drink brands, continues its nationwide journey across 20 tertiary institutions.
The partnership underscores Rite Foods’ commitment to supporting young Nigerians by creating platforms where creativity, talent and self-expression can thrive.
With young Nigerians increasingly shaping music, entertainment and popular culture, BIGI and Fearless are connecting with a generation that is not only consuming culture but also actively creating it.
The initiative builds on BIGI’s longstanding support for Nigerian music through its sponsorship of Nigerian Idol, where aspiring artistes have gained opportunities to showcase their talents and pursue professional careers.
Soundcity On Tour has expanded from 10 institutions at its 2023 debut to 20 campuses in 2026, featuring live performances, talent showcases and immersive experiences across leading Nigerian tertiary institutions.
The tour has already visited campuses including Pan-Atlantic University, Olabisi Onabanjo University, Yaba College of Technology, the University of Lagos, the University of Uyo, the University of Calabar, Obafemi Awolowo University and the University of Ibadan.
At the University of Lagos, more than 5,000 students attended the event despite heavy rainfall, while over 25 emerging artistes performed alongside established stars, including Qing Madi, Falz, Joeboy, Wande Coal and Mr P of P-Square.
Speaking on the initiative, Toyin Nnodi, Head of Marketing, Rite Foods Limited, said:
“Young Nigerians are shaping the future of culture every day. Through BIGI and Fearless, we want to support that creativity by providing platforms where talents can be discovered, celebrated and encouraged.”
The next stop on the tour is the University of Port Harcourt, as BIGI and Fearless continue their engagement with young Nigerians across the country.
Beyond entertainment, Soundcity On Tour represents a celebration of Nigeria’s creative future and the young people driving the country’s evolving music and cultural landscape.
