L-R: A prize recipient and representatives alongside contestants at the BIGI and Fearless Soundcity OnTour music competition at Niger Delta University, Bayelsa State. The competition produced Opubo Oripokonari, aka Orange Leema, as winner; Oni Elizabeth, aka Lea Zee, as first runner-up; and Andaebi Isaac, aka Izic, as second runner-up.
By Peace Udugba
Rite Foods Limited, through its BIGI Carbonated Soft Drinks and Fearless Energy Drink brands, is partnering with Soundcity OnTour to bring music, entertainment and talent discovery to 20 tertiary institutions across Nigeria.
The 2026 campus tour has so far reached 14 institutions, including the University of Port Harcourt (UNIPORT) and Niger Delta University (NDU), Bayelsa State, with six campuses still to be visited.
The tour was held at the University of Port Harcourt from August 10 to 12 before moving to Niger Delta University from August 13 to 15, where students enjoyed three days of music, entertainment and talent discovery.
A major attraction of the tour is BIGI Music, a talent platform created to identify and support emerging Nigerian artistes. At each participating institution, talented performers compete for cash prizes, while outstanding performers stand a chance of progressing to the national stage.
National winners will also receive studio production support, A&R mentorship led by Bankulli, Soundcity Radio exposure and a professionally produced music video, giving them opportunities to develop their careers beyond the university environment.
According to Rite Foods, the partnership is part of its commitment to connecting 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.
Eze said BIGI and Fearless provide the company with an avenue to engage young Nigerians in environments that reflect their interests while supporting creativity and talent development.
The 2026 Soundcity OnTour has previously visited institutions including Pan-Atlantic University, Olabisi Onabanjo University, Yaba College of Technology, University of Lagos, University of Uyo, University of Calabar and Obafemi Awolowo University.
The tour is expected to continue across Nigeria through October.
The campus experience has attracted 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 also performed on the Soundcity stage.
Adedeji Adeniji, Executive Producer of Soundcity OnTour and Chief Operating Officer of Group8 Limited, described the UNILAG activation as a major highlight of the tour.
According to him, the event “truly set the bar,” citing the energy, turnout and resilience of students despite the heavy rainfall.
Other artistes who have featured on the tour include Teni, Falz, Iyanya, Qing Madi, DJ Spinall, Nasboi, Kunmie, Shoday, Guchhi, Priesst, Shine and TTW.
Following the successful activations at the University of Port Harcourt and Niger Delta University, Soundcity OnTour moves to Ahmadu Bello University, Zaria, Kaduna State, from August 18 to 20.
The partnership continues to provide young Nigerian music creators with opportunities to showcase their talents, connect with audiences and build pathways towards professional music careers.
Suggested Categories: Entertainment, Music, Business, Youth & Lifestyle, Education
