The organizers of the Bigi Soundcity On Tour say the initiative is creating a platform for emerging campus talents to develop their skills and tap into Nigeria’s creative economy.
Biola Aransiola, Brand Manager, Bigi, a subsidiary of Rite Foods Ltd., said this during a media update session on the ongoing Bigi X Fearless Soundcity in Lagos on Wednesday.
Aransiola said that the nationwide tour across 20 campuses involves digital submissions, campus auditions, regional competitions, and a grand finale in Abuja.
According to her, participants stand to win cash prizes and receive career support after the competition. She said each campus would produce five finalists from auditions, with the top three receiving ₦500,000, ₦350,000 and ₦150,000 respectively, while the winner advances to regional competition.
The tour also features the Fearless Dance Challenge. It blends music and dance to help students explore their talents, build confidence, and gain exposure.
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Aransiola said the initiative differed from conventional sponsorship because it offered young creatives opportunities beyond consuming a product.
She added that the objective was to identify talent early and provide support capable of moving young creatives from the classroom toward sustainable careers. “We’re part of that journey from the beginning to the end,” she said.
She further said the contestants enter the music competition by downloading the designated song, recording over its instrumental version, and tagging Soundcity. According to her, entries are reviewed Soundcity’s talent spotters ahead of campus auditions.
According to her, the national winner is entitled to two songs, a music video, media promotion, and mentorship on managing fame. In addition, selected contestants may receive guidance from industry judges.
It was reported that the tour has already visited campuses including Pan-Atlantic University; Olabisi Onabanjo University; Yaba College of Technology; University of Lagos, UNILAG; University of Uyo; University of Calabar; Obafemi Awolowo University and University of Ibadan.
About 25 emerging artistes performed alongside established stars including Qing Madi, Falz, Joeboy, Wande Coal and Mr. P of P-Square at UNILAG.
NAN
