Lagos: The organisers 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., shared this during a media update session on the ongoing Bigi X Fearless Soundcity in Lagos on Wednesday.
According to News Agency of Nigeria, the nationwide tour spans 20 campuses and involves digital submissions, campus auditions, regional competitions, and a grand finale in Abuja. Participants stand to win cash prizes and receive career support after the competition. Each campus will 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 includes the Fearless Dance Challenge, which blends music and dance, helping students explore their talents, build confidence, and gain exposure. Aransiola highlighted that this initiative diff
ers from conventional sponsorship, as it offers young creatives opportunities beyond merely consuming a product. The objective is 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,” Aransiola stated. She explained that contestants enter the music competition by downloading a designated song, recording over its instrumental version, and tagging Soundcity. Entries are reviewed by Soundcity’s talent spotters ahead of campus auditions.
The national winner is entitled to two songs, a music video, media promotion, and mentorship on managing fame. Selected contestants may also receive guidance from industry judges. 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. Approximately 25
emerging artists have performed alongside established stars such as Qing Madi, Falz, Joeboy, Wande Coal, and Mr P of P-Square at UNILAG.