CYRIACUS IZUEKWE
Rite Foods Limited is taking its brands, BIGI Carbonated Soft Drinks and Fearless Energy Drink, directly to Nigerian students through a nationwide partnership with Soundcity OnTour 2026. The campus experience is designed to combine music, entertainment, and talent discovery, giving young people a platform to showcase creativity and advance their careers.
So far, the tour has completed activations at 14 out of 20 tertiary institutions across Nigeria. Recent stops included the University of Port Harcourt from August 10 to 12, and Niger Delta University in Bayelsa State from August 13 to 15. At each campus, students enjoyed three days of live performances, interactive brand experiences, and talent competitions.
A key feature of the tour is BIGI Music, a talent discovery platform created to spotlight emerging artistes. On each campus, performers compete for cash prizes. Standout talents also get the chance to move to the national stage where the stakes are higher.
National winners will receive a full career support package that includes professional studio production, A&R mentorship led by Bankulli, airplay and interviews on Soundcity Radio, and a professionally produced music video. The goal is to help campus artistes transition from local performances to mainstream visibility.
According to Ekuma Eze, Head of Corporate Affairs and Sustainability at Rite Foods Limited, the initiative reflects the company’s commitment to engaging young Nigerians authentically.
“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,” he said.
He added that BIGI and Fearless are providing an environment where students can express themselves while building skills and confidence in music and entertainment.
The tour has recorded strong student turnout across locations. At the University of Lagos, over 5,000 students attended despite heavy rainfall to watch performances from Qing Madi, Falz, Joeboy, Wande Coal, and Mr P of P-Square. More than 25 emerging artistes also performed on the Soundcity stage that day.
Adedeji Adeniji, Executive Producer of Soundcity OnTour and Chief Operating Officer of Group8 Limited, described the UNILAG activation as a benchmark for the tour. He praised the energy, participation, and resilience of students.
Other institutions visited earlier in the year include Pan-Atlantic University, Olabisi Onabanjo University, Yaba College of Technology, University of Uyo, University of Calabar, and Obafemi Awolowo University. Performers at various stops have included Teni, Iyanya, DJ Spinall, Nasboi, Kunmie, Shoday, Guchi, Priesst, Shine, and TTW.
With 6 campuses left, the tour will continue through October. The next stop is Ahmadu Bello University, Zaria, Kaduna State, scheduled for August 18 to 20.
Through Soundcity OnTour, BIGI and Fearless say they are committed to supporting the next generation of Nigerian music creators by giving them visibility, resources, and a national audience.
