BIGI, Fearless Take Campus Experience To 20 Nigerian Universities

By Adebola Muili

BIGI and Fearless Energy Drink, brands of Rite Foods Limited, have intensified their engagement with Nigerian youths through the 2026 Soundcity On Tour, a nationwide campus activation combining music, talent discovery and interactive consumer experiences.

The tour, which has been expanded from 10 institutions in 2023 to 20 tertiary institutions in 2026, is taking live entertainment, student talent showcases, competitions and brand activities to campuses across the country.

The initiative has already visited institutions including Pan-Atlantic University, Olabisi Onabanjo University, Yaba College of Technology, University of Lagos, University of Uyo, University of Calabar, Obafemi Awolowo University and University of Ibadan, with the University of Port Harcourt billed as the next stop.

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

At the University of Lagos, more than 5,000 students participated in the event despite heavy rainfall, with performances from artistes including Qing Madi, Falz, Joeboy, Wande Coal and Mr P of P-Square. More than 25 emerging artistes also showcased their talents on the Soundcity stage.

The University of Ibadan edition featured performances by Niniola, Qing Madi, Kunmie, Kodie and Priesst, alongside emerging campus talents.

According to the organisers, the partnership between BIGI, Fearless and Soundcity On Tour represents a shift from conventional brand communication towards experience-led engagement, allowing young consumers to actively participate in activities built around their interests, creativity and lifestyle.

Speaking on the initiative, Head of Marketing, Rite Foods Limited, Toyin Nnodi, said the brands were focused on building stronger connections with young Nigerians by creating opportunities for creativity and self-expression.

“Today’s consumers want brands that understand them and create experiences they can be part of. Through BIGI and Fearless, we are building stronger emotional connections by bringing entertainment, creativity and opportunities directly to young Nigerians,” Nnodi said.

She added that the initiative was also designed to support the country’s emerging creative talent.

“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,” she said.

Also speaking, Executive Producer of Soundcity On Tour and Chief Operating Officer of Group8 Limited, Adedeji Adeniji, said the campus tour was providing an avenue to discover and celebrate the diversity of Nigeria’s emerging creative talents.

“Every campus has its own identity, sound and community of emerging stars. This tour allows us to discover and celebrate the unique creativity across Nigeria,” Adeniji said.

The organisers said BIGI’s involvement in youth-focused entertainment also builds on its longstanding sponsorship of Nigerian Idol, through which aspiring artistes have received platforms to showcase their talents.

As the tour proceeds to the University of Port Harcourt and other institutions, BIGI and Fearless said they would continue to use music, entertainment and interactive experiences to connect with young Nigerians while supporting the country’s growing creative culture.