BIGI, Fearless Take Soundcity OnTour to 20 Nigerian Campuses

By Adebola Muili

Rite Foods Limited, through its BIGI Carbonated Soft Drinks and Fearless Energy Drink brands, has partnered Soundcity OnTour to connect with students across 20 tertiary institutions nationwide, combining music, entertainment and talent discovery.

The 2026 campus tour has so far reached 14 institutions, with the latest activations held at the University of Port Harcourt (UNIPORT), Rivers State, from August 10 to 12, and Niger Delta University (NDU), Bayelsa State, from August 13 to 15.

According to Rite Foods’ Head of Corporate Affairs and Sustainability, Ekuma Eze, the partnership is designed to create opportunities for young Nigerians to express their creativity while supporting emerging talents.

From left: 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.

“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,” Eze said.

He added that BIGI and Fearless provide the company with an avenue to engage young Nigerians in an environment that reflects their interests while supporting creativity and talent development.

A major attraction of the tour is BIGI Music, a talent platform created to discover and support emerging artistes. At each participating institution, student performers compete for cash prizes, with outstanding talents given opportunities to progress to the national stage.

Beyond the cash rewards, national winners are expected to benefit from studio production, A&R mentorship led by Bankulli, Soundcity Radio exposure and a professionally produced music video.

The 20-campus tour 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.

Celebrating talent and big dreams: Winners of the BIGI Music competition at Niger Delta University proudly display their prizes as Soundcity OnTour brings music, opportunity, and unforgettable moments to Bayelsa.

At the University of Lagos, more than 5,000 students reportedly turned out despite 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 took the Soundcity stage.

Speaking on the impact of the tour, the Executive Producer of Soundcity OnTour and Chief Operating Officer of Group8 Limited, Adedeji Adeniji, described the UNILAG activation as an experience that “truly set the bar,” citing the turnout, energy and resilience of students despite the weather.

Other artistes who have featured on the tour include Teni, Falz, Iyanya, Qing Madi, DJ Spinall, Nasboi, Kunmie, Shoday, Guchhi, Priesst, Shine and TTW.

With 14 of the 20 planned campus activations completed, the tour is scheduled to move to Ahmadu Bello University (ABU), Zaria, Kaduna State, from August 18 to 20, as the organisers continue their nationwide search for emerging music talents.

The 2026 Soundcity OnTour is expected to continue through October, providing students and young artistes with platforms to showcase their talents, connect with audiences and pursue opportunities beyond the campus environment.