By Ayomide Otitoju
The search for Nigeria’s next Afrobeats sensation began on Friday as MTN’s new talent show, Next Afrobeats Star (NAS), opened its regional auditions at Ultima Studios in Lagos. By 5 a.m., aspiring artists from across the country had gathered at the venue, some traveling in from other states, all eager to showcase their talent on a global stage.
The Lagos auditions, running from September 5 to 8, mark the first stage of the nationwide search. Contestants have 90 seconds before a panel of seasoned A&R executives to prove themselves, with successful acts advancing to the next round. Outside the audition rooms, hopefuls kept spirits high with freestyle battles, karaoke sessions, games, and storytelling.
For 19-year-old MUSON graduate and university student Chiliezie Ihekwere, better known as JCIE, the competition is a culmination of her artistic journey. “From my mum’s tummy, I’ve been a dancer,” she said, guitar in hand. Transitioning from science studies to music, she credited her progress to faith, family, and unwavering support. On audition day, her mother was on hand to cheer her on.
Persistence also defines contestants like Daniel Ibiye Aneke, an artist and record label executive. He recalled being inspired in secondary school while rapping M.I.’s Safe. “When I started, nobody liked it. Years later, people started liking my stuff. My dad even started calling me by my artist name,” he said, reflecting on a journey that began with doubt but grew into acceptance.
Next Afrobeats Star, a collaboration between MTN and Ultima Studios, is designed to discover and elevate Nigeria’s next global music export. “At MTN, we believe every Nigerian deserves a chance to be connected, seen, heard, and celebrated,” said Onyinye Ikenna-Emeka, MTN’s Chief Marketing Officer.
Winners stand to gain lucrative opportunities, including a $100,000 music deal from ONErpm and Ultima Studios’ U-Records. The top four finalists will also secure individual deals ranging from $25,000 to $75,000. They will further benefit from mentorship and production collaborations with industry heavyweights Sarz, P. Prime, Andre Vibes, and Puffy Tee, who will also serve as judges.
Following Lagos, auditions will continue in Abuja from September 13–14 and in Port Harcourt from September 20–21.
