By Ayomide Otitou
Rite Foods Limited is connecting with young Nigerians through music, entertainment and interactive brand experiences as BIGI and Fearless Energy Drink take part in Soundcity On Tour 2026.
The nationwide tour, which will visit 20 tertiary institutions, is bringing live entertainment, talent discovery and brand engagement closer to thousands of Nigerian students.
The partnership marks a shift towards experience-led engagement, with students participating directly in activities rather than simply interacting with traditional brand advertisements.
Across participating campuses, students are taking part in live performances, competitions, talent showcases and interactive activities designed around their interests and lifestyles.
At the University of Lagos, more than 5,000 students attended the tour despite rainfall. The event featured performances by leading artistes and activities including the BIGI Music Competition, which offered prizes worth more than ₦5 million, including scholarships.
The initiative builds on BIGI’s involvement in youth-focused entertainment platforms, including its sponsorship of Nigerian Idol, which has supported music talent discovery across multiple seasons.
Head of Marketing, Rite Foods Limited, Toyin Nnodi, said the company was focused on creating experiences that allow consumers to actively engage with its brands.
“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.
As Soundcity On Tour continues to the University of Port Harcourt and other institutions, BIGI and Fearless are using the platform to strengthen their engagement with young consumers through entertainment and shared experiences.
