By Ayomide Otitoju
Rite Foods Limited, through its BIGI Carbonated Soft Drinks and Fearless Energy Drink brands, has partnered with Soundcity OnTour to take music, entertainment and talent discovery to 20 tertiary institutions across Nigeria.
The 2026 campus tour has completed activations at 14 institutions, with six more campuses scheduled as the nationwide programme continues through October.
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, where students participated in three-day programmes featuring music, entertainment and talent competitions.
A major feature of the tour is BIGI Music, a platform created to identify and support emerging artistes. At each participating institution, student performers compete for cash prizes, with outstanding talents advancing to the national stage.
National winners will also receive studio production support, A&R mentorship from Bankulli, Soundcity Radio exposure and a professionally produced music video.
Rite Foods said the partnership was designed to connect with young Nigerians while creating opportunities for creativity, self-expression and talent development.
“Young people are not waiting for culture to happen; they are creating it every day,” said Ekuma Eze, Head of Corporate Affairs and Sustainability at Rite Foods Limited.
Eze said BIGI and Fearless provide the company with an opportunity to engage young Nigerians in an environment that reflects their interests while supporting emerging talent.
The tour has previously visited institutions including Pan-Atlantic University, Olabisi Onabanjo University, Yaba College of Technology, the University of Lagos, the University of Uyo, the University of Calabar and Obafemi Awolowo University.
The programme has also attracted significant student participation. At the University of Lagos, more than 5,000 students attended despite heavy rainfall, with 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 during the UNILAG activation.
Adedeji Adeniji, Executive Producer of Soundcity OnTour and Chief Operating Officer of Group8 Limited, described the UNILAG activation as a major highlight of the tour, praising the turnout and enthusiasm of students despite the weather.
Other artistes who have performed during the tour include Teni, Iyanya, DJ Spinall, Nasboi, Kunmie, Shoday, Guchhi, Priesst, Shine and TTW.
Following the successful activations in Port Harcourt and Bayelsa, the tour moves to Ahmadu Bello University, Zaria, Kaduna State, from August 18 to 20.
The organisers said the initiative would continue providing young Nigerian music creators with opportunities to showcase their talents, connect with audiences and develop their careers.
