By Ayomide Otitoju
MTN Nigeria has unveiled Next Afrobeats Star (NAS), a music reality competition aimed at discovering and elevating the next generation of Afrobeats artists. The launch event took place on Saturday, August 2, 2025, at the MTN Rooftop Event Centre in Ikoyi, Lagos.
Onyinye Ikenna-Emeka, MTN Nigeria’s Chief Marketing Officer, described the initiative as a platform where raw talent meets real opportunity.
“Next Afrobeats Star is a bold initiative to discover and elevate the next global icon of Afrobeats. Talent knows no boundaries, and neither should opportunity,” she said, highlighting MTN’s goal to reach every corner of Nigeria and connect, celebrate, and amplify young talent.
The show, a partnership between MTN Nigeria, Ultima Studios, and global music company ONErpm, will award the winner a $100,000 music deal through ONErpm and U-Records. Four other finalists will also receive deals ranging from $25,000 to $75,000.
Ikenna-Emeka noted that the competition aligns with the Nigerian Government’s Destination 2030 strategy, aimed at positioning Nigeria as Africa’s leading hub for creative excellence by 2030.
Ultima Studios brings decades of production expertise to NAS. Femi Ayeni, CEO of Ultima, explained the show’s unique approach:
“For the first time, producers and beat-makers will record original songs for contestants. While they perform covers, their original tracks will determine their success on the show.”
The producers for the series include Andre Vibez, Puffy Tee, Sarz, and P. Prime.
Oluwabori Richards, Head of Content at Ultima Studios, outlined the audition process. Interested participants can register digitally by texting NAS to 13013 and following the provided link to submit entries using instrumentals from the show’s producers. Regional auditions will also be held in Jos, Enugu, and Lagos, allowing applicants to perform in person or digitally.
From these submissions, 300 contestants will be shortlisted for the first round, where they will perform before the judges.
The competition aims not only to discover talent but also to nurture it through professional development, mentorship, and access to industry-standard resources. Nigerians interested in applying can text NAS to 13013 using an MTN line or visit mtn.ng/NAS for more information.
