Through its partnership with ‘Soundcity On Tour’, Rite Foods is creating a platform where music, entertainment and talent discovery meet, giving young Nigerians the opportunity to express themselves and take their creativity further.
The 2026 Soundcity On Tour has now completed activations at 14 tertiary institutions across Nigeria, including University of Port Harcourt and Niger Delta University, Bayelsa State, as the nationwide campus experience continues to connect with students and emerging talents.
The tour hit University of Port Harcourt from August 10-12, before moving to Niger Delta University from August 13–15, delivering three days of music, entertainment and talent discovery at each institution.
A major highlight of the experience is BIGI Music, a talent platform designed to discover and support emerging artistes. At each participating campus, talented performers compete for cash prizes, while exceptional performers have the opportunity to advance to the national stage.
Beyond the cash prize, national winners will benefit from studio production, A&R mentorship led by Bankulli, Soundcity Radio exposure, and a professionally produced music video, providing the support needed to take their music beyond the campus environment.
According to Ekuma Eze, Head of Corporate Affairs and Sustainability, Rite Foods, the partnership reflects the company’s commitment to connecting authentically with young Nigerians while creating opportunities for creativity, expression and talent development.
“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,” he said.
Eze added that BIGI carbonated soft drink and Fearless energy drink allow the company to engage young Nigerians in an environment that reflects their passions, while supporting creativity and talent growth.
This year’s edition of Soundcity On Tour is visiting 20 tertiary institutions across Nigeria, with 14 campuses now completed and six more to go.
Previous stops have included Pan-Atlantic University, Olabisi Onabanjo University, Yaba College of Technology, University of Lagos, University of Uyo, University of Calabar, Obafemi Awolowo University and others, with the tour set to continue through October.
The tour has continued to attract impressive student participation. At the University of Lagos, more than 5,000 students braved heavy rainfall to witness performances from Qing Madi, Falz, Joeboy, Wande Coal and Mr P of P-Square, while over 25 emerging artistes performed on the Soundcity stage.
Speaking on the tour’s impact, Adedeji Adeniji, Executive Producer of Soundcity On Tour and Chief Operating Officer of Group8 Limited, said the UNILAG experience “truly set the bar,” highlighting the exceptional energy, turnout and resilience of students despite the weather.
With performances from artistes including Teni, Falz, Iyanya, Qing Madi, DJ Spinall, Nasboi, Kunmie, Shoday, Guchhi, Priesst, Shine and TTW, Soundcity On Tour continues to combine entertainment with meaningful opportunities for young talent.
Following the successful activations at University of Port Harcourt and Niger Delta University, the tour moved to Ahmadu Bello University, Zaria, Kaduna State from August 18-20, as BIGI and Fearless continue to provide a platform for the next generation of Nigerian music creators to showcase their talent, connect with audiences and take their ambitions further.