BIGI, Fearless expand support for young Nigerian creatives through Soundcity On Tour
by Adenle Ahmed Abiola · The Eagle OnlineBIGI and Fearless Energy Drink, brands of Rite Foods Limited, are supporting Nigeria’s emerging generation of creative talents through Soundcity On Tour 2026, a nationwide tour covering 20 tertiary institutions.
The partnership is creating platforms for music discovery, youth expression and cultural innovation as the tour continues its journey across Nigerian campuses.
The initiative reflects Rite Foods’ commitment to supporting young Nigerians by creating opportunities where creativity, talent and self-expression can thrive.
With young Nigerians playing an increasingly influential role in music, entertainment and popular culture, BIGI and Fearless are connecting with a generation that is not only consuming culture but actively creating it.
The commitment builds on BIGI’s longstanding support for Nigerian music through its sponsorship of Nigerian Idol, where aspiring artistes have received opportunities to showcase their talents and pursue professional careers.
Soundcity On Tour has expanded from 10 institutions during its 2023 debut to 20 campuses in 2026, with live performances, talent showcases and immersive experiences taking place across leading tertiary institutions.
The tour has already visited Pan-Atlantic University, Olabisi Onabanjo University, Yaba College of Technology, University of Lagos, University of Uyo, University of Calabar, Obafemi Awolowo University and University of Ibadan.
At the University of Lagos, more than 5,000 students attended the event despite heavy rainfall, while over 25 emerging artistes performed alongside established acts including Qing Madi, Falz, Joeboy, Wande Coal and Mr P of P-Square.
Speaking on the initiative, Toyin Nnodi, Head of Marketing, Rite Foods Limited, said: “Young Nigerians are shaping the future of culture every day.
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“Through BIGI and Fearless, we want to support that creativity by providing platforms where talents can be discovered, celebrated and encouraged.”
The next stop on the tour is the University of Port Harcourt, where BIGI and Fearless will continue their engagement with young Nigerians.
Soundcity On Tour represents more than entertainment, with the initiative providing a platform to celebrate Nigeria’s creative future and the young people contributing to it.
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