Rite Foods Limited, through its BIGI Carbonated Soft Drinks and Fearless Energy Drink brands, is partnering with Soundcity OnTour to bring music, entertainment and talent discovery to students across 20 tertiary institutions in Nigeria.
The 2026 campus tour has so far completed activations at 14 institutions, including the University of Port Harcourt and Niger Delta University, Bayelsa State, with six campuses remaining on the nationwide schedule.
The tour was held at the University of Port Harcourt from August 10 to 12 before moving to Niger Delta University from August 13 to 15, where students enjoyed three days of music, entertainment and talent discovery.
A major feature of the experience is BIGI Music, a talent platform created to discover and support emerging artistes. At participating campuses, young performers compete for cash prizes, with outstanding talents given opportunities to progress to the national stage.
National winners will also receive studio production, A&R mentorship led by Bankulli, Soundcity Radio exposure and a professionally produced music video to help advance their careers beyond the campus environment.
According to Rite Foods, the partnership reflects its commitment to connecting 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. From the music they make and listen to, to the trends they set and the conversations they influence, they are shaping what comes next,” said Ekuma Eze, Head of Corporate Affairs and Sustainability, Rite Foods Limited.
He added that BIGI and Fearless enable the company to engage young Nigerians in environments that reflect their interests while supporting creativity and talent development.
The 2026 Soundcity OnTour is visiting 20 tertiary institutions across Nigeria, with 14 campuses completed and six more scheduled. Previous stops include Pan-Atlantic University, Olabisi Onabanjo University, Yaba College of Technology, University of Lagos, University of Uyo, University of Calabar and Obafemi Awolowo University.
The tour has continued to attract significant student participation. At the University of Lagos, more than 5,000 students turned out despite heavy rainfall to watch performances by Qing Madi, Falz, Joeboy, Wande Coal and Mr P of P-Square, while more than 25 emerging artistes performed on the Soundcity stage.
Speaking on the tour’s impact, Adedeji Adeniji, Executive Producer of Soundcity OnTour and Chief Operating Officer of Group8 Limited, said the UNILAG activation “truly set the bar,” citing the turnout, energy and resilience of the students despite the weather.
Other artistes featured on the tour include Teni, Falz, Iyanya, Qing Madi, DJ Spinall, Nasboi, Kunmie, Shoday, Guchhi, Priesst, Shine and TTW.
Following the successful activations at the University of Port Harcourt and Niger Delta University, the tour moves to Ahmadu Bello University, Zaria, Kaduna State, from August 18 to 20, as BIGI and Fearless continue to provide a platform for emerging Nigerian music creators to showcase their talents, connect with audiences and advance their careers.