BIGI AND FEARLESS INVEST IN NIGERIA’S NEXT GENERATION OF CREATIVE TALENT THROUGH SOUNDCITY ON TOUR | Blissful Affairs Online
20-campus tour creates platforms for music discovery, youth expression and cultural innovation
Nigeria’s emerging generation of creators is getting a bigger platform as Soundcity On Tour 2026, powered by Rite Foods Limited’s BIGI and Fearless Energy Drink brands, continues its nationwide journey across 20 tertiary institutions.
The partnership reflects Rite Foods’ commitment to supporting young Nigerians by creating platforms where creativity, talent and self-expression can thrive.
With young Nigerians increasingly shaping music, entertainment and popular culture, BIGI and Fearless are connecting with a generation that is not only consuming culture but actively creating it.
This commitment builds on BIGI’s longstanding support for Nigerian music through its sponsorship of Nigerian Idol, where aspiring artistes have gained opportunities to showcase their talents and pursue professional careers.
Soundcity On Tour has grown from 10 institutions at its 2023 debut to 20 campuses in 2026, delivering live performances, talent showcases and immersive experiences across leading Nigerian tertiary institutions.
The tour has already visited campuses including 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, over 5,000 students attended despite heavy rainfall, while more than 25 emerging artistes performed alongside established stars 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. 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, as BIGI and Fearless continue connecting with young Nigerians across the country.
Soundcity On Tour represents more than entertainment; it is a celebration of Nigeria’s creative future and the young people building it.
Caption: L-R: Mrs Ruth Mark, Brand Manager, SOSA; Mrs Temilade Adu, Corporate Communications Manager, Rite Foods Limited; Biola Aransiola, Brand Manager, Bigi; and Adetutu Adedoyin, Assistant Brand Manager, Bigi, at the Bigi X Fearless Soundcity On Tour Media Update Session in Lagos on August 12, 2026
