Rite Foods Deepens Investment in Nigeria’s Creative Talent Through Soundcity On Tour

 Rite Foods Deepens Investment in Nigeria’s Creative Talent Through Soundcity On Tour

LAGOS, NIGERIA — Rite Foods Limited is strengthening its commitment to nurturing Nigeria’s next generation of creative talents through its BIGI and Fearless Energy Drink brands, which are powering the 2026 edition of Soundcity On Tour across 20 tertiary institutions nationwide.

The initiative provides young Nigerians with platforms to discover, develop and showcase their talents, particularly in music and entertainment, while promoting youth expression and cultural innovation.

The partnership reflects Rite Foods’ broader strategy of supporting a generation that is increasingly influencing Nigeria’s cultural landscape through music, entertainment and other creative forms. Beyond providing entertainment, the tour is creating opportunities for emerging artistes to perform before large audiences alongside established industry names.

Soundcity On Tour has expanded significantly since its debut in 2023, when it visited 10 institutions. The 2026 edition has doubled its reach to 20 campuses, bringing live performances, talent showcases and interactive experiences to students across the country.

The tour has so far visited institutions including Pan-Atlantic University, Olabisi Onabanjo University, Yaba College of Technology, the University of Lagos, the University of Uyo, the University of Calabar, Obafemi Awolowo University and the University of Ibadan.

At the University of Lagos, more than 5,000 students attended the event despite heavy rainfall, with over 25 emerging artistes taking the stage alongside established performers such as Qing Madi, Falz, Joeboy, Wande Coal and Mr P of P-Square.

For Rite Foods, the platform complements BIGI’s longstanding support for music and youth development, including its sponsorship of Nigerian Idol, which has provided aspiring artistes with opportunities to showcase their abilities and pursue careers in the music industry.

Speaking on the initiative, Head of Marketing, Rite Foods Limited, Toyin Nnodi, said the company recognises the role young Nigerians play in shaping the country’s cultural future.

“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,” she said.

The next stop on the Soundcity On Tour 2026 calendar is the University of Port Harcourt, as the BIGI and Fearless-powered initiative continues its journey across Nigerian campuses.

Through the partnership, Rite Foods is positioning its brands not only as sponsors of youth entertainment but also as enablers of talent discovery, giving emerging creatives access to audiences, performance opportunities and experiences that can help build confidence and visibility.

As the tour progresses, its impact extends beyond individual performances, contributing to a wider ecosystem in which young Nigerians can express themselves, develop their talents and participate actively in shaping the future of the country’s creative industry.