MTN Nigeria has introduced an exciting new reality TV show, “Next Afrobeats Star,” aimed at discovering and nurturing musical talent, offering aspiring artists a transformative opportunity to realize their dreams.
The announcement was made during a press conference in Lagos on Saturday night.
MTN Nigeria’s Chief Marketing Officer, Onyinye Ikenna-Emeka, revealed that the show will combine a competitive format with mentorship sessions to identify and elevate the next global Afrobeats icon.
“We’re not just launching a show; we’re igniting dreams that will resonate from Lagos to Jos and across Nigeria’s farthest reaches,” she stated.
The winner will secure a $100,000 (N155 million) record deal, while the top four finalists will receive deals ranging from $25,000 to $75,000 to kickstart their debut projects.
Ikenna-Emeka emphasized MTN’s commitment to inclusivity and opportunity.
“At MTN, progress is our purpose. We want every Nigerian, no matter their background or location, to have a chance to shine,” she said.
“This show will reach every corner of Nigeria, from vibrant cities to remote villages, because talent knows no limits, and neither should opportunity.”
The initiative aligns with the Federal Government’s Destination 2030 strategy, which seeks to establish Nigeria as Africa’s creative hub by 2030.
“This vision goes beyond economics—it’s about cultural pride and global influence,” Ikenna-Emeka noted.
“It’s about fostering an environment where creativity thrives and Nigeria’s unique heritage is celebrated.”
Senior Manager of MTN Nigeria’s Youth Segment, Temilolu Salako, described the show as a movement.
“The ‘Next Afrobeats Star’ is a stage for the voice that will redefine Nigeria’s sound and captivate the world,” he said.
“Powered by MTN Pulse, this is about empowering youth and amplifying their creativity.”
The show, a collaboration between MTN Nigeria, Ultima Studios, and ONErpm, will feature renowned Afrobeats producers as judges and mentors.
Andre Vibez, a music producer and judge, expressed enthusiasm: “I’m thrilled to share my expertise to uncover the next wave of Afrobeats talent.”
CEO of Ultima Studios and another judge, Femi Ayeni, promised a unique experience, stating, “This show will stand out from other talent competitions.”
Ikenna-Emeka urged Nigerian youth to seize this chance to make their mark globally, reinforcing MTN’s mission to empower and connect aspiring artists with the world.
