BIGI, Fearless Transform Campus Activations Through Soundcity On Tour 2026

Abayomi Susan

Rite Foods Limited is strengthening its connection with young Nigerians as BIGI and Fearless Energy Drink bring music, entertainment and interactive experiences to campuses through Soundcity On Tour 2026.

The nationwide tour will visit 20 tertiary institutions, offering students live performances, talent showcases, competitions and engaging brand experiences.

At the University of Lagos, more than 5,000 students attended the event despite rainfall. Highlights included the BIGI Music Competition, which offered prizes worth more than ₦5 million, including scholarships.

The initiative builds on BIGI’s strong presence in youth entertainment, including its sponsorship of Nigerian Idol, which has supported music talent discovery over the years.

Beyond entertainment, the activations are designed to give students opportunities to showcase their creativity, interact with fellow young Nigerians and participate in memorable activities. The brands are using these platforms to create stronger connections with their target audience in environments where young people can express themselves freely.

The partnership also reflects a growing shift in brand engagement, with companies increasingly using music, talent development and experiential activities to connect with younger consumers. Through Soundcity On Tour, BIGI and Fearless are bringing their brands directly into the spaces where students live, learn and socialise.

Head of Marketing, Rite Foods Limited, Toyin Nnodi, said the brands are focused on creating experiences that allow young consumers to actively connect with them.

As Soundcity On Tour continues to the University of Port Harcourt and other campuses, BIGI and Fearless are reinforcing the idea that strong consumer relationships are built through meaningful shared experiences, not just products.