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 Wednesday August 12, 2026
Abayomi Susan
Rite Foods Limited’s BIGI and Fearless Energy Drink brands are supporting Nigeria’s emerging creative talents through the 2026 edition of Soundcity On Tour, which is visiting 20 tertiary institutions across the country.
The partnership highlights Rite Foods’ commitment to creating platforms where young Nigerians can showcase their creativity, discover opportunities and express themselves through music and entertainment.
As young Nigerians continue to influence the country’s music and popular culture, BIGI and Fearless are engaging with a generation that is not only consuming entertainment but also actively creating it.
The initiative builds on BIGI’s previous support for Nigerian music, including its sponsorship of Nigerian Idol, which has provided aspiring artistes with opportunities to showcase their talents.
Soundcity On Tour has expanded from 10 institutions during its 2023 debut to 20 campuses in 2026, featuring live performances, talent showcases and interactive experiences for students.
The tour has so far visited institutions 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, more than 5,000 students reportedly attended the event despite heavy rainfall, while over 25 emerging artistes performed alongside established acts such as Qing Madi, Falz, Joeboy, Wande Coal and Mr P of P-Square.
Speaking on the initiative, Toyin Nnodi, Head of Marketing at Rite Foods Limited, said the company wants to support young Nigerians by providing platforms where their creativity and talents can be discovered and celebrated.
The next stop on the tour is the University of Port Harcourt, as BIGI and Fearless continue their nationwide engagement with young people.
Beyond entertainment, the Soundcity On Tour initiative seeks to celebrate Nigeria’s growing creative industry and the young talents shaping its future.
