Rite Foods has injected over N20m to identify creative talents in 20 campuses in an effort to redefine youth engagement and connect with young Nigerians through music, moments and memorable brand engagement.
Speaking on the nationwide tour, tagged Soundcity On Tour 2026, Biola Aransiola, Brand Manager, Bigi said the campaign was primarily aimed at creating awareness among students and reaching the brand's core audience directly within tertiary institutions.
She stressed that the initiative driven by both BIGI and Fearless represents a shift from traditional brand communication to experience-led engagement creating moments where consumers do not just see brands but actively participate in them.
"The major thing for us is the impact afterwards," she said.
Keep up with the latest headlines on WhatsApp | LinkedIn
According to her, participants would download a song released ahead of the activation, obtain its instrumental version, record themselves performing over the instrumental, upload their performances and tag the relevant brands.
"The submitted performances are monitored by what the organisers describe as "Biggie Spotters", who identify students with potential and select those who proceed to the physical audition," she said.
She added that the overall prize money at each school is valued at N1 million, with the winner receiving N500,000, the first runner-up receiving N350,000, and the second runner-up receiving N150,000.
"Unlike the music audition, students do not need to register beforehand for the dance competition. The hype man identifies students who are confident in their dancing abilities and invites them to participate. The crowd then determines the winner. The dance competition comes with a cash prize of N200,000 for the winner and N100,000 for the first runner-up," she said.
Toyin Nnodi, Head of Marketing, Rite Foods Limited, said consumers want brands that understand them and create experiences they can be part of.
"Through BIGI and Fearless, we are building stronger emotional connections by bringing entertainment, creativity and opportunities directly to young Nigerians," she said.
