MTN Nigeria has unveiled a new reality television show called, “Next Afrobeats Star”, to groom musical talents by providing a lifetime opportunity to turn their dreams and aspirations into reality.
Speaking at a news conference in Lagos on Saturday night, Onyinye Ikenna-Emeka, Chief Marketing Officer of MTN Nigeria, said the show would feature a competition and grooming sessions to discover and elevate the next global icon of Afrobeats.
According to her, the winner of the show will receive a record deal valued at 100,000 dollars, which is N155 million
She explained that the top four finalists will also be rewarded with deals ranging from 25,000 dollars to 75,000 dollars, to support the production of their debut projects.
She said: “Tonight, we are not just launching a show, we are launching a dream. A dream that will rise from the streets of Lagos, echo through the valleys of Jos, and reach the furthest corners of Nigeria
“At MTN, we believe in progress, not just as a brand stance but a purpose. We believe that every Nigerian, regardless of background, location, or education, deserves a chance to be connected, seen, heard, and celebrated.
“That is why we are taking this message to every corner of Nigeria from the bustling cities to the most remote villages so that no youth is left behind, because talent knows no boundaries, and neither should opportunity
“It is a platform where raw talent meets real opportunity. Where the rhythm of Nigeria meets the reach of the world.”
According to Ikenna-Emeka, the initiative also aligns with the Federal Government’s bold vision to transform Nigeria into Africa’s creative capital.
She said through the Destination 2030 strategy, the government was working to position Nigeria as a leading global hub for creative excellence by the year 2030.
“This vision is about more than economic growth, it’s about cultural pride, global influence, and national identity.
“It is about creating an enabling environment for artistic brilliance, promoting diversity and creativity, and preserving the rich heritage that makes Nigeria unique.”
She called on the youth to embrace the opportunity to make a difference on the global stage.
According to her, the “Next Afrobeats Star” is a bold initiative by MTN Nigeria, in partnership with Ultima Studios and ONErpm.
Also, Temilolu Salako, Senior Manager, Youth Segment at MTN Nigeria, noted that renowned afrobeats producers would be engaged as judges and mentors during the show.
“Today, we’re not just launching a talent search, we are kicking off a movement. The Next Afrobeats Star is more than a campaign. It’s a spotlight
“It is a microphone, a stage for the next voice that will shake the charts and shape the sound of Nigeria and beyond, and powering this bold journey is a brand that’s all about youth empowerment, creativity, and self-expression, that is MTN Pulse.”
Alexander Uwaifo, known professionally as Andre Vibez, a music producer who is one of the judges for the show, said: “I am excited to showcase my experience in helping to discover the crop of stars in the Afrobeats business.”
Another judge for the show, Femi Ayeni, Chief Executive Officer of Ultima Studios said, “Nigerians should expect that this will be different from other talent shows.”
