The initiative highlights the commitment of the food and beverage company to youth development by providing platforms where creativity, talent, and self-expression can thrive among young Nigerians in universities and polytechnics.
With young people increasingly influencing music, entertainment, and popular culture across the country, the partnership aims to connect with a generation that is not just consuming culture but actively creating and shaping it for global audiences.
This effort builds on Bigi's long-term support for the Nigerian music industry, including its sponsorship of Nigerian Idol, a platform that has helped aspiring artists showcase their skills and build professional careers in the entertainment sector.
Soundcity On Tour has expanded significantly since its debut. The tour started with 10 institutions in 2023 and has now doubled to 20 campuses in 2026, offering live performances, talent showcases, and immersive entertainment experiences in leading universities across the country.
DailyVista247 gathered that the tour has already visited several campuses, including Pan-Atlantic University, Olabisi Onabanjo University, Yaba College of Technology, University of Lagos, University of Uyo, University of Calabar, Obafemi Awolowo University, and the University of Ibadan, with thousands of students in attendance.
At the University of Lagos, more than 5,000 students attended the event despite heavy rainfall. Over 25 emerging artists performed alongside established stars such as Qing Madi, Falz, Joeboy, Wande Coal, and Mr P of P-Square, creating a vibrant atmosphere on campus.
Speaking on the initiative, Toyin Nnodi, Head of Marketing at Rite Foods Limited, said the company wants to support young Nigerians who are shaping the future of culture and creative enterprise in the country.
Young Nigerians are shaping the future of culture every day. Through Bigi and Fearless, we want to support that creativity by providing platforms where talents can be discovered, celebrated, and encouraged, Nnodi said.
The marketing head noted that the tour provides opportunity for students to showcase their talents, interact with established artists, and gain exposure to the music and entertainment industry beyond the classroom.
The next stop for the tour is the University of Port Harcourt, as Bigi and Fearless continue to engage with students across the country with more performances and creative activities planned for the final leg.
Organizers say Soundcity On Tour is more than entertainment; it is a celebration of Nigeria's creative future and the young people driving it forward through innovation, talent and self-expression.
The collaboration between Rite Foods and Soundcity continues to create meaningful connections with youth culture, supporting the next generation of Nigerian creatives who are influencing trends in music, fashion, and digital content creation across the nation..
