MTN Launches ‘Next Afrobeats Star’ with $100K Record Deal to Discover Nigeria’s Global Music Icons
MTN Nigeria has officially launched into a new phase of the reality music show space with the “Next Afrobeats Star”—a bold new platform designed to discover, groom, and globally project Nigeria’s next generation of Afrobeats icons.
Unveiled at a high-profile press conference in Lagos, the initiative offers more than just a stage—it’s a full-scale talent development pipeline that includes a $100,000 (N155 million) record deal for the winner, with additional support packages ranging from $25,000 to $75,000 for the top four finalists.
According to Onyinye Ikenna-Emeka, Chief Marketing Officer at MTN Nigeria, the show is a strategic investment in Nigeria’s creative future, aligning with national efforts to position the country as Africa’s cultural and entertainment powerhouse.
“We are not just launching a show, we are launching a dream—one that will rise from the streets of Lagos, echo through the valleys of Jos, and reach every corner of Nigeria,” she said.
“This is where raw talent meets real opportunity.”
More Than a Show: A Platform for Global Impact
MTN is partnering with Ultima Studios and ONErpm, two industry giants known for their experience in media production and global music distribution. Together, they aim to build a world-class content platform that will export Nigerian talent to global audiences, monetise digital reach, and deepen MTN’s connection with Nigeria’s youth culture.
The show will feature:
- Nationwide talent search
- Mentorship and grooming sessions
- Live performance battles
- Global distribution support
- Industry-standard record deals
Top Afrobeats producers and artists—including Andre Vibez, who is credited with hits for some of Nigeria’s biggest names—will serve as judges and mentors, bringing deep industry expertise and street credibility to the table.
“I’m excited to help shape the future of Afrobeats. This is not just about vocals—it’s about vision, culture, and storytelling,” said Andre Vibez.
Creative Industry as Economic Engine: MTN Taps into Nigeria’s Youth Economy
MTN’s new reality TV venture dovetails with the Federal Government’s Destination 2030 strategy, an ambitious national plan to make Nigeria the creative capital of Africa by the end of the decade.
Ikenna-Emeka emphasized that this initiative isn’t just about entertainment—it’s about economic empowerment, cultural pride, and national identity.
“Talent knows no boundaries, and neither should opportunity. MTN is committed to connecting every Nigerian youth—regardless of background—to tools, platforms, and visibility,” she said.
This marks a significant step in Nigeria’s transition from an extractive to a creative economy, where music, film, and digital culture are becoming high-value exports. According to PwC, Nigeria’s entertainment and media market is expected to reach $14.8 billion by 2026, with music being one of the fastest-growing segments.
Strategic Brand Move: MTN Pulse as Youth Culture Engine
The “Next Afrobeats Star” initiative is also a brand expression of MTN Pulse, the company’s youth-focused sub-brand aimed at empowering creativity, entrepreneurship, and self-expression.
Temilolu Salako, MTN Nigeria’s Senior Manager for Youth Segment, described the show as a “movement”, not just a marketing campaign.
“This is a microphone, a spotlight, a launchpad. MTN Pulse is all about youth power, and this show gives it rhythm, stage, and resonance,” he said.
MTN is effectively positioning itself not just as a telecoms brand, but as a cultural infrastructure provider—amplifying voices, narratives, and aspirations of Nigerian youth through music and digital platforms.
What Makes This Different?
Femi Ayeni, CEO of Ultima Studios—the brains behind other hit talent shows in Nigeria—said “Next Afrobeats Star” will break the mould by prioritising originality, storytelling, and global market readiness.
“This isn’t just another singing contest. It’s a launchpad for export-ready Afrobeats acts who can hold their own globally,” he said.
BRANDECONOMY INSIGHT: A Smart Play in the Afrobeats Economy
MTN’s strategic foray into the music reality show space is a savvy business move in a market where Afrobeats has become a multi-billion-dollar global genre. With artists like Burna Boy, Tems, and Rema headlining international stages, there is a commercial goldmine in discovering and grooming the next wave of stars.
By embedding its brand within this cultural movement, MTN is not only driving consumer engagement but also positioning itself as a cultural investor, not just a network provider.
Final Note: Eyes on the Prize, Ears on the Beat
As auditions roll out and the spotlight turns on Nigeria’s raw musical talent, “Next Afrobeats Star” could very well be the launchpad for Africa’s next global sensation. For MTN, it’s more than a show—it’s a strategic blueprint for brand relevance, cultural impact, and digital-era value creation.
Stay tuned—Nigeria’s next global hitmaker may just be a Pulse away.
