Nigeria’s tertiary institutions are once again transforming into epicenters of youth culture, as the highly anticipated ‘Soundcity on Tour 2026,’ powered by Rite Foods Limited’s BiGi and Fearless Energy Drink brands, has returned on an unprecedented scale, rolling out across 20 campuses nationwide, blending live music and talent discovery.

The campus tour is designed to bring together music, lifestyle, games and live entertainment, creating a platform where students can unwind, connect and experience some of the energy that defines contemporary Nigerian youth culture.

Now in its fourth year, the music/talent discovery activation has doubled in scale since its 2023 debut, when it covered just 10 institutions. The expansion, organisers say, reflects growing demand for experiences that place students at the centre rather than on the sidelines of brand engagement. Speaking on the initiative during a media parley in Lagos on Wednesday, August 12, Head of Marketing at Rite Foods Limited, Toyin Nnodi, said: “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.”

According to her, today’s consumers want brands that understand them and create experiences they can be part of. Hence, the partnership between BiGi, Fearless, and Soundcity reflects Rite Foods’ commitment to supporting young Nigerians by creating platforms where creativity, talent, and self-expression can thrive.

While each partnering brand brings a distinct element to the experience, Bigi and Fearless connect with young consumers through lifestyle and entertainment. Soundcity provides a strong music and pop-culture platform capable of amplifying the excitement beyond the campuses.

From 10 institutions at its 2023 debut to 20 campuses in 2026, the initiative has delivered and still delivers live performances, talent showcases and immersive experiences. Among campuses visited so far by the tour caravan are Pan-Atlantic University Ibeju-Lekki, Lagos; Olabisi Onabanjo University Ago-Iwoye, Ogun State; Yaba College of Technology, and the University of Lagos.

Others are University of Uyo, Akwa-Ibom State; University of Calabar, Cross River; Obafemi Awolowo University, Ile-Ife, Osun State, and University of Ibadan, Oyo State. Despite the heavy rainfall, over 5,000 students attended the University of Lagos activation, while more than 25 emerging artistes performed alongside established stars including Qing Madi, Falz, Joeboy, Wande Coal and Peter Okoye (Mr P).

As the University of Port Harcourt, Rivers State, welcomes and hosts the tour caravan, students can expect an atmosphere built around music, performances, interactive activities and memorable experiences.