Singer and songwriter Ayo Maff is set for a three-city campus tour that will merge live music with insurance education and technology for young Nigerians.

Tagged as “SanlamAllianz Campus Takeover with Ayo Maff & Friends”, the concert tour, which is powered by SanlamAllianz Nigeria, a member of Africa’s largest insurance group, in partnership with Ckrowd TourStack, aims to make insurance accessible, relatable, and relevant to the next generation.

The tour also aim to use live entertainment to spark conversations about insurance and demonstrate how protection can safeguard young people’s health, belongings, income, and future. It also aim to challenge the misconceptions about insurance and seeks to build a culture of protection among a generation that has rarely been addressed in its own language.

Speaking on the initiative, Tunde Mimiko, Chief Executive Officer, SanlamAllianz Life Insurance Nigeria, said: “At SanlamAllianz, we believe insurance should be understood and embraced by everyone, especially the younger generation whose ambitions and future deserve protection.”

“The SanlamAllianz Campus Takeover allows us to connect with young people through an experience they already love. Beyond the music, we want them to leave with a better understanding of insurance, its relevance to their everyday lives, and the confidence to make informed decisions about protecting their future,” he added.

On the strategic thinking behind the tour, Chris Ekwonwa, Group Head, Strategy, Marketing and Customer Relations, SanlamAllianz Nigeria, said: “Our strategy is about making insurance relevant to people’s lives, and relevance begins with understanding our audiences and how they engage with the world.”

“Entertainment provides a powerful cultural connection with young people. By taking insurance awareness into their spaces and speaking through a platform they naturally gravitate towards, we are creating an opportunity to build familiarity, spark curiosity, and nurture a new generation of insurance-conscious consumers,” he added.

On his part, Olukayode Adebayo, Founder and CEO of Ckrowd TourStack, a technology and data platform that runs concert touring as a service, said the platform is doing the hard work required to build a viable live entertainment ecosystem in Africa.

“It’s time for Africa to do the hard work of building the live entertainment ecosystem to attract the much-needed financing to scale it into a global industry. Ckrowd TourStack is doing that hard work through our Concerts, Touring as a Service product, TourStack,” he said.

“It integrates ticketing, payments, audience data, and operational coordination in one stack, built specifically for African markets where live events still run on fragmented, undocumented processes,” Adebayo added.

He explained that every ticket sold and every attendee checked in generates verified data on who the audience is and what they need. “For banks, insurers, investors, sponsors, and government agencies, that data and intelligence make live entertainment a sector they can finance, insure, and support with confidence,” the CEO stated.

Speaking on the partnership, Ayo Maff said: “I’m happy to be at the forefront working with people that care about my audience like SanlamAllianz does, keeping them safe. I appreciate my partners for also building a sustainable economy across the culture for my people, like Ckrowd TourStack is doing.”

Across the three shows, students will enjoy live music, ask questions, challenge misconceptions about insurance, and learn how cover protects what they are building. The data generated by attendees will help shape insurance products designed for students and young people, including their post-graduation needs.

The tour is expected to open career pathways into insurance and connects to SanlamAllianz’s broader impact work. Upcoming talents can also participate in the SanlamAllianz Talent Hunt, with N500,000 and other prizes to be won.

The dates and the campus are as follows: Obafemi Awolowo University (OAU) Amphitheatre, November 14; Lekan Salami Stadium, Ibadan, November 21, and Muslim High School, Abeokuta, November 28.