At the Port Harcourt auditions of Next Afrobeats Star, hopefuls stepped onto the stage not just to perform, but to be seen by a platform that understands their dreams. At the heart of that platform is MTN Nigeria.
Contestants praised MTN’s role in shaping their journeys. Fadda, a local singer aiming for the Lagos finals, said: “Everybody sees what MTN is doing with talent shows. Nobody else is doing it at this scale. They are investing in us and giving us a chance to shine.”
Gift from Okrika expressed gratitude to MTN, Ultima Studios and ONErpm for creating a structured opportunity where young voices can be heard. “This is a great opportunity, and I know every one of us here will give our best,” she said.
The scale of the competition highlights MTN’s ambition. The winner will receive a $100,000 ONErpm record deal, along with mentorship and production support from leading producers including Sarz, P.Priime, Puffy Tee and Andre Vibez.
Contestants advance through multiple stages, starting with online submissions and regional auditions, followed by a versus round, an original song challenge and a live top-12 showcase. Each step offers exposure and professional development that are often out of reach for many young Nigerians.
MTN’s investment comes at a time when Nigeria’s entertainment and media industry is expanding rapidly. The sector was valued at US$9 billion in 2023 and is projected to grow to US$13.6 billion by 2028, according to PwC.
Jobberman estimates that the industry already employs over 4.2 million people and is expected to add another 2.7 million jobs by 2026–2027.
Afrobeats has been a major driver of this growth. Nigerian music exports have grown by 49 per cent in the past three years, according to BusinessDay. Streaming platforms such as Spotify report significant increases in royalties, with Nigerian content enjoying a surge in both local and international consumption.
By launching Next Afrobeats Star, MTN is reinforcing its identity as more than a technology company. It is positioning itself as a key player in talent development and cultural promotion, helping to take Afrobeats from a local passion to a global phenomenon. Through this initiative, MTN is connecting young Nigerians not just to networks, but to their own futures.
