By Zainab Ibrahim
In a bold move to deepen its reach in Nigeria’s creative ecosystem, telecom giant MTN Nigeria and production house Ultima Studios, together with global distributor ONErpm, are now on the hunt for fresh Afrobeats talent via their new reality show, Next Afrobeats Star (NAS) and Port Harcourt is one of their ground zones.
From Lagos Launch to Nationwide Auditions
The formal unveiling of NAS happened on August 2, 2025 at the MTN Rooftop Event Centre in Ikoyi, Lagos, where the partnership was publicly announced, the format sketched out, and the stakes made clear.
Onyinye Ikenna‑Emeka, MTN’s Chief Marketing Officer, spoke passionately at the launch:
“Next Afrobeats Star is more than just a show it’s our commitment to bring visibility and opportunity to emerging talent across every corner of Nigeria.” She stressed that while Lagos is the conventional hub for entertainment, NAS would travel to cities and towns, remote areas included, allowing access for artists who might otherwise be left out.
At the same event, Femi Ayeni, CEO of Ultima Studios, laid out how NAS would differentiate itself: the show wouldn’t just hinge on contestants doing covers instead, contestants would work with producers to develop original songs, and those originals would carry more weight as the competition progressed.
What’s at Stake: Prizes, Mentors, Visibility
NAS comes with significant rewards and backing. The winner is promised a US$100,000 music deal via ONErpm and U‑Records. Furthermore, multiple finalists will still be rewarded: deals in the range of US$25,000 to US$75,000 have been announced for runner‑ups.
NAS has enlisted heavyweight producers as mentors, judges, and creative architects: Andre Vibez, Puffy Tee, Sarz, and P. Prime are involved in shaping beats, guiding contestants, and judging their progress. In addition to financial and creative support, NAS aims to offer platform and structure: mentorship, industry exposure, and performance opportunities to help contestants build sustainable careers.
Mechanics & Entry Route
The process has both digital and physical dimensions:
- How to enter: MTN users text “NAS” to 13013 (each SMS costs ₦300) to get a unique link and code for registration.
- On the registration site, contestants choose from 10–12 instrumentals produced by the show’s partner producers, download, record their version, and upload it for review by the show’s A&R team (ONErpm).
- The competition structure is phased:
• Entry Phase (upload demos)
• Live Auditions (those selected are invited physically)
• Versus Rounds (paired performance battles)
• Original Song Challenge (contestants compose & perform originals)
• Final 12 (top acts proceed to live show stages)
Some eligibility rules are set: contestants must be solo Afrobeats artists (no groups or purely rap acts), and they must be at least 18 years old.
Auditions: Port Harcourt Gets Its Turn
While the first major auditions were held in Lagos (from September 5 to 8), NAS is taking the roadshow to Abuja (September 13–14) and Port Harcourt (September 20–21) to ensure regional footprint. In Lagos, hundreds of hopefuls some arriving as early as 5:00 a.m. jammed into audition sites around Ultima Studios, each given a 90‑second slot to impress the screening team. Contestants brought more than their vocals: many showcased dance, flair, storytelling, and confidence. Some travelled from distant states just for a shot at being seen.
Local voices express renewed hope. In Port Harcourt, the auditions are being framed as a moment of access, a chance for artists outside Lagos to get noticed. In Rivers State, young singers, dancers, and performers have begun assembling, anticipating their turn.
NAS comes at an interesting moment. Afrobeats has gone global, Nigerian and African music now commands international charts, playlists, and stages. Yet many talented artists across Nigeria remain underexposed. NAS aims to bridge that gap by decentralizing access and giving youth a professional pathway.
The show also aligns with Nigeria’s Destination 2030 strategy, a federal policy push to make Nigeria the creative hub of Africa by 2030. MTN has said it views NAS as part of that national vision.
