In a move described as a game-changer for Nigeria’s music industry, MTN Nigeria, in collaboration with Ultima Studios and global music distribution platform ONErpm, has unveiled a new music reality television show, Next Afrobeats Star (NAS).
The initiative, aimed at scouting, nurturing, and projecting emerging Afrobeats talents onto the global stage, was officially launched on Saturday, 2 August 2025, at a high-profile media event held at the MTN Rooftop Event Centre in Ikoyi, Lagos.
Speaking at the unveiling, MTN Nigeria’s Chief Marketing Officer, Onyinye Ikenna-Emeka, described the show as a bold step towards amplifying Nigeria’s musical influence and creating opportunities for the country’s youth.
“Next Afrobeats Star is our commitment to the future of the Afrobeats movement. It’s a platform where raw talent meets real opportunity. We are going to the cities, the towns, even the remotest villages, because talent knows no boundaries and neither should opportunity,” she said.
Ikenna-Emeka revealed that the winner will receive a $100,000 music deal, courtesy of a partnership between ONErpm and U-Records. Four other finalists will also secure deals ranging from $25,000 to $75,000. She added that the programme aligns with the Federal Government’s Destination 2030 strategy, which seeks to position Nigeria as Africa’s creative capital within the next five years.
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“This goes beyond entertainment. It’s about national pride, cultural identity, and global influence. We’re creating an enabling environment for Nigerian creativity to thrive,” she said.
Ultima Studios Chief Executive Officer, Femi Ayeni, noted that Next Afrobeats Star would break away from the conventional reality show format.
“This time, we’re not just doing covers. For the first time, we’re bringing the beat-makers and producers into the studio to work directly with the contestants to create original songs. Those originals will be their ticket to stardom,” Ayeni explained.
Renowned Nigerian producers Andre Vibez, Puffy Tee, Sarz, and P. Prime have been announced as the show’s official “sound architects.”
On the registration process, Oluwabori Richards, Head of Content at Ultima Studios, stated that the approach is “simple and digital-first.”
“Once you text ‘NAS’ to 13013 on an MTN line, you’ll receive a unique code and link to register online. There are about 10 to 12 instrumentals on the site. Contestants will download a beat, record a demo, and upload it back. Our A&R team at ONErpm will then screen all submissions,” he explained.
Richards added that while online auditions are ongoing, physical auditions will also be held in Jos, Enugu, and Lagos. A total of 300 contestants will be shortlisted for the “Trial” phase, the first live performance stage before the show’s judges.
The competition is open to all Nigerian citizens, with free nationwide registration. MTN and Ultima Studios say Next Afrobeats Star will offer a unique mix of talent discovery, professional development, and industry exposure, with the ultimate goal of producing the next global music sensation and exporting Nigeria’s signature sound to the world.