CYRIACUS IZUEKWE
For three days, the familiar rhythm of lectures and campus routines at Yaba College of Technology, YABATECH, Lagos, gave way to music, dance, and youthful energy as the institution hosted Soundcity OnTour, powered by Bigi Carbonated Soft Drink and Fearless Energy Drink, leading brands from the stable of Rite Foods Limited.
Thousands of students stepped out of classrooms and lecture halls to participate in a campus-wide celebration that blended music, talent discovery, dance, and entertainment.
The activation began with campus-wide engagements and brand experiences that built excitement across hostels, faculties, and social spaces. The highlight of the student competitions was the Bigi Music Competition, where aspiring artistes took centre stage to showcase different sounds and styles. Contestants battled for the chance to emerge as the YABATECH campus winner and claim the ₦1 million prize, with an opportunity to progress to the national stage of the competition.
The Fearless Dance Challenge also gave dancers their moment in the spotlight. Students displayed creativity, confidence, and energy as they competed, adding another layer of excitement to the campus experience and reinforcing the brand’s message of bold self-expression.
The three-day engagement climaxed with the Soundcity OnTour concert. The event featured a lineup of top Nigerian artistes including Modola, Tariq, Syemca, Slimcase, Mr. P and Kodee, alongside Duuwa and Rukmani. Their performances kept students singing, dancing, and fully immersed in the experience from start to finish. The concert atmosphere turned the campus into a hub of entertainment, with students turning out in large numbers.
Speaking on the activation, Ekuma Eze, Head of Corporate Affairs and Sustainability, Rite Foods Limited, said the company was committed to creating platforms that give young Nigerians room to express their creativity and build confidence.
“Young people are not waiting for culture to happen; they are creating it every day. Through the Bigi and Fearless brands, we want to meet them where that creativity is most visible and give them platforms where they can express themselves, discover their capabilities and connect with opportunities beyond the immediate moment,” he said.
He added that Rite Foods Limited sees campus activations as a way to connect directly with its core audience while supporting youth talent and entertainment culture in Nigeria.
For many students, the YABATECH stop proved to be more than just another concert. It provided a stage to compete, perform, network, and express themselves outside the academic environment.
Organizers said the goal was to take the Soundcity OnTour experience across tertiary institutions, using music and talent platforms to engage youths meaningfully.
For three days, the classroom took a back seat, and the stage belonged to the students. And YABATECH made its moment count.
