MTN Nigeria has officially launched Next Afrobeats Star (NAS), a bold new music reality competition created to uncover and elevate the next generation of Afrobeats talent. The show was unveiled at a media event held at the MTN Rooftop Event Centre in Ikoyi, Lagos.
Speaking at the launch, Onyinye Ikenna-Emeka, chief marketing officer at MTN Nigeria, described NAS as a partnership with Ultima Studios and ONErpm aimed at discovering the next global icon of Afrobeats. She emphasized MTN’s purpose-driven belief in progress and inclusion—ensuring every Nigerian, regardless of background or location, has a chance to be connected, seen, heard, and celebrated. With Afrobeats now a global force, she said, the show will serve as a platform where raw talent meets real opportunity—“where the rhythm of Nigeria meets the reach of the world.”
The partnership brings together MTN Nigeria, Ultima Studios, and ONErpm—one of the world’s fastest-growing music companies. Ikenna-Emeka revealed that the winner will receive a $100,000 music deal through a collaboration between ONErpm and U-Records, while the remaining four finalists will secure deals ranging from $25,000 to $75,000.
This initiative aligns with the Nigerian Government’s Destination 2030 strategy to position the country as Africa’s leading hub for creative excellence. The vision goes beyond economic growth to encompass cultural pride, global influence, and national identity—creating an environment that fosters artistic brilliance, promotes diversity, and preserves Nigeria’s rich heritage.
MTN’s collaboration with Ultima Studios leverages decades of production and talent-development expertise. Known for Project Fame and Who Wants to Be a Millionaire, Ultima will bring its strength in audio-visual production to NAS. CEO Femi Ayeni highlighted a key differentiator: producers and beat-makers will record original songs for contestants. While contestants may perform covers, he explained, their original songs will ultimately determine how well they do on the show. Confirmed producers include Andre Vibez, Puffy Tee, Sarz, and P. Prime.
According to Oluwabori Richards, head of Content at Ultima Studios, the show will feature both online registration and in-person auditions. Prospective contestants can text NAS to 13013 to receive a unique code and link to the Next Afrobeats Star website, where they will complete registration. The site will host 10–12 instrumentals from the four producers; applicants will download a track, create music on it, and upload their entry for review by ONErpm’s A&R executives.
Regional auditions will be held in Jos, Enugu, and Lagos, giving applicants the option to audition digitally or in person. After collating entries across regions and online submissions, 300 contestants will be shortlisted for the trial—the first round where they perform before the judges.
The competition is open to Nigerians and is focused not only on discovering talent but also on nurturing it through professional development, mentorship, and access to industry-standard resources. To apply, text NAS to 13013 using an MTN line, and visit mtn.ng/NAS for more information.
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