MTN Nigeria Opens ₦225M Music Deal for Emerging Artists

Aspiring musicians across Nigeria now have a legitimate path into the music industry, thanks to MTN's expanded reality competition launching its second season.

The telecommunications company announced Monday that Next Afrobeats Star will award its winner a ₦225 million recording deal plus a new car. That's a 50% increase from last year's ₦150 million top prize.

But the real story goes beyond the headline number. The package covers everything emerging artists struggle to afford: music production, professional marketing, distribution across streaming platforms, and even housing. Four runners-up will also receive recording deals ranging from ₦50 million to ₦150 million.

Applications opened July 18 and close August 17. Interested musicians can register by texting 'NAS' to 13013 for a ₦600 fee, then upload their audition videos online.

Regional auditions will take place in Lagos, Jos, Enugu, and Benin before the competition moves to television. Public voting will ultimately decide the winner during the Grand Showdown.

Music producers Puffy Tee, Ragee, Andre Vibez, and Masterkraft will judge contestants throughout the televised rounds. The competition is produced in partnership with Ultima Studios and ONErpm, both established players in Nigeria's music industry.

Last season's results prove this isn't just television entertainment. Winner Ayo Benzi secured his ₦150 million deal, while all five finalists received recording contracts. They've since released original music on major streaming platforms while keeping full ownership of their work.

"The most significant change is not the size of the prize; it is the size of the door it opens," said Emamoke Ogoro, MTN Nigeria's General Manager for Brands and Communication. She emphasized that contestants gain national exposure and industry connections that last beyond the competition.

The Ripple Effect

Femi Ayeni, CEO of Ultima Studios, calls Next Afrobeats Star "more than a television programme." He's right. For every winner, thousands of applicants get audition experience, feedback from industry professionals, and proof that their dreams aren't foolish.

Nigeria's creative industry continues growing as a major economic force, but breaking in remains brutally difficult without connections or capital. Programs like this create structured entry points where talent matters more than who you know.

The competition also reflects Afrobeats' global rise. What started as a local sound now dominates international charts, and companies are investing real money to discover the next generation of stars who'll carry the genre forward.

Young Nigerians with musical talent now have a clear deadline, a fair process, and prizes that can genuinely launch careers.