Hundreds of Music Artists Flood Lagos Venue for MTN’s Next Afrobeats Star Auditions
The Dawn of a New Talent Hunt
By 5 am, the gates of Ultima Studios in Lagos were already lined with hopefuls. Young artists from across Nigeria had arrived, determined to take their shot at stardom. MTN’s much-anticipated talent show, Next Afrobeats Star (NAS), opened its Lagos auditions with a massive turnout. For many, this was more than an audition, it was the first step toward global recognition.
The Lagos auditions, running from September 5 to 8, marked the beginning of the nationwide search. Each contestant had only 90 seconds before experienced A&R executives to showcase their sound and secure a chance to progress.
Energy Beyond the Stage
The atmosphere outside was electric. Contestants entertained themselves with freestyle battles, karaoke sessions, and spontaneous games. Stories were shared, friendships formed, and the raw hunger for success was evident everywhere.
For 19-year-old Chiliezie Ihekwere, known on stage as JCIE, the moment was deeply personal. With a guitar strapped to her back, she recalled her early days. “From my mum’s tummy, I’ve been a dancer,” she said with a smile.
A graduate of MUSON and a university student, JCIE explained how music found her. “In secondary school, I was a science student. With time, I lost interest in science and returned to my roots. My mum asked me to sleep over it, maybe it was peer pressure. That’s when the singing started, and the guitar too.”
She credited her journey to God and the unwavering support of family and friends. On audition day, her mother waited outside the studio, ready to cheer her on.
Stories of Persistence
For Daniel Ibiye Aneke, artist and record label executive, persistence shaped his journey. “I was in JSS3 rapping M.I.’s Safe. My friends told me I should rap, so I started,” he recalled.
His family doubted him at first. “When I started, nobody liked it. A few years later, people began to appreciate my songs. My dad even started calling me by my artist name,” he said.
Despite setbacks, he kept recording and performing. Over time, it became clear that music was not just a phase. His family eventually accepted his passion, and now he is competing for a chance to be Nigeria’s next big export in Afrobeats.
MTN’s Vision for Afrobeats
MTN’s Chief Marketing Officer, Onyinye Ikenna-Emeka, explained the brand’s mission. “At MTN, we believe every Nigerian deserves to be connected, seen, heard, and celebrated. That is why we are taking this message to every corner of Nigeria, from bustling cities to the most remote villages. Talent knows no boundaries, and neither should opportunity.”
The initiative, a partnership with Ultima Studios, is designed to discover and elevate new voices in Afrobeats. The show offers contestants not just exposure but tangible opportunities to grow into global stars.
Big Prizes and Bigger Dreams
The rewards for winners are impressive. The overall champion will walk away with a $100,000 music deal, courtesy of ONErpm and Ultima Studios’ U-Records. The top four finalists will also receive music deals ranging from $25,000 to $75,000 to launch their careers.
Participants will have the chance to work with some of Nigeria’s most celebrated producers, including Sarz, P. Prime, Andre Vibes, and Puffy Tee, who will also serve as judges.
Auditions Beyond Lagos
With Lagos auditions concluded, the train now moves to Abuja on September 13–14, before heading to Port Harcourt on September 20–21. For the contestants, the dream is clear: to step on stage, prove their worth, and become the next Afrobeats star.
