Are you a budding Afrobeats artist? How does a $100,000 music deal sound to you?
Last Saturday at their Ikoyi headquarters in Lagos, MTN Nigeria, ONErpm, and U-Records (Ultima Studios) launched the Next Afrobeats Star (NAS), a groundbreaking music competition aimed at discovering and elevating the next generation of Afrobeats talent. The “Next Afrobeats Star (NAS)” replaces the Project Fame TV format that was followed a decade ago. Ultima Studios is championing this with its partners.
As an upcoming artist who makes music exploring the Afrobeats genre, whether you do it in your room or even a major studio, this is your time to shine and build your career. Noteworthy is that the four runners-up in the “Next Afrobeats Star (NAS)” talent search will receive music deals ranging from $25,000 to $75,000, and these come with professional support, including career development, marketing, and music distribution. The ultimate winner will receive a $100,000 music deal through MTN’s partnership with ONErpm (one of the fastest-growing music distribution companies in the world), and Ultima Studios’ record label, U-Records.
The organizers of the “Next Afrobeats Star (NAS)” have assembled four of Afrobeats’ most respected producers as judges for this cohort. These have each created original beats for contestants to record with. Among them is the iconic Sarz, best known for hits like Lojay’s “Monalisa” and Wurld’s “Mad,” who will be bringing his signature sound. P. Prime, who is a product of The Sarz Academy and producer behind “Baby (Is It A Crime)” by Rema and Olamide’s “Infinity,” adds his genre-bending energy. Andre Vibez, famous for his work on Ladipoe’s global hit “Feeling” and Ayra Starr’s “Rush,” brings a fresh, global touch, while industry veteran Puffy Tee, known for classics like “Yahooze” and “Eleko,” adds years of hit-making experience to the mix.
By now you could be wondering how to sign up already. Well, submissions are now open. To register, visit the Next Afrobeats Star website and fill out the form. This will require you to have done the SMS registration, as it will provide you with a unique code to identify you by. So, text NAS to 13013 using an MTN Nigeria line. You’ll receive a unique code along with a link to the registration portal. Once you open the link, enter your code and email address, then complete your application. You will have access to 10 to 12 instrumentals produced by some of the biggest music producers in the industry, who are also doubling as judges on the show. Choose a beat, record your track, and upload it directly to the website. In case you prefer in-person auditions, these will be happening in Jos, Enugu, and Lagos.
From the online submissions, 48 of these contestants will then be selected and will make it to the live auditions. There will then be a Versus Round. At this stage, contestants will be paired to face off in a performance battle. The second last round will be an Original Song Challenge. Here, 24 contestants/artists will be tasked to create and perform original songs. The judges will select the final 12 who will then move to the final where an eventual five winners (one ultimate winner and the runner-ups) will be recognized.
Beyond the music, Next Afrobeats Star is to go beyond performances and TV time and serve as a platform for career development. While at it, the platform will equip artists with the tools they need to thrive in the music industry. Asides from challenging the contestants to create and perform original songs, they’ll receive hands-on guidance from the producer-judges and get access to mentorship from experienced A&R executives. With professional studio sessions, distribution support, and performance coaching, Next Afrobeats Star is structured to help emerging artists build sustainable, long-term careers beyond the spotlight.
MTN Nigeria’s involvement is an easy fit. The brand has a strong legacy in music talent development, most notably with Project Fame, which gave rise to artists like Chidinma and Iyanya. Now, they’re raising the bar with Next Afrobeats Star in partnership with Ultima Studios, the same powerhouse behind “Project Fame West Africa” and “Who Wants To Be A Millionaire.” With MTN’s deep-rooted commitment to youth empowerment and Ultima’s reputation for top-tier production, this show is built to be a high-impact, career-defining opportunity for the next generation of Afrobeats talent.
What stood out for me from the marketing angle is the billboards that went up in Nigeria, on the streets and in malls on display screens. On them was a bold yellow microphone and a QR code linked to a countdown, that eventually culminated in the unveiling of the Next Afrobeats Star competition, and the words: “Get ready to bring your touch of Afrobeats to the world.” The visual created excitement around what was brewing. The Next Afrobeats Star is timely and intentional as Afrobeats is no longer just a sound from West Africa. It has grown into a global cultural force, reaching audiences far beyond the continent and reshaping how the world engages with African music. Nigerian artists like Burna Boy, Wizkid, Davido, Ayra Starr, Rema, and Asake are performing to massive international audiences and breaking streaming records. With Afrobeats now the fastest-growing genre in the world and Nigeria’s music scene generating billions, there’s a growing demand for platforms that can uncover and nurture the next wave of talent; making this campaign feel both timely and significant. Sign up for Next Afrobeats Star here.