The initiative — a collaboration between MTN Nigeria, Ultima Studios, and global music distribution giant ONErpm — was officially unveiled on Saturday, August 2, 2025, during a high-energy media launch at the MTN Rooftop Event Centre in Ikoyi, Lagos.
Chief Marketing Officer of MTN Nigeria, Onyinye Ikenna-Emeka, described NAS as more than just another talent hunt, calling it a strategic investment in Nigeria’s creative future.
“Next Afrobeats Star is our commitment to the future of the Afrobeats movement,” she said. “It’s a platform where raw talent meets real opportunity. We are going to the cities, the towns, even the remotest villages, because talent knows no boundaries — and neither should opportunity.”
The stakes are high. The eventual winner will secure a $100,000 music deal, made possible through a partnership between ONErpm and U-Records, while four other finalists will walk away with contracts worth between $25,000 and $75,000.
Ikenna-Emeka added that the project aligns with the Federal Government’s Destination 2030 strategy — a national blueprint to position Nigeria as Africa’s creative capital within five years.
“This goes beyond entertainment. It’s about national pride, cultural identity, and global influence,” she noted. “We’re creating an enabling environment for Nigerian creativity to thrive.”
Ultima Studios CEO, Femi Ayeni, revealed that NAS will stand apart from previous reality music shows by integrating producers and beat-makers directly into the creative process.
“This time, we’re not just doing covers,” he said. “We’re bringing the producers into the studio with the contestants to create original songs. Those originals will be their ticket to stardom.”
Heavyweight Nigerian producers already signed on for the show include Andre Vibez, Puffy Tee, Sarz, and P. Prime — all of whom will serve as “sound architects” guiding contestants through the process of crafting hit-ready tracks.
Head of Content at Ultima Studios, Oluwabori Richards, explained that registration is designed to be simple and accessible.
“Once you text ‘NAS’ to 13013 on an MTN line, you’ll get a unique code and a link to register online. On the site, you can download from a selection of 10 to 12 instrumentals, record a demo over one, and upload it back. Our A&R team at ONErpm will then review all submissions.”
While online auditions are ongoing, physical screenings will also take place in Jos, Enugu, and Lagos. From the combined pool, 300 contestants will advance to the “Trial” stage — the first live performance round before the judges.
The competition is open to all Nigerian citizens, with free registration nationwide. By blending talent discovery, professional mentorship, and industry exposure, MTN and its partners are positioning NAS as a launchpad not just for Nigeria’s next Afrobeats superstar, but for a cultural export that continues to dominate global playlists.