The Next Afrobeats Star: A Journey of Discovery

by Abigail Agbottah

The year kicks off to a fantastic start for young and upcoming musicians as Ultima Studios launches a reality show dubbed “Next Afrobeats Star”. 

The search for the “Next Afrobeats star” is a journey that takes us to different corners of the world. From the bustling streets of Lagos to the vibrant music scenes of London and New York, Ultima Studios intends to discover diverse talents through the reality show. Similarly, the show aims to identify and showcase the next wave of Afrobeats idols, provide young individuals with a platform on which to launch their aspirations and utilise Afrobeats to impact Nigeria’s socioeconomic standing positively.

In light of the growing recognition of African music worldwide and the equally remarkable rise of international pop artists such as Asake, Rema, and Tems, among others from Nigeria, Ultima Studio seeks to promote the diffusion of African music culture to a global audience.

“We are not just going to create just one star, the experience, the skills, the knowledge of these guys, we are going to create many stars who will be exporting something out of Africa”

According to the CEO of Ultima Studios, Femi Ayeni, “We are not just going to create just one star, the experience, the skills, the knowledge of these guys, we are going to create many stars who will be exporting something out of Africa”.

He went on to say that we do not give Afrobeats enough credit for the economic impact it has had in Nigeria. As a result, the economy must be diversified to include industries other than oil. When there is diversification and the sale of commodities internationally, the economy is strengthened, and foreign exchange is generated. This is one of the initiatives that the program seeks to achieve.

With a lineup that includes legendary music producers responsible for some of the biggest Afrobeats singles, such as Alexandre Uwaifo (Andre Vibez), Oluwajuwonlo Iledare (Puffy-Tee), Peace Oredope (P-Prime), and Osabuohien Osaretin, also known as Sarz, this program is scheduled to kick off in April. The producers were picked not only to serve as the show’s judges but also to guide the next generation of Afrobeats artists, enabling them to capitalise on this once-in-a-lifetime opportunity to achieve their dreams entirely.

The judges desire to see creative people who are determined to make amazing music and who are willing to take risks, which is why they are so excited about this reality program and encourage potential candidates to be ready. In a lively voice at a press conference, Sarz said, “I am a very strong believer of collaboration and amplification, and I think this platform is going to amplify every one of us producers have been doing to increase the pipeline of Afrobeats artists coming out of the continent and being global superstars”.

The grand finale of the Next Afrobeats Star show is scheduled for June 2, 2024. The show, which is expected to draw over 400,000 entries from all around the world, will run for 18 weeks. There are just 48 spots available for paired competitors to square off, and the procedure will further whittle them down to 12 finalists, from whom the individual champion will be chosen. The winner will receive cash, a car, and a recording deal.

Ultima Studios carries on its groundbreaking legacy, having been instrumental in shaping Nigeria’s entertainment scene. With the success of “Who Wants to Be a Millionaire” in 2004, Project Fame West Africa in 2008, Lions’ Den in 2021, and Family Feud in 2022 under its belt, the debut of its own original international music reality show, “Next Afrobeats Star,” is sure to be a hit.

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