MTN's Talent Quest Returns: Discovering Nigeria’s Rising Creative Icons

Set to begin on May 1, 2025, this contest provides aspiring musicians with an extraordinary opportunity to vie for significant prizes that could alter their careers. The awards include a substantial cash reward, the chance to produce a professional-grade music video, as well as securing a contract for producing an extended play (EP).

During the press conference held on Wednesday, April 23, A'Isha Umar Mumuni, who serves as the Chief Digital Officer at MTN Nigeria, highlighted the significance of this initiative.

The concept behind Best of the Streets is that there is talent present in every single street across Nigeria, encompassing various forms of art such as acting, singing, dancing, comedy, and more.

Best of the Streets aims to highlight that potential, demonstrating to young Nigerians that opportunities abound everywhere; and at MTN, we are delighted to be part of this effort in creating such chances.

The Best of the Streets collaborates with C.R.E.A.M (Creative Reality Entertainment Art and Music), established by Nigerian hip-hop artist Dapo "D'banj" Oyebanjo. This initiative offers talent management, publishing, and financial backing for emerging artists at the community level.

"The C.R.E.A.M platform offers solutions and services for talents, creatives, and entrepreneurs by providing them with easy ways to display their abilities and earn money from their content. Through our recently introduced distribution division, we're not only identifying new talent but also equipping them with the resources they need to reach an international audience," D'banj stated.

Chris Anokute, an executive with Nigerian roots who is based in Los Angeles as an American citizen and famous for uncovering global megastar Katy Perry, praised the initiative’s efforts in showcasing local Nigerian talent on the worldwide scene. "Best of the Streets is the most impressive artist discovery platform I have encountered from Africa."

The music sector was valued at $30 billion globally last year. Afrobeats stands out as the quickest expanding musical category worldwide, with more than 1.1 million hours of tracks from Nigeria being streamed solely on Spotify this year.

Regarding the significance of fostering the creative potential of young people, Mobolaji Ogunlende, the Honourable Commissioner for Youth and Social Development in Lagos State, stated, "We as a government are committed to ensuring that nobody is left behind in LagosState, regardless of their origins."

“Lagos has approximately 30 million residents, with 60% being young people. While not all youths can access education, they include creative individuals, digital experts, fashion leaders, and more. This platform aims to inspire them.”

Aspiring participants can join by calling *463# using an MTN phone number, submitting original work through the official @creamplatform, and encouraging supporters to vote. This year, more than 2584 talented individuals will have their creations displayed and recognized. The submission period for the contest extends throughout December, featuring various prizes awarded daily, weekly, and monthly, culminating in one overall victor receiving the top honor.

The Best of the Streets program underscores MTN's dedication to empowering young people and fostering creative innovation, which syncs well with the rising needs of Nigeria’s expanding entertainment sector.

Provided by Syndigate Media Inc. ( Syndigate.info ).