Ultima Studios to Drive Economic Diversification Through Next Afrobeats Star Show  

Iyke Bede

With registration to audition for a new talent show, Next Afrobeats Star (NAS), underway, organisers have expressed optimism in its potential to generate direct revenue for the country in the long haul.

At a recent launch event, Femi Ayeni, Chief Executive Officer of Ultima Studios, elucidated how the program will empower creatives by establishing a platform that showcases their talents to a global audience and drives revenue generation through sales and export.

“One of our primary objectives is to ensure that our naira doesn’t continue to depreciate. That is one of the things afrobeats has been helping bolster our economy: these artistes travel and earn in dollars and come back to spend it here. So, we need to diversify our economy from just oil. That’s what afrobeats is doing, this is what this show aims to amplify.”

He added, “The FX can only improve if we diversify our exports and substitute our imports. So, instead of buying foreign music, we are now exporting Nigerian music.”

Conceived by Ultima Studios, renowned for their production of television franchises such as ‘Who Wants to Be a Millionaire,’ ‘Project Fame,’ and LionsDen,’ this original television format is aimed at projecting young afrobeats talents with the creative oomph to dismantle popular songs and reproduce their unique cover versions.

Billed to officially kick off live shows in April and run for 18 weeks, with a grand finale planned for June 2, 2024, the show will work with thousands of auditioners, streamlining the entries to just 48 slots where a head-on collision will ensue between paired contestants.  This process will further distil them into 12 finalists who then earn the privilege of mentorship under the judges.

In a departure from the norm of recruiting singers as judges, NAS has called upon the expertise of producers, bringing them from behind the scenes to the forefront of talent evaluation and adding a unique perspective to the judging panel.

Osabuohien Osaretin (Sarz), Peace Oredope(P-Prime), Oluwajuwonlo Iledare (Puffy-Tee), and Alexandre Uwaifo (Andre Vibez) will serve as the lead judges with room for cameo guest performances and mentoring. 

The maiden edition of NAS,  according to the organisers, is poised to attract over 400,000 entries from across the globe. The winner will walk away with a recording deal, a car, and a cash prize.