Firm commits to deepening investment in Nigeria’s music industry

To harness the talent potential of the entertainment ecosystem in Nigeria, Cadbury Nigeria Plc (a subsidiary of Mondelēz International), producers of TomTom, has restated its commitment to deepen investment in Nigeria’s music industry.

With its investment in Nigeria’s music industry, Tom Tom seeks to enhance the discovery of new talent, as it contributes to nurturing and showcasing young creatives who breathe for their passions.

The mint candy’s ‘Breathe for It’ programme, which includes its Verse Challenge and Breathe Summit, will be expanded to include more partnerships and platforms that encourage individual and community growth.

This reassurance follows its announcement as the official sponsor of Nigerian Idol Season 8, by MultiChoice Nigeria l, the content owner of the reality show.

Busola Tejumola, executive head of content and West African Channels, MultiChoice Nigeria, said Nigerian Idol continues to offer a unique platform for artists to showcase their talent to a growing national and continental audience.

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Morolake Emokpaire, category lead (Gum and Candy), Cadbury West Africa, expressed TomTom’s desire to continually support the music and entertainment industry across West Africa.

“We are excited to be partnering with MultiChoice Nigeria to sponsor Nigerian Idol and build momentum with our investment in Nigeria’s music talent. We are proud to be associated with such an iconic talent show and look forward to the upcoming season’s activities,” Emokpaire said.

According to her, TomTom’s sponsorship of the show is in line with its social mission to discover, nurture and showcase young creatives.

Joan Odafe, brand manager (Gum & Candy), Cadbury West Africa, said the brand will provide the relevant promotional media benefits to support the growth of participants’ music careers.

“As part of our commitment to support young, aspiring talents, we will work with the first runner-up to further hone their musical abilities. Through the programme, our team and partners will guide the individual through a boot camp,” Odafe said.

The grand finale will be shown on Africa Magic Showcase, Africa Magic Urban, and Africa Magic Family every Sunday for the next nine weeks, beginning on July 16, ahead of the live performances scheduled to commence on 28 May.