Nigerians have seen music talent shows. For years, brands have provided aspiring musicians with an avenue to display their talents to the world. These shows are similar because they adopt the same winner takes all rewarding templates. But in the words of assertive singer Brymo, something good is happening.
MTN Nigeria, a frontrunner in talent development in Nigeria, has upped the ante with another music talent project and the excitement is palpable. After successfully laying a foundation for many of Nigeria’s music superstars through other interventions, the drums have once again been rolled out for MTN’s latest brainchild, Y’ello Star.
Music reality shows are generally known to offer contestants mouthwatering prizes, spurring thousands of aspiring musicians to go over and beyond in ensuring a spot place in the competitions. MTN’s latest effort to empower the youths and contribute to the development of the music industry is different. The telco has collaborated with institutions such as the Berklee College of Music and the Henley Business School to help all contestants in the competition to develop their music skills and the business of music.
What is the prize for being the Y’ello Star winner?
After indicating that its focus would be on creating a platform for talented individuals while helping with capacity building in the music industry beyond the competition, MTN has rolled out the most stellar line up of benefits of all music talent shows yet. The Y’ello Star participants will gain valuable knowledge and experience from the show’s impressive lineup of judges including multiple Grammy award-winning producer Malik Yusef, accomplished R&B singer and music executive Banky W, and award-winning singer Omawumi.
If the contestants and music industry connoisseurs had any reservations about the importance of MTN’s latest offering, an all-inclusive package for the winner and final 14 contestants should be enough to convert doubters. Of course, in every competition there’s an outstanding winner. And the Y’ello Star winner has been penned to get a notification of a 5 million naira, a brand new car, a fully furnished apartment with a home recording studio and one year recording deal.
A delicious advantage of being the contestant with the most convincing wow factor is a rare opportunity to record and produce a song at the Power Studio owned by Berklee’s world-class studio in New York, with Malik Yusef slated to lend his creative ingenuity to the entire process.
For context, Malik Yusef is one of the most sought-after writers, composers, and producers in the global music industry. The accomplished wordsmith has contributed to some of the most critically acclaimed music projects by global superstars such as Kanye West, Beyonce, Drake, Common, Raheem DeVaughn, John Legend, Snoop Dogg, and many others. The first and second runner ups will also get cash rewards amongst other benefits.
But in Y’ello Music Star, every participant is a winner. And that’s what sets it apart.
It is a first of its kind music talent project in Nigeria where all finalists will be enrolled in an online music training program from the prestigious Berklee College of Music. The finalists will also be registered for a creative entrepreneurship program at Henley Business School. They will also receive a program certification and induction into the Henley Business school alumni. Even though the top five will have an added benefit of getting scholarships to Berklee 2021 Summer Music Program.
With these, the ICT company is emphatically going beyond the norm in music talent shows by empowering the youth and leaving a long-lasting impact on their careers. While it presents an opportunity for young aspiring musicians to change their lives, the socioeconomic impact and
outlook of Y’ello Star can’t be more impressive. The capacity building which is the competition’s focal point will ensure that participants are exposed to opportunities in the global music industry.
This will enable them become well-rounded artists who can thrive anywhere in the world. It will be exciting to see how the contestants progress to stardom at the end of the competition, as they dream to become greater than the Beyonces, Davidos, Drakes, Wizkids, and Tiwa
Savages of the world.
It is worth commending that a company which has trained hundreds of young Nigerians in the art and business of music since 2006 has reimagined a rewarding template that is worthy of emulation.
