The Naija Local Talent Search (NLTS), a first-of-its-kind talent hunt and reality TV show, is set to debut this September in Lagos, bringing a fresh wave of excitement to Nigeria’s creative scene. The initiative, promoted by the Priscilla Sogbuyi Memorial Foundation (PSMF) in collaboration with Afrika Konnektnews Network (AKNN) and 1908 Sole, aims to discover and celebrate the best talents emerging from the streets across the country.
For a fact, Nigeria is a nation overflowing with raw talent, the Naija Local Talent Search promises to be more than another talent show. It’s a bold movement that seeks to recognize and elevate the creative energy bubbling in every corner of Nigeria’s diverse neighbourhoods. From music to arts, crafts, technology, and more, NLTS is committed to finding those hidden gems often overlooked and giving them the national stage they deserve.
Starting with auditions in September 2024, the search will begin at the grassroots level, reaching out to young Nigerians from Local Government Areas and Local Council Development Areas (LCDAs) nationwide. As the competition progresses from local to state levels, it will culminate in a national finale set for the first quarter of 2025. This journey will cover Nigeria’s entire length and breadth, ensuring no talent goes unnoticed.
Unlike many talent hunts confined to the bright lights of big cities, NLTS is taking a different route by heading directly into the streets and communities where creativity thrives. It is positioned to be supported by all 57 Local Government Chairmen under the Conference 57 umbrella in Lagos State to kick off and a host of corporate partners, the initiative is poised to have a lasting impact on both local communities and the national stage.
Ayo Sogbuyi, the Founder of PSMF and CEO of Afrika Konnektnews Network, expressed his excitement: “We are thrilled to launch a talent search that offers young Nigerians a unique opportunity to showcase their skills on a national platform. This initiative is about celebrating creativity within our communities and fostering the crucial role of local governments and corporate partners in empowering Nigerian youth.”
The stakes for the participants are high. The State Champion will receive a ₦5 million cash prize and a talent management deal that promises to open doors to some of the industry’s best opportunities. The top three winners will also be honored as Local Government Youth Talent Ambassadors, becoming role models and inspiring figures within their communities. But beyond the prizes, the NLTS is a chance for participants to gain mentorship, and exposure, and build a sustainable career in Nigeria’s booming entertainment and creative sector.
The Naija Local Talent Search is more than just a competition — it is a powerful platform for growth. Designed to foster inclusivity, it welcomes young talents from all backgrounds to be in the spotlight by working in tandem with the local leaders. NLTS aims to create a vibrant ecosystem where emerging talents are guided and supported by experienced professionals in the entertainment and creative industries.
With a dynamic media campaign that spans television, radio, social media, and print, the NLTS is expected to generate over 100 million impressions, capturing the imagination of the nation and encouraging widespread participation.
Nigeria, this is your moment!
Seunmanuel Faleye is a brand and communications strategist. He is a covert writer and an overt creative head. He publishes Apple’s Bite International Magazine.
