Encomium
Every year, World Music Day serves as a reminder of the powerful role music plays in
shaping culture, identity, and human connection. In Nigeria, especially, music has
become more than entertainment. It is how young people express themselves, tell
their stories, build communities, and increasingly, create opportunities for global
relevance.
From Afrobeats becoming an international force to local sounds influencing pop
culture conversations across the world, Nigeria’s music industry has evolved into one
of the country’s strongest cultural exports. But behind the success stories and
chart-topping moments is a growing need to properly support the next generation of
talents who will carry the industry forward.
For years, TomTom has maintained a strong connection with Nigeria’s youth culture
and entertainment scene, growing beyond a household menthol candy brand into
one that naturally exists within music and pop culture conversations. From major
concerts and live music experiences to youth-focused creative initiatives like; Trace
in the City, and the MTV Base Cypher, the brand has consistently shown up in spaces
that matter to young Nigerians.
In recent time, that relationship with culture is evolving into something more
intentional through initiatives like Breathe Academy, the Breathe For It Summit, and
the Breathe Through It Verse Challenge, platforms designed to support, inspire, and
empower emerging music talents.
As Nigeria’s music industry continues to gain global recognition, there is also growing
awareness around the importance of mentorship, education, and access for
emerging talents. While talent is abundant, many young creatives still struggle with
understanding the business side of music and navigating the realities of an
increasingly competitive industry.
This is part of what makes initiatives like Breathe Academy relevant.
TomTom’s online learning platform created to help aspiring artists and creatives
better understand both the craft and business of music. At a time when many young
talents are trying to navigate an increasingly competitive industry, access to
practical knowledge and mentorship has become just as important as talent itself.
Through curated learning sessions, industry-led conversations, and expert insights,
participants gain exposure to areas like branding, music distribution, content
creation, marketing, audience building, and career development. The platform is
helping simplify industry knowledge in a way that feels practical, relatable, and
accessible for young creatives trying to find their footing.
Ahead of World Music Day, TomTom continues to strengthen its position as a brand
that understands and contributes to Nigeria’s music culture not only through
entertainment experiences, but also by helping create opportunities for the next
generation of artists, creators, and music entrepreneurs to grow and succeed.
