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Why Partnerships are Important in Building Sustainable Business Models for Music Reality Shows

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By Taofik Bankole,

Music reality shows are popular for their mouthwatering benefits for participants and eventual winners. These benefits ultimately keep the interest in the shows alive, serving as the recipe for good ratings in a highly competitive era of reality shows.

In the past, participants at various levels of music talent shows have joyfully walked home with cash prizes, brand new cars, new apartments, and in many cases, recording contracts. But for the eye-catching monetary and property reward, critics have pointed out that music reality shows barely provide enough for participants in terms of career elevation, hence one of the reasons only a handful go on to attain global stardom. Perhaps what these music reality shows have so far lacked is a strategic career development and business models that could form a catalyst for the transformation of the raw talent into complete packages.

One of such career development and business models that have not been fully explored by organisers of music talent shows is partnerships. Strategic partnerships with reputable organisations, brands and even top-class individuals will in no small measure add an extra spice to the business models adopted by organisers and this will deliberately leave the contestants with a better chance at success.

Simply put, strategic partnerships are a prerequisite for the sustainable success of not just music talent shows, but any talent show at that. Having been a frontrunner in talent discovery and development in Africa over the years, MTN is creating an encouraging rule book for music talent shows with its latest attempt at youth empowerment, Y’ello Star.

In addition to the attractive monetary and property package for the winner, the Y’ello Star winner will walk home with 5 million naira cash prize, a brand new car, and a fully furnished apartment with a home recording studio. All contestants at the maiden edition of the music talent show will also have a rare opportunity to learn the art and business of music, courtesy of partnerships with institutions like the Berklee College of Music, the Henley Business School and Afrinolly Creative Hub.

These partnerships are reflective of MTN’s desire to create a platform for talented individuals to be seen and heard build, whilst also building capacity in the music industry beyond the competition. Henley Business School describes participants in its programmes as having an opportunity to be “enriched by up-to-date knowledge and research, interactive teaching and study projects.”

“At Henley, we apply academic theory to real-world examples to help bring business to life,”

Henley Business School’s contributions to the development of the contestants will include providing a series of entrepreneurship master classes and six months of extensive coaching to help equip them with entrepreneurial skills to have a successful career in the creative industry. With Henley’s program certification and induction, MTN Y’ello Star contestants will be exposed to a global network of professionals and business leaders, with the college boasting over 80,000 alumni in 160 countries.

Similarly, MTN’s partnership with the prestigious Berklee College of Music for the Y’ello Star project will see the winner get a rare opportunity to record and produce a song at the Berklee world-class studio in New York. All final 14 contestants will also go through an online music training program from the same school, while the top five finalists will win scholarships to attend the Berklee 2021 Summer Music Program. What this means is that beyond the opportunity of financial empowerment for the participants, Y’ello Star has been strategically put together to leave a long-lasting impact on participants’ careers as they chase their dreams.

The brilliance of these partnerships is that they form a three-pronged business model that benefit the participants, the organisers and partners alike. Henley Business School, for example, has been particular about strengthening its presence in West Africa for some time, and partnering with MTN on such a magnanimous show will open it up for a chance to reach its desired goal.

Indeed, the possibilities of deliberate partnerships during talent shows abound. As more talent shows emerge to unearth the next generation of music superstars, MTN Y’ello Star will raise its head high to set a standard for sustainable models through its peerless partnership with some of the world’s finest organisations. And it is only right that others follow.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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Top Nigerian Startups Secure Funding Boost @ iHatch Demo Day Awards

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Nigeria’s startup ecosystem received a fresh injection of momentum as top emerging ventures secured funding and investor attention at the iHatch National Demo Day, where Interface Africa clinched the highest prize of $15,000.

The 4th cohort of the NITDA–JICA-backed accelerator brought together founders, policymakers, and venture stakeholders in Abuja, showcasing innovations ranging from clean-energy financing and digital food marketplaces to next-gen fintech tools.

The startups went rounds of running through state-level selections and regional competition. iHatch was established in 2021 as a strategic partnership to create an enabling environment for young Nigerians to develop and scale their innovative solutions.

The iHatch National Demo Day (4th Cohort), is an initiative by NITDA and JICA which provides a clear pathway for homegrown talent to contribute significantly to economic diversification and digital transformation.

After rigorous selection processes, the top founders converged to pitch their innovations, recognised the standout performers, which are:

Interface Africa with $15,000, the firm is driving Nigeria’s clean energy transition by enabling structured and affordable solar financing.

Ahioma with $12,000, the firm enhances food accessibility with a digital marketplace connecting consumers directly to trusted vendors.

Linia Finance with $10,000, the firm is helping Nigerians take control of their finances with tools for budgeting, tracking, and smart money planning.

Chapta got a laptop reward. They delivering an offline-capable school application ensuring consistent, accessible learning for students everywhere.

Softdrop also got a laptop reward, they solve logistics challenges through a modern delivery platform designed for speed, convenience, and efficiency.

 


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Fidelity Bank to Host Virtual Masterclass on New Tax Law

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Fidelity Bank Plc, a leading financial institution, will host a free virtual training on the Nigeria Tax Act 2025 (NTA) as part of its commitment to helping small businesses prepare for the upcoming legislation.

Fidelity Bank to Host Virtual Masterclass on New Tax Law

Fidelity Bank

The masterclass is scheduled for 10:00 AM (Nigerian time) on Friday, 12 December 2025. It will provide participants with clear insights into changes in the tax framework, the impact on income and business operations, and practical steps to avoid penalties in 2026.

Attendees will also learn strategies to stay ahead in an evolving regulatory environment.

The Nigerian government enacted major tax reforms on 26 June 2025 when President Bola Ahmed Tinubu signed four tax bills into law.

These Acts will take effect on 1 January 2026 and represent a significant overhaul of the country’s tax system.

The reforms aim to modernize and harmonize Nigeria’s tax framework, improve revenue generation, broaden the tax base, and create clearer rules for individuals, businesses, and government agencies.

“Our decision to host this masterclass reflects our commitment to empowering businesses with the right information ahead of the commencement of the new tax regime.

“Information is money and a well-informed business owner is already steps ahead in the race to success.

“This is why we are bringing experts to provide accurate details and demystify the tax act,” said Osita Ede, Divisional Head, Product Development, Fidelity Bank Plc.

Interested participants can register via https://bit.ly/2026TaxLawMasterclass .


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PalmPay MD Seeks Deeper Financial Inclusion @ CeBIH Annual Conference 2025

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L-r: Chika Reginald Nwosu, Managing Director, PalmPay; Tunde Ogundipe, Co-Founder & Chief Executive Officer, E-Doc Online; Emezino Afigbe, Head, Gender Center for Excellence, Enhancing Financial Innovation and Access (EFInA); Ronke Kuye, CeBIH Advisory Council; Dr. Badamasi Lawal, CEO National Social Investment Program; Uche Uzoebo, Chief Executive Officer, Shared Agent Network Expansion Facilities (SANEF); Dominic Wadongo, Chief Risk Officer, SmartCash Payment Service Bank, Nigeria, at the CeBIH Annual Conference recently.
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PalmPay, Nigeria’s leading digital banking platform, has renewed its commitment to deepening financial inclusion across the country. At the CeBIH Annual Conference 2025, themed “Reimagining Financial Inclusion through Cultural Shifts in Consumer Credit,” PalmPay’s Managing Director, Chika Nwosu, urged industry players to deepen financial inclusion by embracing community-aligned solutions and customer-centric innovations that can better serve Nigeria’s underserved and unbanked populations.

Speaking during a panel session titled “Social Inclusion, A Veritable Tool for Financial Inclusion,” Chika Nwosu joined other industry leaders to share insights on strengthening participation among women, rural dwellers, low-income earners, and other financially excluded groups.

Chika Nwosu highlighted PalmPay’s commitment to inclusive finance through its 500,000-strong agent network, which enables seamless cash-in/cash-out services for unbanked users across Nigeria. He also emphasised the importance of PalmPay’s USSD platform, 861#, which allows users with basic phones or limited internet access to perform essential financial transactions.

“Financial inclusion goes beyond access; it must be equitable and tailored to real-life needs,” Chika Nwosu said. He shared how PalmPay leverages behavioural insights to design impactful services, including affordable health insurance, reliable bill payments, merchant solutions, and automated savings features that support financial discipline among users.

The session further examined the role of grassroots agents and community touchpoints in driving last-mile adoption. Chika Nwosu noted that PalmPay’s widespread community presence continues to build trust and encourage excluded populations to embrace digital financial tools.

The session was moderated by Ronke Kuye of the CeBIH Advisory Council and featured representatives from E-Doc Online, SmartCash Payment Service Bank, SANEF, and EFINA.

PalmPay reaffirmed its commitment to driving accessible, secure, and inclusive financial services for all Nigerians. PalmPay is a leading digital banking platform driving financial inclusion and economic empowerment in underserved emerging markets. Through its secure, user-friendly, and inclusive suite of financial services, PalmPay empowers individuals and businesses with tools to manage and grow their money.

PalmPay offers a comprehensive range of products, including mobile payments, savings, and micro-insurance via its app and mobile money agent network.

Since launching in Nigeria in 2019 under a Mobile Money Operator license, the platform has grown to over 35 million app users. PalmPay has operations in Nigeria, Ghana, Tanzania, and Bangladesh.


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