TomTom, Trace partner on nationwide campus tour to ‘discover music talents’

TomTom, a menthol candy brand, has partnered with TRACE Naija, an entertainment channel, for a nationwide campus tour to discover young music creatives.

The tour, tagged ‘Trace in the City’, is scheduled to run from October 13 to November 3.

The 22-day tour will visit seven universities across the country, providing students with a platform to showcase their talents and learn from industry professional.

The campuses include University of Lagos, University of Ibadan, University of Port Harcourt, University of Calabar, University of Uyo, University of Abuja and the Federal University of Technology, Akure.

In a statement, Morolake Emokpaire, the category lead (Gum and Candy), Cadbury West Africa, said the timing for the partnership is crucial for the discovery and promotion of music talents.

Emokpaire also highlighted the company’s commitment to supporting young creatives through initiatives like the Breathe Academy, a learning platform for music enthusiasts and collaboration with TRACE.

“This partnership is both timely and critical, as we push to discover, nurture and showcase music talents,” she said.

“We are passionate about providing the platform, knowledge, connections, and support for young music creatives to thrive.

“This is essentially what informed our decision to develop the Breathe Academy, and establish this partnership with TRACE Naija.

“The campus tour (Trace in the City) is another major step in strengthening that commitment. We have made adequate plans to ensure engagement across the different campuses is top-notch.”

The partnership comes after the launch of TomTom’s Breathe Academy on July 4.

The academy caters to music creatives, providing real-time online learning and a comprehensive music business curriculum.

Currently, more than 2,000 young creatives have signed up on the platform.