TOMTOM, Nigeria’s most popular candy brand, has been named as the official sponsor of the new season of MTV BASE CYPHER, which debuts on Sunday, February 27, 2022, at 19:00 WAT.
The all-new season (the third in the series) is dubbed ‘Freshman Class,’ and it’s planned to feature a series of thrilling rap battle between several teams, with the audience deciding the victors.
Speaking about the TomTom sponsorship of the show, Category Manager, Morolake Emokpaire, says that “Through the MTV Base Cypher, we are connecting the TomTom’s essence of giving consumers the clarity of voice and confidence for expression with the passion point of millions of Nigerians, music. Having kicked off our IMC campaign (Breathe For It) last year, sponsoring the MTV Base Cypher is just one of the many activities we have in store for TomTom. As a music genre that is fun, vibrant, refreshing and edgy, Rap is an integral part of the Nigerian music culture. It embodies the lyrical uniqueness and expressions of individual talents, and that’s something we connect to as a brand.”
Base cypher is a short form that appeals to rap culture and allows performers to express themselves. In this season’s MTV Base Cypher’s ‘Freshman Class,’ Africa’s best young, up-and-coming rappers will be put up into several groups for a friendly face-off and a chance to win a million naira grand prize.
The Country Manager, Paramount Africa, Bada Akintunde-Johnson, said, “Nigeria’s music industry is brimming with refreshing talent. So far, we have seen hip-hop, soul, afro-pop, afro-fusion and similar genres of music flourish. MTV Base launched the Base Cypher to ensure that while engendering an enabling environment for music artistes, no genre is left behind.”
“Rap culture has blossomed in Nigeria, and we have quite a number of quality lyricists seeking global platforms like MTV Base to showcase their talent to a wider audience. Through the Cypher, we want to give budding artistes the visibility they need to ‘blow’”, he continued.
