TomTom, the iconic menthol candy brand known for its bold taste and deep roots in Nigerian culture, has successfully concluded its 2025 BTI Verse Challenge, an initiative aimed at discovering and promoting young musical talent. Held in Yaba, Lagos, the event brought together over 30 talented contestants from across the region, culminating in a vibrant finale that crowned Lam Young as the winner.
The BTI Verse Challenge is part of TomTom’s wider “Breathe for It” campaign—a youth-focused movement designed to empower creativity and offer young Nigerians a platform to express themselves through music and spoken word. This latest edition of the campaign turned up the volume on youth talent and community engagement, drawing in hundreds of participants and music lovers who came to witness emerging stars take the stage.
The grand finale in Yaba was a night to remember. The atmosphere buzzed with excitement as each performer brought their best to the microphone, delivering original verses that ranged from deeply personal to politically charged, all wrapped in rhythm and passion. The diversity of the performances reflected not only the range of talent among Nigerian youth but also the stories, struggles, and dreams that fuel their artistry.
Emerging victorious was Lam Young, a standout contestant whose lyrical strength and emotional performance earned him top honors from the judges. His delivery was powerful and raw, touching on themes of perseverance, hope, and self-belief. For many in the audience, it was a moment that perfectly encapsulated the spirit of the event.
“I came here with a dream, and tonight it became real,” Lam Young said after the announcement. “TomTom gave us more than a stage—they gave us a voice. This win is just the beginning, and I’m ready to take my music to the world.”
The panel of judges, which included established music producers, artists, and cultural influencers, applauded the quality of talent on display. They highlighted the contestants’ originality and the boldness of their narratives, noting how important platforms like this are in nurturing the next generation of Nigerian artists.
TomTom’s Brand Manager, who spoke during the event, emphasized the company’s commitment to building meaningful connections with Nigerian youth. “The BTI Verse Challenge is more than a campaign—it’s a movement. We believe that every young person has something to say, and through initiatives like this, we’re creating space for their voices to be heard,” she said.
TomTom’s journey with youth-focused initiatives dates back several years, with the “Breathe for It” campaign serving as the centerpiece of its outreach. In 2023, the company organized the “Breathe for It” Summit in Jos, Plateau State—a day-long event that connected young creatives with industry veterans for panel discussions, music masterclasses, and networking opportunities. It was a hit among attendees and paved the way for this year’s more performance-oriented BTI Verse Challenge.
The Lagos edition saw the addition of community-based activities such as mini music workshops, freestyle battles, and media exposure for participants. Contestants received mentoring and feedback throughout the challenge, helping them refine their work and build confidence for future opportunities.
TomTom’s approach stands out not only for its scale but also for its authenticity. By focusing on mentorship, development, and real-world exposure, the brand has gone beyond simple corporate social responsibility—it’s actively investing in the dreams of Nigerian youth.
Plans are already underway to take the BTI Verse Challenge to other cities, allowing for broader participation and deeper impact. TomTom hopes to build a national network of young creatives who can collaborate, support each other, and grow within and beyond the Nigerian music scene.
What makes this initiative even more impactful is its inclusivity. It isn’t limited to those with access to professional studios or high-end production. All that’s required is passion, talent, and the courage to step up. This openness has allowed the campaign to discover raw, unfiltered voices—artists who might otherwise have gone unnoticed.
For the fans, the BTI Verse Challenge was more than just entertainment. It was a reaffirmation that Nigerian creativity remains unstoppable. Even in challenging times, the youth continue to find new ways to express themselves, inspire one another, and chase their dreams with relentless energy.
As the curtains closed on the Yaba stage and the contestants shared final hugs, photos, and freestyle verses, the sense of community was undeniable. The event ended, but the ripple effect of inspiration is only beginning. For Lam Young and his fellow performers, it marks a new chapter. And for TomTom, it’s a reaffirmation of a mission well on track—helping a new generation find its voice, one verse at a time.
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