By Merit Ibe
TOMTOM, Nigeria’s menthol brand, made by Cadbury Ni-
geria Plc (a subsidiary of Mondelez International), has an-
nounced a partnership with TRACE Naija on its campus tour
initiative, popularly known as ‘Trace in the City’.
This collaboration is part of the brand’s wider commitment
to discover, nurture and showcase underground music cre-
atives, as it identifies with their passions and seeks to connect
with them directly across the country.
This year’s campus tour is scheduled to run from October
10 to 31, 2023 and would hold in seven campuses across the
country, including: University of Lagos, University of Ibadan,
University of Port Harcourt, University of Calabar, University
of Uyo, University of Abuja and the University of Jos.
This partnership comes after the recent launch of Breathe
Academy – a novel online learning platform for music enthusi-
asts interested in the music business. Already, more than 2,000
have signed up to TomTom’s Breathe Academy.
Through this partnership with TRACE Naija, a prominent
name in the music and entertainment industries, renowned
for consistently providing quality entertainment, the brand
will connect directly with thousands of creatives across the
country.
Speaking on the partnership, Category Lead (Gum and Can-
dy), Cadbury West Africa, Morolake Emokpaire, said: “This
partnership is both timely and critical, as we push to discover,
nurture and showcase music talents. We are passionate about
providing the platform, knowledge, connections and support
for young music creatives to thrive.