XL Creative Hub has officially launched "Battle of the Beats Season 1," Nigeria's first-ever Afrobeats production reality show. This 12-day musical contest, as announced by Clement Makinde, the Hub's Business Manager, is set to captivate audiences from November 1 to 12, 2025, and will be exclusively live-streamed on YouTube. The show aims to unite six of the nation’s most talented Afrobeats producers for an intense creative showdown, all under the discerning scrutiny of seasoned industry professionals. The competition is structured for high-pressure creativity, with producers locked in a creative camp where they will craft beats as professional judges meticulously evaluate their work. Registration is completely free, emphasizing inclusivity by removing financial barriers for participants. The show kicks off on November 1, features an elimination night on November 8, and culminates in a grand finale on November 12, where the top three producers will compete for the coveted crown.

The stakes are substantial, with prizes including ₦500,000 for the winner, ₦300,000 for second place, and ₦200,000 for third place. Following the producers’ battle, the platform will extend its reach to artistes across Nigeria, inviting them to record songs using the winning beats. This subsequent competition for artistes will run from November 12 to 24, 2025, offering even more rewarding opportunities. Artiste participation involves downloading a winning beat, recording a song, creating a video, and submitting entries via Instagram and the official website. The artiste prizes are designed to be career-defining, ₦1 million and a label contract for the winner, ₦500,000 for second place, and ₦300,000 for third place. Winners across both categories will be determined through a mix of public voting and professional judging, with voting set for November 12 to 25, 2025.

Makinde articulated the initiative’s core mission: to bridge the gap between grassroots creativity and professional opportunities by democratizing access to world-class production facilities, regardless of financial status or geographical location. According to him, “Battle of the Beats” aspires to uncover raw talent, document the dynamic evolution of Afrobeats, inject vital funds into the creative economy, and establish a transparent, annual platform that launches professional careers. Music lovers are encouraged to follow @battleofthebeatsshow on Instagram and tune in for the premiere on November 1, 2025.

In the short term, the competition aims to launch at least three professional careers, create measurable economic impact, and build a 50,000-member YouTube community. Its ambitious long-term vision includes Pan-African expansion, prize pools of ₦25–₦30 million, and achieving recognition on par with major music awards. The organizers also noted that the project seeks to tackle key industry challenges, gatekeeping, producer undervaluation, and limited exposure, by fostering a transparent, inclusive, and sustainable creative ecosystem.

The panel of judges features Nnaemeka Ugochukwu Onusiriuka (Mr. Mekoyo), Tunde Akinsanmi of the acclaimed group Styl-Plus, and Manasseh Mashi (Monlee Mane).Mr. Mekoyo, a renowned Nigerian musician, producer, songwriter, and multi-instrumentalist, gained national recognition as the producer behind Styl-Plus’s timeless hit “Olufunmi.” His illustrious career, spanning numerous album credits as a producer, composer, and songwriter, has cemented his reputation as one of Nigeria’s most respected creative minds.