TomTom Candy, Nigeria’s leading menthol brand under Cadbury Nigeria Plc (a subsidiary of Mondelēz International), recently launched the Breathe Academy, a learning management platform designed for music creatives and enthusiasts.
The launch event, held at Terra Kulture in Victoria Island, Lagos, featured performances by emerging artists, a live demonstration of the new platform, and a Q&A session. Officially launched by Oyeyimika Adeboye, the Managing Director of Cadbury West Africa, the event saw attendance from representatives of Cadbury West Africa, music and entertainment industry experts, and young creatives.
In her address, Oyeyimika Adeboye reiterated the company’s commitment to supporting young talents in pursuing their creative aspirations. “TomTom is not just a refreshing mint candy, but a brand that recognizes its social responsibility, with visible impact. Breathe Academy is an investment by Cadbury Nigeria Plc as our commitment to nurturing the next generation of music-industry trailblazers. We are ecstatic to provide a platform that not only imparts knowledge, but also fosters creativity, community, and success,” she said.
Breathe Academy is designed specifically for music creatives between the ages of 18 and 34, offering real-time online learning with a curriculum that spans key areas of the music business. Students will explore songwriting, master the art of music production, understand the complexities of artist management, and learn about current trends in music marketing.
Morolake Emokpaire, Category Lead for Gum and Candy at Cadbury West Africa, commented on TomTom’s investment in music creatives and young talent. “It is beautiful to see TomTom’s relevance through generations as the only black-and-white striped candy in Nigeria. Whether you are a professional giving a presentation or a music lover needing to clear your throat in the studio, TomTom is right there in your pocket. But it is more than that; it is also about our social mission. For every TomTom we sell, we want to give more value to the youth.
We are invested in discovering young creatives and giving them one step up to shine. After sitting with young people to understand the pain points, we realised this was a burden we could easily address. That’s why we are really glad we are here today – because the platform is one of the pillars through which we can nurture young talent. We will do more, but we want our users and fans to spread the word in getting more young creatives on board.”
A highlight of the event was a demo presentation by the platform’s web development team, who showcased the platform’s user-friendly design that fosters an intuitive and engaging learning experience, equipping students with the tools they need to succeed.
Beyond its online offerings, Breathe Academy will collaborate with industry stakeholders, including record labels and creative management firms, to enhance user experience and provide exclusive access to seasoned music executives and professionals, based on specific selection criteria.
Breathe Academy stems from TomTom’s “Breathe for It” initiative, aimed at discovering, nurturing, and spotlighting music talent. Notable winners and participants in TomTom’s initiatives include Mani Lapush and Hayzee, who gained recognition through the 2021 Verse Challenge.
TomTom continues to champion the growth of music talent through Breathe Academy, strategic partnerships, and sponsorship of events such as the Clout Talk Concert, Ric Hassani Live, Pulse Fiesta, Vector’s Album Listening Party, DJ Consequence’s ‘Vibe of the Year’ party, and the 2022 MTV Base Cypher.
