The Federal Government of Nigeria has expressed strong support for the newly launched N100 million European Union funded initiative called The Hustle Reality Show, a project designed to boost youth empowerment, entrepreneurship, and economic development across Katsina, Zamfara, and Sokoto States.
The endorsement came from the Minister of Youth Development, Comrade Ayodele Olawande, who was represented by Hajiya Amina Dauran, Director of Network and Social Mobilization. Speaking after the launch hosted by Search for Common Ground and attended by Nairametrics, the ministry described the initiative as a strategic intervention that offers financial inclusion opportunities and promotes peace building at a time when young people in the Northwest face limited economic options.
Olawande stated that the project aligns with the federal government’s national priority of building safer and more resilient communities for young people. She noted that the country continues to deal with violent extremism, social diversion, and unemployment challenges that heavily affect youths in Northern Nigeria.
According to her, the show introduces a creative model for peace and social cohesion by using media, community engagement, and strategic dialogue to change narratives. She congratulated all partners involved and encouraged sustained investment in initiatives that support job creation, business development, and digital skills for young Nigerians. The ministry emphasized that such programs help secure the socio economic future of the nation.
The Country Director for Search for Common Ground in Nigeria, About Karno Ouattara, explained that The Hustle Reality Show will bring together young entrepreneurs aged 18 to 35 from the three target states to collaborate and develop solutions for real community problems. He described the platform as a space where innovation, teamwork, and business leadership can grow.
Ouattara revealed that participants will get training, mentorship, and access to up to N100 million seed capital if their business pitches are approved by judges and investors. He added that the project is taking place in Katsina, Zamfara, and Sokoto because the states are currently struggling with violent conflict and economic fragility.
Speaking at the event, the Ambassador of the European Union Delegation to Nigeria and ECOWAS, Gautier Mignot, said the launch marks the start of an exciting journey focused on shifting young people away from conflict drivers and positioning them as agents of change.
He stated that The Hustle Reality Show supports EU priorities by bringing youths from different communities together, equipping them with entrepreneurial skills, and building networks that cross social and regional boundaries. Mignot stressed that the EU remains committed to strengthening youth empowerment in Nigeria because empowering young people contributes to national stability, job growth, and sustainable development.
The intervention arrives months after the North West Development Commission announced the opening of applications for the 2025 and 2026 Undergraduate and Postgraduate Foreign Scholarship Scheme targeted at exceptional students from the region. The Commission said the scholarship aims to promote academic excellence and strengthen human capital development in the Northwest.
Officials expressed belief that when young people thrive through access to education, business funding, and innovation platforms such as The Hustle Reality Show, societies become more resilient and development accelerates. Stakeholders at the launch said the initiative is expected to expand economic opportunities and inspire youths to pursue scalable business ideas that support long term growth.
