Renowned gospel artist Nathaniel Bassey has steadfastly refused to commercialize his massively popular Hallelujah Challenge, choosing divine obedience and spiritual focus over lucrative financial opportunities.
The ongoing October 2025 session of this midnight worship program continues to stream live on YouTube without any ads or monetization features, reaching millions of viewers globally.
Bassey's channel, boasting more than 1.5 million subscribers, remains ad-free for the event.
Launched in 2017, the Hallelujah Challenge stems from what Bassey describes as a direct divine mandate to keep it non-commercial a choice that experts estimate has forgone over ₦1.4 billion in possible ad revenue and sponsorships.
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