Obi Asika, the music executive, has urged upcoming artistes to embrace originality rather than imitate already established stars.
Asika spoke at ‘The Next Billion Dollar Sound: Music, Data & Digital Investment’ webinar on Thursday, which followed the release of the ‘Basslines to Billions: Nigeria’s Music Industry Intelligence Report’.
The session also featured Bizzle Osikoya, another music executive.
Asika said the industry does not need “another Wizkid”, adding that authenticity is the only currency that truly cuts through.
He pointed out that many young artistes mistakenly believe that replicating an existing sound is the path to fame. But the music industry, he stressed, thrives on originality.
“Stop trying to be somebody that’s already out. We don’t need another Wizkid. Be the first version of you,” he said.
Citing Asake as an example, Asika said the singer’s unique blend of “Yoruba, Fuji and trance”, a combination many never predicted, shows how far authenticity can take an artiste.
He also spoke on the realities behind artistic success, describing music as an unpredictable journey that requires experimentation, failure and reinvention.
He said most “overnight successes” actually spend four to five years working before their breakout.
“Sometimes you need to fail to really win,” he said.
Asika said many young artistes mistakenly believe that replicating an existing sound is the path to fame. But the music industry thrives on originality.
On the business side, Asika warned artistes against clinging to ownership without making strategic moves.
“If you retain 100% and you do nothing, you’re sitting on 100% of nothing,” he said.
He urged upcoming acts to understand publishing, distribution, label structures and endorsement deals, adding that collaboration is “the backbone of longevity”.
“Nothing in this industry is free. Whether you’re doing a deal in New York, Enugu or Sudan, smart dealmaking is essential,” he added.
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