Obi Asika, CEO and Director-General of the National Council for Arts and Culture, has called on emerging artists to focus on originality instead of trying to imitate established stars.
Speaking during a live YouTube webinar titled “The Next Billion Dollar Sound: Music, Data & Digital Investment,” Asika encouraged young musicians to cultivate their unique sound, style, and voice rather than attempting to replicate the success of artists like Wizkid. “Stop trying to be someone who already exists. We don’t need another Wizkid. Be the first version of yourself,” he said.
Blending industry insights with practical advice, Asika gave an honest look at the challenges of building a music career today. He highlighted the mental, financial, and emotional hurdles artists face in the digital age, emphasizing that audiences respond to authenticity more than imitation.
“Many newcomers think copying a successful style is the fastest route to recognition, but true impact comes from being original,” he said, noting that so-called “overnight success” is usually the result of years of persistence, repeated setbacks, and constant learning. “Sometimes failure is necessary because it teaches hunger, discipline, and focus,” Asika added.
He described the music journey as a solitary one, with artists often chasing the thrill of their first hit while grappling with self-doubt and attempts to replicate previous successes. The real breakthrough, he argued, comes when artists embrace their genuine identity.
Asika also stressed the importance of understanding the business side of music, including publishing, distribution, label structures, endorsements, and deal-making. “If you hold 100% of something but do nothing with it, you’re sitting on 100% of nothing,” he remarked. Strategic collaboration and informed decision-making, he explained, are essential for sustainable success. “Nothing in this industry is free,” he said, whether in New York, Enugu, or Sudan, highlighting the value of structured partnerships.
Pointing to modern examples, Asika highlighted Asake’s rise as a case study in originality. By blending Yoruba, Fuji, and trance influences in a unique way, Asake has gained global recognition. His collaboration with Red Bull has expanded his international presence and opened doors for worldwide tours. “People may not understand the language, but they recognize authenticity,” Asika concluded, urging musicians to stay true to themselves while navigating the complexities of the industry.
