Obi Asika, CEO and Director-General of the National Council for Arts and Culture (NCAC), has encouraged emerging artists to focus on originality rather than imitating established stars.
During a live YouTube webinar titled “The Next Billion Dollar Sound: Music, Data & Digital Investment,” Asika urged young musicians to develop their unique sound, style, and voice, rather than trying to replicate 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.
His keynote combined industry insights with practical advice and an honest look at the realities of building a music career. Addressing aspiring artists, he highlighted the mental, financial, and emotional challenges that come with pursuing music in today’s digital age.
Asika emphasized that the music industry values originality over imitation. He noted that many newcomers assume that copying a successful style is the quickest path to recognition, but authenticity, he insisted, is what truly resonates with audiences.
He also pointed out that so-called “overnight success” is often preceded by years of persistent effort and repeated setbacks.
“Sometimes failure is necessary to achieve real success because it teaches hunger, discipline, and focus,” he explained.
Describing the music journey as a solitary one, Asika noted that artists often spend years chasing the thrill of their first hit while struggling with self-doubt and attempting to recreate their initial magic. The real breakthrough, he argued, comes when artists embrace their genuine identity.
He further advised that understanding the business side of music publishing, distribution, label structures, endorsements, and deal-making is crucial. Talent alone is not enough.
“If you hold 100% of something but do nothing with it, you’re sitting on 100% of nothing,” Asika remarked.
He stressed that strategic collaboration and informed decisions are essential for long-term success. Whether in New York, Enugu, or Sudan, he noted that “nothing in this industry is free,” and structured partnerships are key.
As a modern example of the benefits of originality, Asika pointed to Asake. By blending Yoruba, Fuji, and trance influences in an unconventional way, Asake has made a global impact. His collaboration with Red Bull has expanded his international reach and opened doors for worldwide tours.
“People may not understand the language, but they recognize authenticity,” Asika concluded.