Obi Asika, Director General/CEO of the National Council for Arts and Culture (NCAC), has urged emerging Nigerian artists to prioritize originality over imitation, advising them not to try and become another established star.
Speaking at the ‘The Next Billion Dollar Sound: Music, Data & Digital Investment’ webinar, Asika said, “Stop trying to be somebody that’s already out. We don’t need another Wizkid. Be the first version of you.”
His keynote provided a practical reality check for young talents, combining decades of industry experience with guidance on the business, emotional, and spiritual aspects of building a music career in today’s digital landscape.
Asika stressed that the industry rewards uniqueness rather than duplication. Many young artists attempt to replicate sounds that have already proven successful, but he emphasized that standing out comes from embracing one’s authentic self.
“Sometimes you need to fail to really win because failure teaches hunger, discipline, and focus,” Asika said, noting that most so-called overnight successes often spend four to five years grinding behind the scenes, experimenting, learning, and restarting.
He described music as a “lonely road” where artists wrestle with self-doubt while chasing the feeling of their first hit. The breakthrough, he said, comes when artists fully embrace their individuality.
Beyond creativity, Asika urged artists to understand the business side of music—from publishing and distribution deals to label partnerships and structuring endorsements. “If you retain 100% and do nothing, you’re sitting on 100% of nothing,” he warned. He stressed that collaboration and smart deal-making are critical for a sustainable career, whether in New York, Enugu, or Sudan.
As a modern example, Asika highlighted Asake, who blends Yoruba, Fuji, and trance influences to craft a sound entirely his own. Asake’s recent showcase with Red Bull demonstrated his versatility and opened doors for international touring. “People may not understand the language, but they understand authenticity,” Asika noted.
The NCAC chief’s advice underlines the growing need for young Nigerian artistes to balance creativity with strategic business decisions, ensuring long-term success in an increasingly globalized music industry.
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