Obi Asika, the Director-General and CEO of the National Council for Arts and Culture (NCAC), has delivered a powerful message to aspiring musicians across Nigeria, urging them to focus on developing their unique identity rather than copying established stars like Wizkid.
The Call for Originality in Nigerian Music
During a recent live YouTube webinar titled 'The Next Billion Dollar Sound: Music, Data & Digital Investment', Asika emphasized that the music industry has no room for carbon copies of existing artists. "Stop trying to be somebody that's already out. We don't need another Wizkid. Be the first version of you," he stated emphatically.
The NCAC boss warned that many young artists mistakenly believe that imitating successful sounds is the fastest route to fame. However, he countered this mindset by stressing that authenticity is what truly resonates with audiences and cuts through the noise in today's crowded digital landscape.
The Reality of Overnight Success
Asika provided a reality check for aspiring musicians, revealing that what appears as "overnight success" often follows four to five years of unseen, relentless effort and multiple failures. His keynote address blended business insight with emotional truth about the industry's realities.
"Sometimes you need to fail to really win because failure teaches hunger, discipline, and focus," Asika explained during the November 22, 2025 webinar. He described music as a lonely journey where artists often spend years chasing the high of their first hit while battling self-doubt.
Beyond Talent: Embracing the Business
The entertainment executive urged artists to learn the business side of music, highlighting several critical areas:
- Music publishing and distribution
- Label structures and deal-making
- Endorsement opportunities
- Strategic partnerships
"If you retain 100% and you do nothing, you're sitting on 100% of nothing," Asika cautioned, emphasizing that talent alone isn't enough for lasting success. He stressed that collaboration and informed business decisions are essential for longevity in the industry.
Asake: A Case Study in Authentic Success
Asika pointed to Asake as a prime example of originality paying off in the modern music scene. The artist's unique blend of Yoruba language, Fuji influences, and trance elements created an unpredictable mix that propelled him to global recognition.
"People may not understand the language, but they understand authenticity," Asika noted, referencing Asake's recent collaboration with Red Bull that has opened new opportunities for international tours.
The NCAC DG's message comes at a time when many upcoming artists are looking for shortcuts to success. His extensive experience in the entertainment industry lends weight to his advice that structured, informed partnerships remain essential for sustainable careers in music.
Asika maintained that "nothing in this industry is free" and encouraged artists to embrace their true identity while learning the business fundamentals that will support their creative journey from local recognition to international acclaim.
