In a powerful and candid social media post, Osabuohien Osaretin, the iconic producer known as Sarz, has distilled nearly two decades of experience in the Nigerian music scene into essential wisdom. The Benin City-born hitmaker, whose career began in 2007, took to X, formerly Twitter, to share 19 hard-earned lessons from his journey. The thread resonated deeply, amassing over 292,000 views and 7,900 likes in less than 24 hours.
From Benin City to Global Stages: The Sarz Legacy
Sarz is a foundational architect of the modern Afrobeats sound. His signature percussive and layered drum patterns have become a genre staple. He has crafted era-defining hits for a spectrum of artists, from Niniola and Reminisce to global superstars like Wizkid, Burna Boy, and even Drake, contributing to smashes like "One Dance" and "Come Closer." His influence remains potent, as evidenced by his recent album, "Protect Sarz At All Cost." His advice, therefore, comes not from theory but from proven, Grammy-nominated success.
10 Crucial Takeaways for Aspiring Creatives
Here are the ten most vital lessons extracted from Sarz's extensive thread, serving as a survival guide for anyone navigating Nigeria's competitive and complex music industry.
1. Discern Genuine Relationships from Opportunistic Ones. Sarz begins with a sobering truth: the industry is filled with both real friends and those feigning friendship for gain. He stresses that knowing the difference is critical to avoiding emotional and financial pain. This echoes sentiments from other veterans like Don Jazzy, who has often called trust the real currency in Afrobeats.
2. Cultivate Irreplaceable Value. "Be valuable. When what you bring is in high demand, you can't be ignored for long," Sarz advises. His own path—from selling his first beat for 3,000 Naira at age 15 to working with Beyoncé and Skepta—proves this principle. In a saturated market, unique skill is the ultimate leverage.
3. Learn the Local Rules of the Game. Sarz warns against blindly applying Western industry models to Nigeria. He highlights that residual income is not straightforward in the Nigerian context, pointing to systemic challenges. The nation's music sector, valued at around $2 billion, struggles with issues like weak copyright enforcement and conflicts between collection agencies like MCSN and COSON.
4. Treat Artists' Promises with Healthy Skepticism. "Most artists will sell you dreams when they need you... many of them are lying," Sarz states bluntly. He urges producers to rigorously vet promises, especially concerning royalties, to protect their financial worth and avoid being exploited by emerging talents who disappear after a hit.
5. Prioritize Consistency Over Raw Talent. According to Sarz, consistency is often the sole factor separating a talented individual from someone less skilled who secures more opportunities. His prolific output over 19 years built the reputation and catalogue that define his career.
6. Achieve Deep Mastery of Your Craft. "Understand your craft deeply," he emphasises. Becoming the only person who can execute a specific sound creates career-long demand. His iconic "Sarz on the beat" tag is a trademark of quality born from profound mastery.
7. Find a Guide in a Mentor. Sarz strongly advocates finding a mentor, noting that the right guide can compress years of learning into months. He practices what he preaches through initiatives like The Sarz Academy and MTN's Next Afrobeats Star, where he mentors talents like P.Priime.
8. Build Discipline for When Passion Fades. "Passion will fade. Discipline won't," Sarz reveals. He credits discipline for his longevity, from humble beginnings to winning awards like the 2022 Headies Producer of the Year. He even maintains a strict fitness regimen to combat industry burnout.
9. Fully Embrace Your Unique Identity. Sarz encourages creators to lean into what makes them different, stating that every popular template began as someone's unique idea. His confident project titles, like "Sarz Is Not Your Mate," reflect a career built on distinctive identity, not imitation.
10. Understand That Timing is Everything. Sarz concludes by emphasising the critical role of timing. "You can do everything right and still wait," he notes, advising against rushing the process or cutting corners. His own rise was a marathon, evolving from producing for Lord of Ajasa in 2007 to shaping hits for Asake and mentoring a new generation today.
The Blueprint for Longevity
Sarz's lessons transcend simple production tips; they form a holistic blueprint for sustainable success in a high-stakes environment. They address the financial pitfalls, relational complexities, and psychological demands unique to the Nigerian creative landscape. For the aspiring producer or artist, this wisdom is a vital toolkit. It underscores that in an industry often focused on viral moments, true legacy is built on value, discipline, strategic patience, and an unshakeable understanding of one's unique worth.
