Nigerian music continues to evolve at an incredible pace, and industry veteran Obi Asika wants rising artists to understand one thing: the world doesn’t need a copy of anyone who already exists. Speaking at the Regalstone Capital webinar “The Next Billion Dollar Sound: Music, Data & Digital Investment,” Obi Asika stressed that originality is still the most valuable currency in the entertainment business. He urged new artists to stop building careers around imitation and instead embrace what makes them distinct.
As he put it, “Stop trying to be somebody that’s already out. We don’t need another Wizkid. Be the first version of you.”
Asika’s message reflects a growing conversation in Afrobeats today—one where global recognition has made some artists feel pressured to replicate the formulas of established superstars. But he reminded attendees that every major star they admire had years of growth behind the scenes before the spotlight arrived.
In his words, “A lot of the overnight successes you see have been grinding, failing, restarting… for years.”
He also emphasized that talent alone is not enough. Understanding the business side of the industry—publishing, distribution, brand partnerships—is what truly sustains a career. He explained that holding onto everything without taking action leads nowhere:
“If you retain 100% and you do nothing, you’re sitting on 100% of nothing.”
Using Asake as an example, Asika highlighted how blending Yoruba, Fuji, and trance elements created a sound so original that it travelled far beyond Nigeria.
He encouraged upcoming artists to take the same creative risks, saying, “Be brave enough to be original. Be bold enough to fail. Be patient enough to grow. And most importantly, Be the first version of you.”
With Afrobeats pushing deeper into global markets, Asika’s reminder feels timely: authenticity, not imitation, is what creates longevity.
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