‘Why we don’t need another Wizkid’, Obi Asika

Nigerian music executive and Director General of the National Council for Arts and Culture (NCAC), Obi Asika, has spoken on the importance of originality in the music industry.

The director-general, while speaking at the ‘The Next Billion Dollar Sound: Music, Data & Digital Investment’ webinar, urged young creatives to aspire to be authentic.

He stated that the creative industry is not looking for duplicates, urging young artists and creatives to be the first version of themselves.

“Stop trying to be somebody that’s already out. We don’t need another Wizkid. Be the first version of you. Sometimes you need to fail to really win because failure teaches hunger, discipline, and focus. Music is a lonely road. Artists often spend years chasing the feeling of their first hit, wrestling with self-doubt and searching for the next sound that connects. But the magic comes when artists lean into who they truly are,” he said.

Obi Asika also stressed the importance of collaboration and partnership. He stated that young artists should learn the business side of their craft and not just focus on their talent.

“If you retain 100% and you do nothing, you’re sitting on 100% of nothing. Success requires collaboration. Whether you’re doing a deal in New York, Enugu, or Sudan. Asake is now a global force. His recent musical moment with Red Bull showcased his versatility and opened up massive touring possibilities. People may not understand the language, but they understand authenticity,” Asika explained.