What an artiste must do to ‘blow’ – Illbliss

By Nehru Odeh

Popular Nigerian rapper, actor, and businessman, Tobechukwu Melvin Ejiofor, also known as Illbliss, has revealed two simple yet essential actions young Nigerian artistes should take to develop their craft and succeed in the industry.

According to the award-winning artiste, popularly referred to as Oga Boss, young creatives must build a community wherever they are located and seek relevant information that can help them grow independently.

He made this known on Friday, 19 September, during a session titled “Who Owns the Future of Imagination: Digital Renaissance – Invention, Influence or Extraction?”

The session was one of many held at the 2025 African Creative Market, which took place at the Landmark Event Centre, Victoria Island, Lagos. The three-day event drew distinguished guests and participants from across Africa.

Illbliss, whose talent management outfit, The Goretti Company, helped launch the careers of renowned artistes such as Chidinma and Phyno, emphasised the importance of starting small and leveraging local support systems.

“If I was to speak to a 20-year-old artiste, I would advise that you go and build your community — people who will follow and believe in you. I don’t care if it’s the guy down your street, the people in your hostel, or those in your village. Let people start to believe in you,” he said.

He continued by stressing the need for knowledge and self-reliance:

“Secondly, get information. A lot of artistes are not informed. They think it’s up to management. God is not going to send a destiny-shaping manager from somewhere to sort it all out for you. You are your first manager, your first marketer, your first choreographer — everything is up to you. There is no team.”

Citing the example of Liona, a rising Nigerian Afrobeats sensation, Illbliss praised the singer’s independent drive and work ethic.

“Have you heard of an artiste called Liona? He went on a 24-state tour, not funded — all from his own pocket. He would just move. ‘Today I’m in Yola, tomorrow I’m in Enugu.’ That’s the spirit. You have to figure it out yourself first before anyone else can buy into your vision.

“Build your community. Then let your listeners — the people who believe in you — take you from there. And don’t forget: information is power.”

The session was well moderated by Ms Bukola Oloyede, a media and creative consultant, as well as a TV and film producer/director. It also featured other notable speakers, including Clarence Peters (Founder and CEO, Capital Dreams Partners), Kofoworola Eze (Legal Executive, EbonyLife Group), Malik Afegbua (Artist, Filmmaker, Designer, and Creative Technologist), and Seju Alero Mike (Founder and Creative Director, Osengwa).