Obi Asika, Director General and CEO of the National Council for Arts and Culture (NCAC), has called on upcoming artists to cultivate their unique sound instead of imitating established stars.
“Stop trying to be somebody that’s already out. We don’t need another Wizkid. Be the first version of you,” Asika said during the recently held webinar, The Next Billion Dollar Sound: Music, Data & Digital Investment.
At the event, Asika’s keynote offered young talents a mix of practical advice and reality checks drawn from decades of experience in the music industry.
He addressed the business, emotional challenges, and unpredictable nature of building a music career in today’s digital era.
According to him, the industry seeks originality rather than replicas of successful artists. While many emerging musicians believe success lies in recreating a popular sound, Asika stressed that it is authenticity that truly stands out.
“Sometimes you need to fail to really win because failure teaches hunger, discipline, and focus,” he noted, adding that most “overnight successes” actually spend four to five years grinding behind the scenes, experimenting, failing, and growing before gaining public recognition.
“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.
Asika also highlighted the importance of understanding the business side of music, including publishing, label partnerships, distribution deals, and structuring endorsements. “If you retain 100% and you do nothing, you’re sitting on 100% of nothing,” he said. “Success requires collaboration. Whether you’re doing a deal in New York, Enugu, or Sudan, nothing in this industry is free; smart deal making is the backbone of a sustainable career.”
He cited Asake as a modern example of authenticity. By blending Yoruba, Fuji, and trance music in a way no one anticipated, Asake has become a global sensation. “People may not understand the language, but they understand authenticity,” Asika explained, pointing to Asake’s recent partnership with Red Bull, which showcased his versatility and expanded his touring opportunities.
