Legendary Nigerian singer, Innocent Idibia, well known as 2Baba, has said there is no such thing as a “wack artiste” in the music industry.
In a recent post, the ‘African Queen’ crooner said every piece of music is made to evoke emotion and connect with listeners. He explained that how a song performs depends on marketing and promotion.
According to 2Baba, “Every music is tailored to evoke an emotion, to create a spirit. There is nothing like a wack artist.” He added that some artistes who are labelled “wack” become more successful commercially because they understand how to promote their work.
“That is why many of the so‑called wack artists are more bankable than the talented ones. Because they understand that it is not the art itself, it is the marketing of that art,” he said.
“No matter how talented you are or how sweet your music is, there is no music that everybody likes. Everything is narrowed down to the marketing, promotion and the business. It is only those who resonate with your music that will like.”
His comments come as the Nigerian music scene continues to grow, with artistes across genres gaining local and international recognition. The veteran performer, whose career has spanned more than two decades, is widely seen as a key figure in Afrobeats and Nigerian pop music.
This year, he marked 25 years in the music industry and reflected on his journey in an open letter, thanking those who supported his early days and helped shape his career. In that message he wrote about the role of mentors and industry figures in giving him a platform when opportunities were limited.