Director General of the National Council for Arts and Culture (NCAC), Obi Asika, has called on emerging artists to prioritize originality over imitation, warning that the industry has no space for copycats.
Speaking at the webinar “The Next Billion Dollar Sound: Music, Data & Digital Investment,” Asika delivered a candid keynote drawn from decades of experience in the entertainment ecosystem.
“Stop trying to be somebody that’s already out. We don’t need another Wizkid. Be the first version of you,” he told young creatives.
Asika noted that many rising artists mistakenly believe success lies in mimicking already established stars. He stressed that what truly stands out in today’s crowded digital music landscape is authenticity, not duplication.
According to him, most “overnight successes” have actually spent four to five years experimenting, failing, evolving and rebuilding before breaking through. “Sometimes you need to fail to really win because failure teaches hunger, discipline, and focus,” he said. “Music is a lonely road… but the magic comes when artists lean into who they truly are.”
Beyond talent, Asika urged artists to understand the business side of music — publishing, distribution, label deals, endorsements and partnerships — insisting that informed collaboration is essential. “If you retain 100% and you do nothing, you’re sitting on 100% of nothing,” he noted.
He also cited Afrobeats star Asake as a key example of the power of originality. By blending Yoruba, Fuji and trance influences, Asake has crafted a unique sound now resonating globally. “People may not understand the language, but they understand authenticity,” Asika said.
Asika emphasised that success in the modern music industry depends on originality, business savvy and the courage to stay true to one’s unique identity.
