Obi Asika Advises Young Artists to Embrace Authenticity Over Imitation in Music Industry

Obi Asika, the Director-General and CEO of the Nation Council of Arts and Culture (NCAC), urged upcoming artists to focus on cultivating their unique sound rather than copying established stars like Wizkid. Speaking at a recent webinar, Asika shared insights from his decades of experience in the music industry, emphasizing the need for authenticity and originality to succeed in today's digital era.

He highlighted the importance of understanding the business side of music, including publishing, label partnerships, and distribution deals. Asika cited his own success story, blending Yoruba, Fuji, and trance music authentically, which led to global recognition and partnership opportunities with Red Bull.