Legendary singer 2Baba says there is no such thing as a “wack” artiste, stressing that music success depends more on marketing, promotion and business strategy than talent alone
2Baba: Why There’s No Such Thing as a ‘Wack’ Artiste in Music
Legendary Nigerian singer Innocent Idibia, popularly known as 2Baba, has weighed in on the long-running debate around mediocrity in the music industry, insisting that there is no such thing as a “wack” artiste.
The African Queen crooner made the assertion in a video broadcast where he argued that music is subjective and purpose-driven, noting that acceptance often depends more on marketing, promotion and business strategy than pure talent.
According to 2Baba, every song is created to evoke emotions and create a specific mood, stressing that what many describe as “wack” is simply music that does not resonate with them personally.
“Every music is tailor-made to evoke an emotion, to create a spirit. There is nothing like a wack artiste,” he said.
The award-winning musician further observed that several artistes often labelled as “wack” are, in reality, more commercially successful than their more technically gifted counterparts because they understand the business side of music.
“That is why many of the so-called wack artistes are more bankable than the talented ones. Because they understand that it is not the art itself, it is the marketing of that art,” 2Baba explained.
He added that talent alone does not guarantee widespread acceptance, noting that no song or artiste can appeal to everyone.
“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 it naturally,” he said.
2Baba’s comments have since sparked conversations online about the evolving dynamics of the Nigerian music industry, where branding, audience connection and strategic promotion increasingly shape commercial success.
