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No Artist Is Wack, Every Music Is Tailor-Made: 2Baba’s Life Pulse Daily Interview

In a thought-provoking interview that challenges the common narrative of musical talent versus popularity, Nigerian music legend Innocent Idibia, better known as 2Baba, has offered a masterclass on the business of music. The “African Queen” crooner recently dismantled the concept of “wack artists,” arguing that every song serves a specific purpose and that commercial success is determined by marketing rather than raw talent alone.

Below, we analyze 2Baba’s perspective on music creation, the economics of promotion, and why some commercially successful tracks might defy traditional critical acclaim.

Introduction

What defines a “wack” artist? Is it a lack of technical skill, poor lyrical depth, or simply a failure to resonate with the mainstream? In the Nigerian music industry and beyond, the term “wack” is often thrown around to dismiss artists who fail to secure radio play or chart on streaming platforms. However, 2Baba suggests that this label is fundamentally flawed.

Speaking on the Life Pulse Daily platform, the veteran singer posited that music is an intentional creation designed to evoke specific emotions. He argues that the difference between a “starving artist” and a “bankable” one lies not in their creative genius, but in their understanding of music marketing and commercial strategy. This article breaks down his philosophy and explores the practical realities of the modern music business.

Key Points

Background

To understand the weight of 2Baba’s words, one must look at his trajectory. Innocent Idibia rose to fame in the late 1990s/early 2000s as part of the Plantashun Boiz before launching a massive solo career. He is widely regarded as one of the most influential African artists of all time.

Over two decades, the Nigerian music industry has evolved from cassette tapes and CDs to the digital streaming era. Throughout these changes, 2Baba has maintained relevance. His longevity gives his opinion on industry dynamics significant weight. He has seen firsthand how the “gatekeepers” of the past have been replaced by algorithms and marketing budgets.

The context of his statement addresses the modern phenomenon of “viral hits”—songs that often lack lyrical complexity but dominate charts due to catchy hooks, dance challenges, and aggressive social media campaigns.

Analysis: The Economics of Music Promotion

2Baba’s argument touches on a fundamental truth in the creative economy: Exposure is the currency of success.

The “Marketing” of Art

When 2Baba says, “It is only those who resonate with your music that will like it naturally,” he is highlighting the concept of niche marketing. In the streaming age, an artist does not need 100 million listeners to be wealthy; they need 10,000 loyal “superfans” who stream their music daily.

However, the “bankable” aspect he mentions refers to the commercial machinery. Artists who are perceived as “wack” by critics often invest heavily in:

• Distribution: Getting the song onto every major platform.
• Visuals: High-budget music videos that capture attention on YouTube.
• Influencer Marketing: Paying for placement on social media to manufacture “hype.”

Conversely, “talented” artists often fall into the trap of “if you build it, they will come,” assuming their quality will automatically generate streams. 2Baba warns that without the commercial strategy, even the sweetest music will remain unheard.

The Subjectivity of “Wack”

Music taste is subjective. A track that sounds “wack” to a critic might be the anthem for a specific subculture. By labeling music “tailor-made,” 2Baba suggests that the artist is designing the song for a specific listener. If that listener buys it, the song is a success, regardless of broader critical consensus.

Practical Advice

Based on 2Baba’s insights, what can up-and-coming artists learn about the music industry?

Focus on Business, Not Just Art

Talent is the entry ticket, but business acumen is the key to longevity. Artists must treat their music as a product. This involves understanding:

• Brand Identity: Who are you making music for?
• Revenue Streams: Streaming, merchandise, and live performances.
• Networking: Building relationships with promoters and playlist curators.

Don’t Fear Criticism

If 2Baba is correct, then being labeled “wack” is irrelevant if the bank account is growing. Artists should focus on finding their core audience and serving them well. Negative feedback from people outside the target demographic is noise, not data.

Invest in Promotion

Budgeting for music promotion is as important as budgeting for studio time. A song with a budget of $0 will likely earn $0, regardless of its quality. Artists should allocate funds to digital ads, PR, and content creation to ensure the “tailor-made” music reaches its intended customer.

FAQ

Conclusion

2Baba’s statement serves as a reality check for the Nigerian music industry and the global music scene. By declaring that “no artist is wack” and that every music is “tailor-made,” he shifts the focus from judgment to strategy. The lesson is clear: in a saturated market, the ability to market and promote a song is just as vital as the ability to write it.

For aspiring artists, the path to success isn’t just about being “good”; it’s about being smart, understanding the business, and knowing exactly who your music is made for.

Sources

• Life Pulse Daily – Interview with Innocent Idibia (2Baba).
• MyJoyOnline – Original publication of the video broadcast.
• Music Industry Analysis – General trends in music marketing and artist development.