Legendary Nigerian singer Innocent Idibia, popularly known as 2Baba, has weighed in on the long-running debate about mediocrity in the music industry and the tendency to label some artists as “wack”.
Speaking in a video broadcast that has since circulated online, the African Queen crooner dismissed the idea that any artist or music can be described as wack, stressing that music is subjective and largely driven by business strategy rather than talent alone.
According to 2Baba, every song is created with the intention of evoking a particular emotion or spirit, and its success often depends more on marketing, promotion, and positioning than on artistic depth.
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“Every music is tailor-made to evoke an emotion, to create a spirit. There is nothing like a wack artiste,” he said. “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.”
The veteran musician further explained that no matter how gifted an artist is, it is impossible to make music that appeals to everyone, noting that audience acceptance is selective and influenced by exposure and commercial strategy.
“No matter how talented you are or how sweet your music is, there is no music that everybody likes,” he added. “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.”
2Baba’s comments have sparked conversations online, with many music lovers and industry stakeholders agreeing that visibility, branding, and promotion now play a major role in shaping success in the digital age. Others, however, argue that artistic quality should remain the defining factor in evaluating music.
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