Director General of the National Council for Arts and Culture (NCAC), Obi Asika, has advised rising musicians to avoid copying established stars and instead develop their own unique sound. He issued the warning during the “Next Billion Dollar Sound: Music, Data & Digital Investment” webinar hosted by Regalstone Capital on November 13, 2025.
Asika told young artists that the industry has no need for “another Wizkid,” stressing, “Be the first version of you.” He said the music ecosystem rewards authenticity, not duplication, and that originality is what helps new acts stand out in an increasingly crowded market.
Speaking alongside music executive Bizzle Osikoya and Regalstone Managing Director Fiyin Ogunlesi, Asika reinforced that most artists who appear to rise suddenly have spent four to five years perfecting their craft. Failure, he noted, is often part of the journey. “Sometimes you need to fail to really win,” he said, adding that staying true to one’s identity is key to longevity.
He urged emerging talents to learn the business side of the industry publishing, distribution, partnerships and endorsements warning that “100% of nothing is still nothing” without collaboration and informed decisions.
Asika highlighted Afrobeats star Asake as a modern example of the power of authenticity, noting how his blend of Yoruba, Fuji and trance music propelled him onto the global stage. Listeners may not understand the language, Asika said, but “they understand authenticity.”
He also described the emotional pressures behind the scenes, including situations where artists drop family members from their teams as their careers grow, underscoring how crucial a knowledgeable and trustworthy team is.
Asika concluded by encouraging emerging artists to embrace originality, patience and individuality as they build sustainable careers in a fast-changing digital music landscape.
