Tolani Baj urges veteran Nigerian artistes to evolve or transition into business
Former Big Brother Naija housemate and fashion entrepreneur, Tolani Shobajo, popularly known as Tolani Baj, has advised veteran Nigerian artistes to either evolve with the times or gracefully transition into the business side of the music industry.
Posting on her official TikTok page on Saturday, Tolani Baj questioned why some established musicians struggle to recognise when their musical relevance begins to fade.
“Why is it that Nigerian artistes don’t know when to evolve or completely transition into business?” she asked, suggesting that artistes whose sounds no longer resonate with fans should explore executive roles instead of clinging to fading stardom.
The 31-year-old reality TV star and DJ emphasised that artistes with strong legacies should protect their reputations rather than risk unfavourable comparisons with rising talents.
“If you have built an amazing legacy, why do you constantly allow disrespect by being compared to the new generation artistes?” she said. “What’s wrong with becoming a music exec and shining light on new-generation artistes that have become bosses?”
Tolani Baj pointed to industry icons such as Olamide and Don Jazzy as exemplary models for ageing musicians, praising their successful transitions into executive and mentorship roles. She criticised the trend of veterans releasing music she described as diluting their once-pristine catalogues, urging them to “stop dropping non-stop music to water down your brand.”
She further suggested alternative paths for artistes seeking relevance without diminishing their past achievements, proposing options such as becoming lifestyle influencers.
“There’s no shame in retiring,” she added. “I would rather you not even drop music at all and become a lifestyle influencer. But yeah, food for thought.”
Tolani Baj’s comments come amid a booming era for Nigeria’s music industry, where a new wave of younger artistes continues to dominate the scene, intensifying competition for musical relevance.
