2Baba Speaks on ‘Wack’ Artistes, Says Marketing — Not Talent — Determines Success in Music Industry
Veteran Nigerian music icon Innocent Idibia, widely known as 2Baba, has weighed in on the long-running debate around mediocrity in the music industry and the tendency to label certain performers as “wack.”
In a recent video broadcast monitored by PulseNets, the African Queen hitmaker dismissed the notion that any artiste can be inherently “wack,” insisting that music is fundamentally subjective and shaped by intent, audience connection, and commercial execution.
Speaking candidly, 2Baba emphasised that every song is deliberately created to stir emotions and set a particular mood, noting that public acceptance often has more to do with strategy than raw talent. He explained that commercial understanding frequently separates successful acts from those struggling for relevance.
“Every music is tailor-made to evoke an emotion and create a certain spirit. There is really nothing like a wack artiste,” the singer said.
He further argued that many performers who are often criticised for lacking depth still achieve commercial success because they grasp the business side of music more effectively than their technically gifted counterparts.
“That is why some of the so-called wack artistes are actually more bankable than very talented ones,” 2Baba stated. “They understand that it is not just about the art itself, but about how that art is marketed.”
According to him, talent alone does not guarantee universal acceptance, as music taste varies widely among listeners. He maintained that strategic promotion, branding, and audience targeting play decisive roles in determining an artiste’s reach and longevity.
“No matter how talented you are or how sweet your music sounds, there is no song that everybody will like,” he added. “Everything comes down to marketing, promotion, and the business side. Only those who naturally resonate with your music will connect with it.”
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PulseNets learnt that the comments have since sparked fresh conversations across the Nigerian entertainment space, particularly among emerging artistes navigating the balance between creativity and commercial viability in an increasingly competitive industry.
