Legendary Nigerian singer Innocent Idibia, popularly known as 2Baba, has weighed in on the ongoing debate over mediocrity in the music industry and the labeling of some artists as “wack.”
In a recent video broadcast, the African Queen crooner argued that the concept of “wack artists” does not exist. According to him, the perception of an artist’s talent is less about the quality of their music and more about marketing, promotion, and commercial strategy.
“Every music is tailored to evoke an emotion, to create a spirit. There is nothing like a wack artiste,” 2Baba 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.”
He further explained that no matter how talented an artist is, or how appealing their music may be, not every song will resonate with every listener. “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,” he added.
2Baba’s comments come amid broader discussions in the Nigerian music industry, where some artists are criticized for a perceived lack of originality or skill. His perspective emphasizes the business side of music, suggesting that commercial success often depends on how well an artist can connect with their audience, rather than on technical ability alone.
By challenging the notion of “wack” artists, 2Baba is encouraging both fans and critics to rethink the criteria used to judge musical talent in an era where promotion and branding play increasingly significant roles.