2Baba: No Such Thing as a ‘Wack’ Artiste

Legendary Nigerian singer Innocent Idibia, popularly known as 2Baba, has dismissed the popular notion of “wack” artistes in the music industry, arguing that success in music is driven more by marketing and promotion than raw talent.

The African Queen crooner shared his views in a video broadcast where he addressed the long-running debate about mediocrity in the entertainment space. According to him, no music is inherently bad, as every song is created to serve a specific purpose and evoke particular emotions.

“There is nothing like a wack artiste,” 2Baba said. “Every music is tailor-made to evoke an emotion, to create a spirit. That is why many of the so-called wack artistes are more bankable than the talented ones. They understand that it is not the art itself, it is the marketing of that art.”

The multiple award-winning singer explained that public acceptance of music is often influenced by exposure, branding and strategic promotion rather than technical skill or lyrical depth. He noted that artists who invest heavily in promotion tend to dominate the mainstream, even if critics question their artistic quality.

2Baba, who has remained relevant for over two decades, stressed that commercial success in the music industry is a business outcome, not necessarily a reflection of superior talent. He said the industry rewards those who understand audience psychology and how to package their work effectively.

“In many cases, people don’t even get the chance to hear the so-called ‘better’ music,” he added. “What they hear repeatedly is what they connect with. Once the promotion is strong, the music finds its audience.”

The veteran musician also cautioned against dismissing artists based on personal taste, noting that music is subjective and deeply tied to individual experiences and cultural contexts. What may sound unimpressive to one listener, he said, could be meaningful and inspiring to another.

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2Baba’s comments have reignited conversations within Nigeria’s music community about the balance between creativity and commerce. While critics often accuse the industry of lowering standards, others argue that evolving sounds simply reflect changing consumer preferences.

Having navigated different eras of Nigerian music, from the early days of Plantashun Boiz to his successful solo career, 2Baba said adaptability has been key to longevity. He encouraged emerging artists to focus not only on honing their craft but also on understanding the business side of music.

“Talent is important, but talent alone is not enough,” he said. “If you don’t know how to present what you have, someone else with less talent but better strategy will go further.”

His remarks underline a growing reality in the digital age, where visibility, streaming algorithms and social media influence often shape an artist’s success as much as musical ability.