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Veteran Nigerian musician Innocent Idibia, popularly known as 2Face or 2Baba, has shared his perspective on talent, perception, and success in the music industry, insisting that there is no such thing as a “wack” artiste. According to the award-winning singer, the difference between successful and unsuccessful musicians often lies not in talent alone but in how their music is marketed and promoted.
The 50-year-old music icon made this known while speaking on growth, acceptance, and the realities of the entertainment business. He explained that music, by nature, is designed to stir emotions and create a particular feeling, and that every song connects with a specific audience.
In his words, “Every music is tailored made to evoke an emotion, to create a spirit. There is nothing like a wack artiste. That is why many of the so-called wack artists are more bankable than the talented ones.”
2Face’s statement challenges a long-held belief among fans and critics who often label certain musicians as untalented based on personal taste or stylistic preferences. According to him, such judgments overlook the business side of music, which plays a crucial role in determining an artist’s reach and success.
The singer stressed that understanding promotion, branding, and audience connection often outweighs raw musical ability in today’s industry. He explained that many artists who are considered “less talented” thrive financially because they have mastered the art of positioning themselves and their music.
“Because they understand that it is not the art itself, it is the marketing of that art,” he said.
2Face further noted that talent alone does not guarantee widespread acceptance or commercial success, as music appreciation is highly subjective. What appeals to one listener may not resonate with another, making it impossible for any song to be universally loved.
“No matter how talented you are or how sweet your music is, there is no music that everybody likes,” he stated.
According to the Afrobeats legend, success in the industry depends largely on identifying and reaching the right audience. He explained that music naturally finds its way to people who connect with its message, sound, or energy, rather than trying to appeal to everyone at once.
“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,” 2Face added.
His comments have sparked conversations among music lovers and industry observers, especially at a time when social media trends and digital promotion play a major role in shaping careers. Many emerging artists now rely heavily on strategic marketing, viral content, and branding to gain visibility, sometimes even before perfecting their craft.
As one of Africa’s most respected music pioneers, 2Face’s views carry weight. With a career spanning over two decades, he has witnessed the evolution of the Nigerian music industry—from an era driven largely by radio airplay and physical sales to today’s digital-first, algorithm-powered ecosystem.
The award-winning singer, known for timeless hits and socially conscious music, has often spoken about growth, maturity, and sustainability in entertainment. His latest remarks reinforce the idea that artistry and business must work hand in hand for long-term success.
By dismissing the label of “wack artists,” 2Face encourages a more open-minded understanding of creativity and audience taste. His message serves as both a reality check and a lesson for upcoming musicians who may underestimate the importance of promotion and audience engagement.
Ultimately, his position highlights a key truth about modern music culture: success is rarely built on talent alone, but on how well that talent is packaged, marketed, and connected to the right listeners.
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