2Baba Defends ‘Wack’ Artists as Marketing Geniuses in Industry Critique

Legendary Nigerian music icon Innocent Idibia, famously known as 2Baba, has stepped into the heated debate surrounding artistic mediocrity with a perspective that challenges the status quo. In a candid video broadcast released on Friday, December 26, 2025, the “African Queen” crooner argued that the label of a “wack artist” is a myth, insisting instead that every piece of music is a bespoke creation tailored to resonate with a specific audience.

2Baba’s intervention comes at a time when the Nigerian music industry is more saturated than ever, with critics often using social media to dismiss emerging talents as untalented or “wack.” However, the veteran singer, who recently celebrated 25 years in the industry, suggested that such labels ignore the fundamental mechanics of the music business. To him, the acceptance of a song is less about the “purity” of the art and more about the effectiveness of the commercial machinery behind it.

The 50-year-old maestro explained that every song is “tailor-made” to evoke a particular emotion or spirit. He noted that while a track might not appeal to a critic’s refined ear, it could be perfectly crafted to trigger a party atmosphere or a sentimental memory for thousands of others. This “resonance,” he argued, is the true measure of a song’s value, rather than an arbitrary standard of vocal or lyrical prowess.

In a particularly striking observation, 2Baba pointed out that many artists frequently dismissed as “wack” are often more “bankable” and financially successful than their highly talented peers. He attributed this paradox to a superior understanding of the “business of art.” According to the singer, these performers recognize that marketing and promotion are the primary engines of success, often carrying more weight than the actual content of the music.

The “Balling” singer took a pragmatic approach to the concept of universal appeal, asserting that no matter how “sweet” or technically perfect a song might be, it is impossible for everyone to like it. By narrowing down the success of an artist to marketing and strategic promotion, he highlighted the reality that music is a commodity in a global marketplace. In his view, those who achieve commercial heights are simply those who have most effectively connected with the specific demographic that naturally resonates with their sound.

This perspective reflects 2Baba’s own journey of evolution and survival in an industry that has changed drastically since his debut with the Plantashun Boiz in the late 1990s. Having witnessed the transition from physical CDs to the streaming era, his comments suggest that the modern “Afrobeats” landscape is driven by “vibe” and visibility as much as—if not more than—musical complexity.

The veteran’s stance has ignited a fresh conversation among music pundits and fans alike. While some argue that his comments excuse a decline in lyrical depth, others see it as a masterclass in industry realism from a man who has stayed relevant for over two decades. By shifting the focus from “talent” to “tailoring,” 2Baba is essentially telling his colleagues and critics that there is a seat for everyone at the table, provided they know how to sell their chair.

As the industry moves into 2026, 2Baba’s “no artist is wack” philosophy serves as a reminder that the music business is exactly that—a business. His message is a call for artists to stop chasing universal approval and instead focus on the strategic promotion that connects their unique sound with the audience it was “tailored” for. In the world of 2Baba, every song has a home; it just needs the right directions to get there.