One Way 2Face Idibia ‘Failed’ Nigerian Music Industry
Legendary Nigerian musician, Innocent Ujah Idibia popularly known as 2Face or 2baba, is unarguably the most successful contemporary Nigerian music act in the country.
The singer is also a songwriter, record producer, and an entrepreneur. Prior to July 2014, he went by the stage name 2face Idibia. He is one of the most decorated and successful Afro-pop artists in Africa and is also one of the most bankable artists on the continent.
2baba has come a long way in the music industry with a career spanning over 2 decades. He is currently one of Africa’s biggest entertainment exports to the global stage, having won different major awards from the MTV EMA to the World Music Awards, BET, and MOBO Awards. He has also done collaborations with major international acts like R Kelly to Wyclef, Bennie Man to Chakademus and Pliers but the legend is believed to have surprisingly “failed” in grooming up and coming artists.
There has been arguments that Mr Idibia, though very gifted with singing talent, may not have what it takes to spot talented singers like himself.
Almost all the artists 2Baba has signed to his Hypertek Digital record label to date have barely released chart-topping songs or gained acceptance locally, not to talk of attracting the attention of music lovers outside the shores of Nigeria.
Because the legendary artist has been unable to see artists signed under his label to stardom, he is considered to have “failed” to impart his musical prowess to the younger generation.
The artists below have at some point been signed to 2Baba’s record label but did not push out materials significant enough to spell their name in the Nigerian music scene.
Oyindamola Johnson Emmanuel, popularly known as Dammy Krane, is a Nigerian singer, composer, and performer. He signed a record deal with Hypertek Digital and 960 Music Group in January 2012. His song “Amin” enjoyed some airplays but may not properly be tagged a hit as it didn’t last for too long on the charts.
There’s no denying that Rocksteady is a very talented young individual signed to Hypertek in 2013. He has constantly delivered anytime he jumps on songs he’s featured in. But when it comes to doing same for himself, Rocksteady barely comes through. We hardly get to hear his own material. He has been around for a while since the days of Tribunal with Blackface but as sad as it may sound, Rocksteady barely fits in when compared to how upcoming artists in the country quickly rise in their career.
2Baba signed Otike to his Hypertek Digit music imprint in 2018. The singer released a single ‘Fantasy’ under the label and that was all we’ve heard from him since then. The singer comes to mind when upcoming Nigerian singers are being mentioned. It is not even clear if the singer’s contract with Hypertek is still intact.
2face signed singer, Cynthia Anyiam known as Lady G for 20m to take full responsibility of collaborating, producing, promoting and supporting her music endeavors using his music record label. The deal, which was in partnership with the Imo State government, is in line with latter’s promise to support state-based artistes and entertainers who have distinguished themselves by empowering them to realize their full potential.