Acclaimed Nigerian vocalist Waje has shared candid insights about her music career journey, revealing that she initially overestimated the power of raw talent alone. During her appearance at the Creative Blueprint Masterclass organized by Funke Akindele, the singer offered valuable perspective on navigating the business aspects of the music industry.
“When I started as a musician, I absolutely thought my voice was enough,” Waje confessed. “But experience taught me that there were many other things I had to equip myself with. In the music business, your music is your product, and your audience is your market. Without a clear business approach, you could be leaving money and opportunities on the table.”
The songstress highlighted how industry evolution demands artist adaptation. She explained that changing consumption patterns require musicians to develop business skills alongside their artistic abilities.
“The world has changed, and so has the way people consume music. As an artist, it’s not enough to rely solely on raw talent—you must also understand and engage with the business side of things. You are your brand, so how are you cultivating that to ensure you’re earning money?”
Waje urged creative professionals to approach their careers strategically, emphasizing the importance of careful brand development and audience connection. “You have to start making sure that you’re crossing your T’s and dotting your I’s with your brand and the people who form your audience.”
Looking beyond immediate success, the singer advocated for financial diversification. “As great as music is, how sustainable is it? Be smart enough to know that as you’re being creative, you’re also a smart creative—investing in other fields.”
Her practical wisdom served as a reality check for emerging artists, underscoring that sustainable careers require both artistic excellence and business intelligence.
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