Renowned Nigerian singer Waje has opened up about her early career misconceptions, admitting that she once believed her vocal talent was all she needed to succeed in the music industry.
Speaking at the Creative Blueprint Masterclass hosted by actress and filmmaker Funke Akindele, Waje emphasized the importance of business knowledge for artists.
“When I started as a musician, I absolutely thought my voice was enough,” she revealed. “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.”
She highlighted the evolution of the music industry, stressing that artists must adapt to changing trends. “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 creatives to be strategic about branding and audience engagement, ensuring they are maximizing opportunities. She also emphasized financial sustainability, advising musicians to explore investment opportunities beyond music.
“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 message serves as a wake-up call for aspiring artists, reinforcing the need to balance creativity with business acumen to achieve long-term success.
