Nigerian music producer, Alexander Uwaifo, popularly known as Andre Vibez, has said artistes need mental strength to withstand the pressures of the music industry, urging emerging musicians to develop distinctive sounds, remain consistent and stay determined to succeed.
Speaking in an interview with Sunday Scoop, Vibez, one of the judges on the Next Afrobeats Star show, said talent alone was insufficient to sustain a career in the competitive industry.
He said, “The music industry requires more than talent; aspiring artists must be psychologically prepared to navigate its pressures.
“The music industry is challenging, and artistes must be psychologically and mentally strong to navigate it. If someone is not mentally prepared to handle the pressures of the industry, it can affect their creativity and overall output, regardless of how talented they are.”
The producer also advised upcoming artistes to develop their musical identities rather than rely on the sounds of established performers.
He explained that imitation was sometimes part of the learning process but stressed the importance of originality as artistes gain experience.
“Before artistes develop their own distinctive sounds, they often go through a period of imitation. There is usually someone they admire, watch or listen to who inspires them. This is a natural part of learning and developing their craft.
“However, as they become more experienced, they must begin to make deliberate efforts to distinguish themselves from others,” he said.
Speaking about his experience as a judge on the show, Vibez said he was interested in identifying contestants who demonstrated growth and commitment throughout the competition.
“One of the most exciting aspects of the show is seeing contestants grow. I want to identify people whose performances improve as the competition progresses,” he added.
Vibez noted that inadequate funding, limited promotional opportunities and intense competition for public attention remained major challenges facing emerging artistes.
According to him, although technology had made music production more accessible, upcoming musicians still required financial resources to promote their works, produce quality content and reach wider audiences.
“Creating music is not as difficult as it used to be because many upcoming artists now have access to studios, producers and music-production software. Almost anyone with a laptop and the necessary software can begin making music.
“However, this accessibility has also contributed to an oversaturation of the industry, with many artists competing for attention,” he said.
Vibez also highlighted storytelling, personality and a distinctive public image as important elements in building a successful music career.
“I believe storytelling has always been an important part of building a successful music career,” he said, citing international stars Michael Jackson and Whitney Houston as examples of entertainers whose fashion, public images and personal stories contributed to their popularity.
On achieving international success, the producer said there was no guaranteed formula for producing a hit song, despite the importance of promotion and industry support.
“The truth is that nobody can predict with certainty which song will become a hit. I have made songs that I believed would become the next big thing, only for them not to perform as expected,” he added.
Vibez encouraged contestants still discovering their musical identities to embrace practice, experimentation and continuous improvement, adding that artistes must be willing to challenge themselves rather than become complacent with their existing abilities.