By Ayo Onikoyi

Nigerian Afrobeats artiste, songwriter and entrepreneur, Masheni Midas Efe, popularly known as Midas or 100% Midas, has released a new Afrobeat-Rap single titled “Never Give Up.”

The inspirational track, now available on major digital streaming platforms, promotes hope, resilience and perseverance, while further showcasing the artiste’s versatility and distinctive musical style.

Midas, who hails from Ughelli South and Udu Local Government Areas of Delta State, was born in Okumagba Layout, Warri, and raised around Jakpa Road, Effurun.

A trained building engineer, he developed an interest in music at an early age, particularly playing drums and other musical instruments. His influences include The Notorious B.I.G., 2Baba, Nas and Jay-Z.

Over the years, Midas has explored several genres, including Afropop, R&B, rap, Christian jazz, Afrobeats and country music.

He has released singles including “100% Street,” “Hustle,” “Happy Birthday,” “Grace” and “Friday,” which he said reflect his versatility and approach to music.

‘My aim is to take Nigerian music into a new era’

Speaking on his musical vision, Midas said his ambition was to contribute to the growth of Nigerian music rather than compete with other artistes.

“My aim is to move Nigerian music as a country into a new era and not in competition with anyone in the music industry,” he said.

He described music as more than entertainment, saying it could promote love, peace, unity and social harmony.

“I strongly believe, as a musician, my duty is to use my music as a powerful tool capable of preaching love and peace, mending broken hearts, and bringing people together to make the world a beautiful place to live,” he said.

According to him, his songs are built around messages of hope and possibility, while he also believes the creative industry can contribute to Nigeria’s economic development and attract investment.

“Every song of mine is a story of hope in the face of impossibility and can attract investors into the country,” he said.

EP, collaboration underway

Midas also disclosed that he was working on a forthcoming EP, which he said would explore themes around hustle, encouragement and lifestyle.

He is also collaborating with artiste Shuun Bebe on another track scheduled for release before the end of the year.

The singer listed Jay-Z, Victor AD, Erigga, Zlatan, Wizkid, Davido, Rema, Tiwa Savage, Tems, Future and Nicki Minaj among artistes he would like to collaborate with.

‘Talent alone is not enough’

Midas said artistes needed more than talent to succeed in the contemporary music industry, stressing the importance of business knowledge and professional networking.

“In the music industry, talent and business understanding are essential to flourish. Networking is the key to accomplishing success in the music industry,” he said.

“Never Give Up” is currently available on major digital platforms, including Apple Music, Spotify, Boomplay, Amazon Music and iTunes.

The release adds to Midas’ growing catalogue as he continues to pursue a career built around music, inspiration, enterprise and his ambition to reach audiences beyond Nigeria.