By Joseph Erunke, Abuja

Singer, songwriter and record producer Ajobi Oko Ididu, known professionally as Ajobi, has attributed the rapid growth of Nigeria’s music industry to the rise of digital platforms, improved production standards and increasing creative independence among artistes.

Speaking on the changing landscape of the industry, Ajobi said Nigerian music has successfully crossed regional borders, with Afrobeats and other indigenous sounds gaining global acceptance and influencing mainstream international music.

He explained that the expansion of streaming services and social media has reduced entry barriers for young talents, enabling musicians to release and promote their work directly to global audiences without relying exclusively on major record labels.

According to him, this shift has encouraged innovation, as artists now feel empowered to experiment with sound while still drawing from traditional rhythms and cultural expressions.

“With the global audience now paying attention, Nigerian artistes are telling their stories more boldly,” he said.

“The industry’s growth has created opportunities for collaboration, innovation and worldwide recognition, particularly for independent-minded musicians, “he added.

Ajobi’s own career reflects this changing dynamic. Born on September 15, 1999, in Yala, Cross River State, and raised in Abuja, he was introduced early to the music business through his father’s involvement in artiste management with the We Go Yan All Stars under K.K. Sunny Production.

He said the exposure helped him understand both the creative and operational sides of the industry.

Drawing from these experiences, Ajobi developed a sound he calls “AfroDepartment,” which blends Afrobeat foundations with contemporary and experimental influences.

He officially introduced the concept in 2022 as part of his effort to push creative boundaries while maintaining Afrobeat’s core identity.

In the same year, he launched Baye Department (B.D), an independent record label where he serves as creative lead, a move he said reflects a broader trend among Nigerian artistes seeking ownership and control of their work.

His breakthrough came in 2023 with the release of the single Guarantee, which gained significant traction on TikTok and other social media platforms, expanding his reach beyond his initial audience base.

Ajobi’s growing influence within the independent music space was recognised in 2024 when he won the Artist of the Year award at the Creativity and Excellence Awards organised by Kristal Koncepts Entertainment, a subsidiary of the Vic-Kristal Group of Companies.