Ajobi Oko Ididu, better known by his stage name Ajobi, is a singer, songwriter, and record producer. He attributes Nigeria’s music industry’s explosive growth to digital platforms, better production standards, and increasing artist autonomy.Singer, songwriter and record producer Ajobi Oko Ididu, popularly known as Ajobi, has attributed the rapid growth of Nigeria’s music industry to digital platforms, improved production standards and rising creative independence among artistes.
According to Ajobi, the growth of social media and streaming services has reduced entry barriers for up-and-coming artists, enabling them to release and market their music internationally without relying exclusively on major record labels.
He pointed out that Nigerian music has transcended regional boundaries, with Afrobeats and other native sounds becoming well-known worldwide and influencing popular music.
He claims that the move to digital distribution has spurred creativity because musicians now feel free to experiment with sound while staying true to traditional rhythms and cultural expressions.
“Nigerian artists are telling their stories more boldly because the global audience is now paying attention,” he stated.
Born in Yala, Cross River State, on September 15, 1999, and raised in Abuja, Ajobi claimed that his father’s involvement in artist management gave him an early introduction to the workings of the music industry.
He unveiled what he called AfroDepartment in 2022, a personal musical framework that combines modern and experimental elements with Afrobeats.
In line with a growing trend of Nigerian musicians using digital tools to maintain creative control, he established the independent record label Baye Department that same year.
His 2023 single, “Guarantee,” became popular on social media, especially TikTok, underscoring the importance of online music discovery.
Ajobi’s influence on Nigeria’s independent music scene was further highlighted in 2024 when he was named Artist of the Year at the Creativity and Excellence Awards, which were hosted by Kristal Koncepts Entertainment.
