Singer Waje: Music Success Requires More Than Just Talent

Singer Waje has stressed that talent alone is not enough for a successful music career, highlighting the crucial role of business acumen.

During Funke Akindele’s Creative Blueprint Masterclass, Waje shared her own experience, admitting she initially thought her vocal talent would guarantee success. However, she quickly realized that understanding the business side of the music industry was essential.

Waje advised artists to treat their music as a product and their audience as a market, emphasizing the need to adapt to the changing music landscape. She urged them to focus on branding, audience engagement, and long-term financial sustainability to build a lasting career.

“When I started as a musician, I absolutely thought my voice was enough, 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,” Waje said.

She added, “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 also emphasized the importance of meticulous brand management and audience engagement, as well as investing in other fields to ensure long-term financial stability. “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,” she concluded.