How Digital Platforms Are Driving Nigeria’s Music – Ajobi

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.

Ajobi said the expansion of streaming services and social media has lowered entry barriers for young talents, allowing musicians to release and promote their work globally without depending solely on major record labels.

He noted that Nigerian music has broken regional boundaries, with Afrobeats and other indigenous sounds gaining international acceptance and influencing mainstream global music.

According to him, the shift towards digital distribution has encouraged innovation, as artistes now feel empowered to experiment with sound while remaining rooted in traditional rhythms and cultural expressions.

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

Ajobi, who was born on September 15, 1999, in Yala, Cross River State, and raised in Abuja, said his background exposed him early to the workings of the music industry through his father’s involvement in artist management.

In 2022, he introduced what he described as AfroDepartment, a personal musical framework that blends Afrobeats with contemporary and experimental elements.

The same year, he founded Baye Department, an independent record label, aligning with a growing trend of Nigerian artistes leveraging digital tools to retain creative control.

His 2023 single, Guarantee, gained traction on social media platforms, particularly TikTok, highlighting the role of digital spaces in music discovery.

In 2024, Ajobi was named Artist of the Year at the Creativity and Excellence Awards organised by Kristal Koncepts Entertainment, further spotlighting his impact within Nigeria’s independent music scene.