Ajobi Emphasises Development Of ‘AfroDepartment Sound’

In Nigeria’s contemporary music scene, where Afrobeats continue to evolve through new influences and independent production models, singer, songwriter and record producer Ajobi Oko Ididu, known as Ajobi, has been developing a musical approach he described as AfroDepartment.

Born on September 15, 1999, in Yala, Cross River State, Ajobi was raised in Abuja, a city whose diverse cultural environment has contributed to the growth of many creative talents.

His early exposure to music was shaped by his father’s involvement in artist management under We Go Yan All Stars, a collective affiliated with K.K. Sunny Production.

According to accounts of his early career, this background introduced him to studio recording processes, artist development, and the operational aspects of the music industry at a young age.

As he began recording professionally, Ajobi’s work drew from Afrobeats while incorporating contemporary and experimental elements. In 2022, he formally introduced the term AfroDepartment to describe this sound, positioning it as a personal framework rather than an established genre.

The approach reflects a broader trend among emerging Nigerian artists who are exploring new stylistic directions while retaining Afrobeats’ rhythmic foundations.

That same year, Ajobi established Baye Department (B.D.), an independent record label through which he releases music and oversees creative direction. His decision to operate independently aligns with a growing movement within Nigeria’s music industry, where artists are increasingly leveraging digital tools to maintain creative control and manage distribution without reliance on major record labels.

Ajobi gained wider attention in 2023 following the release of his single “Guarantee.” The track circulated on social media platforms, particularly TikTok, where user-generated content contributed to its visibility. Media coverage around the release highlighted how digital platforms continue to influence music discovery and audience reach for independent artists.

In 2024, Ajobi received 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. The recognition drew attention to his activity within Nigeria’s independent music space during the year under review.

As Afrobeats maintains its international presence, artists such as Ajobi represent a segment of the industry focused on experimentation, independent production, and alternative pathways to audience engagement. His career reflects ongoing changes in how Nigerian musicians create, distribute, and position their work within an increasingly global music landscape.