The journey of Nigerian global star Wizkid, born Ayodeji Ibrahim Balogun, aka Starboy, is one that has been marked by consistency, reinvention, and a calculated brand evolution that has allowed him to remain not just relevant, but also a leading figure in global Afrobeat. Though many of his contemporaries have faded into obscurity, Wizkid’s star has only grown brighter. Wizkid’s ability to stay at the top of his game can be traced back to key moments in his career, his adeptness at branding, and his ever-evolving sound.
The Rise of a Starboy: A Journey of Consistency and Innovation
Wizkid’s musical journey began in earnest in 2010 with his breakout single “Holla at Your Boy.” Backed by Banky W’s EME Records, he quickly became the face of a new wave of Afrobeat, blending catchy melodies with a youthful and urban appeal that resonated with Nigerian and African audiences alike. His debut album, ‘Superstar,’ was a cultural phenomenon, positioning him as one of the brightest stars of the burgeoning Nigerian music industry.
At this time, several artists were rising alongside him—some already household names—Ice Prince, Wande Coal, Mocheddah, and D’banj, to name a few. But while some of these names later saw their shine dim, Wizkid began laying the foundation for a career of longevity.
A Master of Adaptation
Wizkid’s ability to adapt has been a critical factor in his continued relevance. His sophomore album, ‘Ayo,’ showcased an artist unafraid to experiment with different genres. However, it was his 2016 album, ‘Sounds from the Other Side,’ that truly marked his global crossover. While other artists remained strictly tethered to local soundscape, Wizkid strategically infused Afrobeat with international sounds—R&B, dancehall, and Caribbean rhythms. At the time, his hit record and Afrobeats anthem, “Ojuelegba” captured Drake’s attention and birthed a remix. “Ojuelegba” became an international hit and catapulted Wizkid to the global stage.
Many of his peers from the early 2010s struggled to find the same balance between maintaining their Afrobeat roots and appealing to a global audience. For instance, artists like Ice Prince, who experienced a meteoric rise with hits like “Oleku,” struggled to maintain their momentum internationally. The inability to evolve beyond local success became a stumbling block for some. Wizkid, on the other hand, seamlessly navigated this space, ensuring that his Afrobeat sound remained the backbone of his music while embracing wider sonic influences.
Branding and Star Power
In addition to his musical evolution, Wizkid’s personal brand has been key to his sustained success. From the early days of being the “boy next door” in ‘Superstar,’ he gradually embraced a more mature and international persona. His pseudonym “Starboy” has become synonymous with a lifestyle brand that transcends music—fashion, pop culture, and influence.
Wizkid’s collaborations with global acts such as Beyoncé, Skepta, and Burna Boy have also helped him remain in the global consciousness. In contrast, many artists who emerged during the same period struggled to expand beyond the African market. D’banj, for instance, despite a significant international push with Kanye West’s G.O.O.D Music, struggled to sustain the crossover appeal after his 2012 global hit, “Oliver Twist.”
Strategic Partnerships
Wizkid’s ability to forge strategic partnerships has also been crucial in his staying power. From signing to RCA Records, one of the biggest labels in the world, to collaborating with the likes of Drake and Ty Dolla Sign, Wizkid has built a network that keeps him at the forefront of not just Afrobeat, but global pop music.
While some contemporaries have faced challenges managing their careers and making sound business decisions, Wizkid’s alignment with the right people has helped him stay relevant. Wande Coal, for example, an artist once touted as one of Nigeria’s finest, saw his career trajectory stall due to label issues and a lack of consistent output.
Evolving Fanbase and Timeless Appeal
Wizkid’s relevance can also be attributed to his ability to keep his fanbase engaged. Over the years, his music has grown with his fans, maturing in sound and themes. His 2020 album ‘Made in Lagos’ marked a more mellow and reflective side of Wizkid, and it was embraced globally. The smash hit “Essence” became a cultural moment, securing him Grammy nominations and further cementing his place in the global music conversation. His fanbase, known as “Wizkid FC,” is one of the most loyal and vocal, and he nurtures this community through exclusive releases, interactions, and maintaining a level of mystery that keeps them wanting more.
Why Others Fell Off
As Wizkid’s success continues to grow, several artists from his generation have seen their careers wane. Part of this stems from an inability to adapt to the evolving music landscape. Artists like Ice Prince and Iyanya, who had massive hits in the early 2010s, struggled to evolve their sound or brand. Label conflicts, creative differences, and sometimes complacency have all contributed to their decline.
Moreover, the international market, particularly the United States, is a tough nut to crack. Although, many artists chased collaborations or tried to penetrate the market, not all had the blueprint or sustained international relevance that Wizkid managed to achieve. His careful pacing of releases, ability to tap into international trends, and deliberate brand-building efforts set him apart from peers who, while talented, lacked the vision or management support to scale those heights.
A Blueprint for Longevity
Wizkid’s continued relevance in the ever-changing world of music can be attributed to a few key factors: his ability to adapt musically, his strategic brand development, his connections and collaborations on a global scale, and a loyal fanbase that grows with him. While other artists may have faltered along the way due to missteps in branding, label management, or a lack of sonic evolution, Wizkid has consistently evolved, positioning himself not just as an Afrobeat superstar, but as a global cultural icon.
His journey is a masterclass in staying relevant in an industry where the spotlight is fleeting. By never settling and always thinking two steps ahead, Wizkid has secured his place at the top—a true Starboy who, while others fell off, continues to rise.
