The news of legendary Nigerian singer 2Baba and his longtime management company, Now Muzik, parting ways after two decades together came as a shock to many fans. 2Baba, previously known as Tuface Idibia, and Now Muzik played a huge role in each other’s success over the past 20 years. In this article, we’ll explore some of the possible reasons that led to the end of this long-time professional relationship and examine what this change could mean for 2Baba’s career going forward.
Since exploding onto the Nigerian music scene in the early 2000s, 2Baba has enjoyed tremendous accomplishments under the guidance of Now Muzik. Some key achievements include releasing numerous hit albums and singles, winning multiple awards nationally and internationally, attracting high-profile brand endorsements, and establishing himself as one of Africa’s most influential A-list artists.
Now Muzik, founded by Efe Omorogbe, also grew into one of Nigeria’s most prestigious artist management firms during this time, managing 2Baba’s career operations, public image, and business deals. Their partnership was hugely successful and lasted through 2Baba’s musical prime over the past two decades.
So what led to this long-term professional relationship dissolving after 20 years? While no official reasons were publicly given, industry sources have speculated about possible factors:
Money & Royalties: There have been past accusations about 2Baba not receiving all royalty payments owed from Now Muzik. Tensions over financial transparency and distributions could have increased over time.
Control & Decision Making: As the foremost artist, 2Baba may have wanted more autonomy and input over career decisions. But Now Muzik, who nurtured his success, naturally wanted the final say on strategic moves.
Differences in visions for 2Baba’s brand direction and musical evolution as he matured may have driven the need for independent leadership. Repeated misunderstandings not properly addressed for years likely eroded the trust bond that’s critical to talent-management ties.
Friends and other confidantes not financially invested may have fueled 2Baba’s desire to change paths after two successful but long decades. Managing huge fame often breeds egos, and clashes between 2Baba and Now Muzik handlers could have boiled over with less flexibility on both sides.
Additionally, 2Baba is now in his mid-40s with a family and likely wants more stability. So a management refresh may have been inevitable as he entered a new phase. While Now Muzik did a phenomenal job and remains hugely respected, all talent-agency relations must evolve over such a long partnership.
This change now gives 2Baba full autonomy over brand direction as his career enters a new chapter. All deals will henceforth be structured to his total satisfaction without any perceived conflicts. It also frees Now Muzik to focus on other talents without distraction. Both parties can now part as longtime allies and even potentially work together on future selective projects.
Overall, while disappointing for long-time fans, this change was arguably necessary for both 2Baba and Now Muzik to remain relevant moving forward. The splitting appears amicable with no public mudslinging, preserving their legacy of success together over two decades.
Frequently Asked Questions:
Q: How will this change impact 2Baba’s music & endorsement deals?
2Baba already has an established global brand, so deal terms won’t change much. But he now has complete control over new works, image rights, and the choice of partners. Existing contracts will be smoothly transitioned. This change allows 2Baba’s career to evolve limitlessly.
Q: Will this affect his relationship with other Now Muzik artists?
A: Unlikely, as this is purely a business decision between 2Baba and Now Muzik, not personal. 2Baba remains on good terms with others at Now Muzik and may collaborate with them independently. His role as a respected industry senior continues unchanged.
Q: What are 2Baba’s plans under new management?
In the short term, 2Baba will likely focus on completing pending works and touring/live concerts as COVID permits. Longer term, expect refreshed music themes drawing from his blossoming acting career and global audience. Tapping new talents and markets will keep him on the cutting edge.
Q: Did other artists influence 2Baba’s decision?
A: Not directly, but seeing international stars change handlers successfully in their 4th decade may have inspired 2Baba’s self-belief that a refresh fits his maturing career stage. Ultimately, it was his personal decision based on his unique 20-year journey and future goals.
While ending a two-decade partnership is a big decision, it appears to be an amicable one between 2Baba and Now Muzik that respects their incredible joint legacy and allows both to write new chapters. This change gives 2Baba full independence to pursue fresh directions that excite his maturing sensibilities and global audience. If properly managed, his iconic brand has years of continued growth, and we can expect renewed energy in 2Baba’s artistry with complete ownership of his bright future.
