Singer and songwriter Waje has shared valuable insights from her music career, cautioning that talent alone is insufficient for success.

Speaking at Funke Akindele’s Creative Blueprint Masterclass, Waje emphasised the importance of business knowledge in the music industry.

Waje admitted that she initially believed her vocal talent would guarantee success, but she soon learned that understanding the business side was crucial.

She explained that artists must view their music as a product and their audience as a market.

Waje urged artists to adapt to the evolving music landscape, where creativity must be balanced with business acumen.

She advised focusing on branding, audience engagement, and long-term financial sustainability to build a lasting career.

Waje said: “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.

“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?

“You have to start making sure that you’re crossing your T’s and dotting your I’s with your brand and the people who form your audience.

“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”.

[TheNation]