2Baba, Now Muzik Poised to Part Ways After 20-Year Partnership

The renowned Nigerian pop artist Innocent Idibia, best referred to as “2Baba,” and his management label, Now Muzik, have concluded their collaboration that spanned more than two decades.

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The Co-founder and Chief Executive Officer of Now Muzik, Efe Omorogbe, disclosed this in a statement on Wednesday in Lagos.
According to him, the mutual disengagement was with immediate effect.
Omorogbe described his working relationship with Idibia as “beyond work”.
“I am grateful to 2baba for the trust, and for the friendship. I am proud of the brands we built together, the music we made; the fans we entertained.
“2Baba is one of the greatest Nigerian musicians of all time and it really is an honour to have had the opportunity to walk side by side with him, watching and helping him make magic over the past two decades.
“My team and I look forward to now supporting from the sidelines, and continuing to advocate for any and everything 2Baba.

“We are grateful for the opportunity to achieve major milestones working with 2Baba over the last two decades.
“These achievements have defined an era and validated our collective contributions to the growth of the entertainment industry in Africa. For this, we are extremely proud,” he said.
Also, 2Baba said, “I know it is a cliche but every good thing must come to an end. I owe a lot of my career success to Efe and his team at Now Muzik.
“Everything I have been able to achieve is as a result of the support of so many people and organisations working with me to bring my talent and vision to life. Now Muzik is one of such companies and I couldn’t be more grateful to them.”
2Baba signed with Now Muzik management upon exiting The Plantashun Boiz in 2004 and pitching tent with Kennis Music as recording label.
Since then, he has recorded and released eight albums; performed in over 100 cities; won over 60 awards; and scored over 400 million streams across all platforms.
He remains one of the iconic pop stars of his generation, and is now working to execute a new phase of his dramatic career.
Henceforth, he will be represented by Hypertek Digital, his own imprint.
Now Muzik has been home to over 30 talents with cumulative 100 plus awards over 25 years and a combined music stream of over one billion.
The company was founded by Omorogbe, a University of Lagos undergraduate in 1994, in partnership with Sammy Odins-Odihirin and the late Fredrick Ayalogu.

NAN/O.O