Veteran rapper and businessman IllBliss has sparked serious conversations in the Nigerian music industry after openly admitting that every artist has a limited shelf life, warning that aging entertainers face harsh survival struggles with little to no safety net in the country.
The rapper made the candid remarks during an appearance on the Outside The Box podcast. He stressed the need for artists to evolve and create multiple income streams beyond music. He said:
“I feel like every artist has a shelf life and when you’ve lived out that shelf life, a new generation starts to catch the attention of the audience.”
He painted a tough picture of the reality of veteran artistes:
“Nigeria is the worst place to be an aging artist because there’s nothing for you — no pension, no collection societies — so you’re not eating off your royalties. I try, I hustle everyday making sure I’m looking at a new business.”
The rapper, who previously worked as a banker, revealed he constantly applies risk analysis skills to spot viable business opportunities to support himself. He cited practical examples like investing in Airbnb properties in high-demand areas such as Lekki and setting up launderettes where demand is booming.
IllBliss emphasised that staying relevant requires constant adaptation and smart financial decisions. His comments have resonated with many in the entertainment industry, where several veteran acts have struggled financially despite past successes due to poor industry structures and limited institutional support.
His message serves as both a warning to younger artists to plan ahead and a reality check for the industry on the need for better structures to support long-term careers.