Nigerian Afrobeats star Divine Ikubor, popularly known as Rema, has urged fellow musicians to prioritise artistic freedom and experimentation instead of restricting their creativity to what their audiences already enjoy.
Rema made the remarks during a recent concert while discussing the need for Afrobeats artistes to explore new sounds and creative directions. He argued that constantly following fans’ preferences could limit the development of the genre.
The singer explained that his approach to music begins with his own artistic instincts. According to him, artists should be willing to introduce unfamiliar ideas and sounds, even when those choices initially attract criticism.
“I don’t care what you say about me. I don’t care if you like what I like. But I make music that I like before you like it,” Rema said.
He added that simply producing songs based on existing audience expectations could prevent Afrobeats from progressing.
“If I stick to what you like, Afrobeats is not going to move forward,” the singer stated, while describing himself as the “Prince of Afrobeats.”
His comments come amid continuing discussions about the direction of contemporary Afrobeats. Some listeners have expressed concerns about Nigerian artistes incorporating influences from other genres, particularly as musicians seek wider international audiences.
Others argue that experimentation has always been part of the evolution of African popular music and could help Afrobeats remain globally competitive.
Rema’s position adds to the debate about whether artistes should prioritise commercial expectations or artistic innovation. His own music has incorporated elements beyond conventional Afrobeats, including influences associated with his self-described Afrorave sound.
The singer rose to prominence after joining Jonzing World and Mavin Records in 2019. His international breakthrough was further strengthened by “Calm Down,” particularly following its global remix with Selena Gomez.
As Afrobeats continues to expand internationally, Rema’s comments highlight the challenge of preserving the genre’s identity while allowing artistes the freedom to experiment and create new sounds.
