How has legendary singer fared as '2baba'?

The music industry is characterized by a shift in the balance of things. Change is ever at work, with empires rising and falling, Kingdoms built and destroyed, and careers soaring and descending. Only a few people survive these harsh and ruthless forces that decide the fate and duration of people’s time at the top. They do that by adapting their craft and various elements of their branding to stay fresh, relevant and timeless.

After a career spanning two decades and achieving the best of all there is on the continent, 2face Idibia had to switch things up. He had run his race, spread the good music, influenced millions of people, made a ton of money, and won a lifetime of awards. But things had become a bit stale, and so he had to make a change.

Introducing the all new 2baba. A star with everything intact, same face, same look, same voice, same demeanour, only with a name 2baba. The new name was a rather easy attempt at rebranding, with the singer grabbing an unofficial pet name from fans, which had existed for as long as his solo career has lasted, and switched it up with the original name. Innocent Ujah Idibia, formerly known as 2face Idibia, became 2baba…still of the Idibia house.

If the aim for a new beginning was the driving force behind the name, then yes, a change was done. A new beginning it was for the maestro, a chance to redefine himself and his music. The announcement was made in the buildup to the release of his 6 studio album “The Ascension”. During media rounds, he declared the name change, stating that he intended to be called 2baba.

Out with the old! All hail King 2baba.

2baba’s first strike as a music entity was the album which flopped highly. The singer made some bold moves on the album with experimentation and syncopation, which failed to make it come alive. Only one single – “Let somebody love you” featuring Bridget Kelly – was successful, with the rest failing to grow past their status as ‘part of the album’. Critics were not shy either, as they attacked with their swords unsheathed. The album was branded as a major fail, with the singer quick to move on from it.

2015 saw the singer at the heart of the political scene, where he ran a movement named “Vote Not Fight”, an awareness campaign that toured states and sensitized people on the need to vote at the Nigeria General Elections, without embracing violence. He also found time to become actively involved with Airtel, and ran some campaigns for them. Collaborations with other acts were carried out, with Olu Maintain’s ‘Cinderella’, a high point.

He also celebrated his 40 birthday, at a concert tagged “Fortified”, and had the best of the industry coming forward to hail him as king, and give him a day worthy of his status as Africa’s living legend of music.

2016 has the singer working again in the studio, and he has already released three singles, - ‘Coded Tinz’ ft Phyno and Chief Obi, ‘Officially blind’, and ‘Oya make we go’ ft Sauti Sol – with the first climbing high in the clubs. There’s a renewed burst of energy in his veins, as he prepares everyone for another album. More visuals are set for release too. he has also been signed on by Campari.