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Nigerian music star D’banj has shed fresh light on his creative identity and business journey, revealing that his rise in the entertainment industry was built on a mindset far beyond vocals or genre labels
Speaking on Seun Okinbaloye’s The Micon Podcast, the Kokomaster said he never saw himself as just a singer or rapper. Instead, he embraced the broader title of “entertainer,” a self-definition he credits with shaping his unique brand and career path
“I realised it early. I never called myself a singer or a rapper. I called myself an entertainer — meaning I don’t have to sing to entertain,”
According to D’banj, this approach lifted the pressure of fitting into a box and enabled him to explore creativity freely. He said the global success of his hit single Oliver Twist reinforced his belief that entertainment goes far beyond vocals. oliver Twist proved what I had always believed. My life has been different for a long time,”
D’banj also spoke on the business realities of global stardom, stressing that top celebrities build enduring wealth from ventures outside music.
“There is no artiste on the Forbes list who made it through music alone. It takes business, vision, and platforms bigger than the art itself,”
Highlighting his own entrepreneurial efforts, he pointed to his C.R.E.A.M (Creative, Reality, Entertainment, Arts, Music) platform — a talent and content initiative he claims is now valued at $3 billion.
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“My C.R.E.A.M platform is worth $3 billion — and that’s the real game he said
D’banj’s remarks reinforce his long-standing advocacy for entertainment entrepreneurship, urging artistes to think beyond traditional music revenue streams and build larger, sustainable platforms.
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