2Baba, Now Muzik Separate After 20 Years Partnership

Singer 2Baba and Now Muzik have separated after 20 years of partnership.

Glamtush reports that two of Nigeria’s most iconic contemporary music brands, the revered pop giant Innocent ‘2Baba’ Idibia’ and respected managementNow Muzik, on Wednesday, March 6, announced the end of their partnership of over two decades.

This online news platform understands that the mutual disengagement is with immediate effect.

Co-founder and chief executive of Now Muzik, Efe Omorogbe says working with Idibia was “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,” Omorogbe added.

2Baba commented, “I know it’s 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’ve 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 8 albums, performed in over 100 cities, won over 60 awards; and scored over 400 million streams across all platforms. He remains the most iconic pop star of his generation, and is now working to execute a new phase of his dramatic career. He is henceforth represented by Hypertek Digital; his own imprint.

Now Muzik has been home to over 30 talents with cumulative 100+ awards over 25 years and a combined music stream of over one billion. The company was founded by Efe Omorogbe, as a University of Lagos undergraduate in 1994, in partnership with Sammy Odins-Odihirin and the late Fredrick Ayalogu.

Omorogbe adds,”‘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.”