Music executive Excel Joab has challenged the Nigerian music industry’s growing focus on intellectual property ownership, arguing that creatives must pay greater attention to building sustainable value around their work.
Speaking during a panel session at NECLive 2026, Joab said discussions about Nigerian artistes losing their intellectual property rights to foreign entities often overlook a deeper issue: the industry’s lack of imagination and long-term creative vision.
He observed that many emerging artistes increasingly approach music as a quick source of income rather than an opportunity to build sustainable creative businesses.
“A lot of these conversations around ownership, they come with the right spirit but not a lot of thought,” he said.
Joab argued that owning intellectual property does not automatically translate into commercial success, stressing that artistes should be more concerned with how they intend to maximise the value of their creative assets.
“The problem is not ownership. The real problem is what you’re going to do with it,” he said.
He also pointed to the growing international recognition of Nigerian music, citing FIFA’s awareness of the country’s cultural influence as an indication of the global reach and appeal of its creative industry.
Joab’s comments highlighted the need for Nigerian music stakeholders to look beyond ownership debates and develop innovative strategies for turning intellectual property into sustainable economic and cultural value.
