How Innocent Idibia ‘2Baba’ makes and spends his money

There is no doubt that Innocent ‘Tuface’ Idibia is one of the wealthiest music acts in Nigeria after more than a decade on the scene.

Business Insider Sub Saharan Africa delves into how the man who changed his moniker to "2Baba" in 2016 makes and spends his money.

How he makes his money

2Baba is not only a musician but also an entrepreneur and invests heavily in the real estate sector. He is the Chief Executive of Hypertek Entertainment – a record label that manages acts like Dammy Krane and Dr Victor Uwaifo.

His song titled ‘African Queen’ has gone down as a seminal song and was used a soundtrack on hit US urban movie Phat Girlz. He was reportedly paid N 10 million for the rights to the song.

Music recording and album sales

2Baba has six albums to his name and has sold over 10 million copies worldwide. 'African Queen' is his highest earner with over 5 million copies sold across the globe.

He also makes money from online music platforms such as Spinlet, iTunes, Youtube and Ring Back tunes and MusicPlus of MTN telecommunications.

Live performance and shows

It was reported that 2Baba charges between N3m – N5m for show bookings and N30,000 – N400,000 for an appearance at an organised show.

He also makes draws revenue from his collaboration with Nigerian Breweries’ Star Music: The Trek.

Endorsement deals

The first deal 2Baba had as a solo artiste was in 2005 when he was named as an ambassador by Guinness Nigeria in a N15M Naira deal.

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In 2010, Airtel signed a 20 million endorsement deal with him and renewed the deal in 2015 for double of the original amount. He is also signed as an ambassador with Globacom in 2017 for an undisclosed amount.

He also endorses premier brands like to Campari, Hennessy and Haven Homes.

How he spends his money

Innocent Idibia is a businessman with a keen interest in the hospitality and real estate industries. He is the owner of Rumor Nightclubs in Lagos with outlets in FESTAC Town and Ikeja GRA.

His cars, houses and kits

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