You won't find Favour Anosike, aka Ugoccie, making headlines for unnecessary drama. The achalugo singer says she's always prioritised creating music that resonates with listeners, not generating attention through controversy. In an interview with Sunday Scoop, Ugoccie reflected on the growing culture of controversy-driven publicity in the music industry.
Her take? 'Controversy may bring temporary attention, but it doesn't necessarily build a lasting legacy.'
Speaking on the ongoing debate about whether afrobeats is becoming more focused on virality, luxury lifestyles, and social media attention than artistic excellence, Ugoccie said she thinks social media and the digital age have changed how music is consumed, naturally leading artists to pay more attention to visibility and virality.
But she doesn't believe artistry has been completely sacrificed. 'Great music still stands out, and people always return to it.' Ugoccie's focus is on finding a balance between staying visible and staying true to her art. For her, substance will always come first, because 'trends fade, but good music lives forever.'
Ugoccie, who has built a career in radio broadcasting before establishing herself as a musician, revealed that many assume her journey has been smooth because of her confident and cheerful disposition. The truth is that her journey has involved sacrifice, disappointment, setbacks, and moments of uncertainty.
What might shock many people is the number of times she had to keep going despite doors being shut in her face. There were moments when giving up seemed easier, but her passion for music, her amazing manager, the people who support her, and her belief in God's timing kept her going.
When asked if she could ever quit music, Ugoccie was emphatic that music is more than a profession to her - it's a calling and a huge part of who she is. She couldn't imagine completely walking away from it, even if she's not actively performing someday. She would still be creating, writing, or contributing to music in some capacity.
It's a commitment that shows in her music, which has earned her a loyal following. Ugoccie's dedication to her craft and her passion for creating music that resonates with listeners make her a standout in the industry.
As she continues to create and share her music, Ugoccie's focus on authenticity and substance is a refreshing reminder that, in the end, good music will always prevail.
'I have never felt pressured to create drama to stay relevant because I strongly believe that talent, consistency and authenticity will always stand the test of time.'