Ibrahim Bello Adedeji, widely known in industry circles and on social media as @thisisIBB, has quietly become one of the most influential figures in Nigerian music over the past decade. Though not often in the spotlight, his fingerprints are on some of the most pivotal moments in the industry’s evolution, from building Chocolate City’s Lagos presence to managing megastar Ice Prince at the peak of his fame.
In an exclusive interview with Yusuf Mohammed for Newswatch Plus, IBB opened up about his journey through the ever-evolving world of Nigerian music, working closely with Audu Maikori and artists like Victoria Kimani, Koker, and Sauti Sol, and how tech has reshaped the way success is built.
“Most people started by trying to be musicians themselves. I did too, but my path shifted when I joined Chocolate City in 2012,” IBB recalled. “I played a key role in helping them move operations from Abuja to Lagos, that’s really where everything started.”
During those early days, Chocolate City was onboarding new acts and preparing major projects. IBB was deeply involved in the development of artists like Victoria Kimani, Dice Ailes, and Ice Prince, who was about to release his landmark album Fire of Zamani.
“Audu [Maikori] saw potential in me before I saw it in myself,” IBB said. “One of the most rewarding experiences was working on the Fire of Zamani album launch, it taught me so much.”
As Ice Prince’s manager, IBB introduced a level of professional structure rarely seen in the industry at the time.
“We improved stage performances, project rollout, fan interaction, and even entourage management,” he noted. “There was more sanity and relief in his personal life too.”
Over the years, IBB has worked with a broad range of talents, including Koker, Dreybeatz, Yaadman (formerly Yung L), and even Caribbean artist Trigga Madd Tonic. He also led the launch of DIY Records and represented Kenyan supergroup Sauti Sol in Nigeria.
But being a talent manager in Nigeria is not without challenges.
“Fame is like a drug for some artists,” IBB admitted. “You have to keep them grounded. Also, delusion and lack of funding ruin many promising careers.”
Despite the struggles, he remains passionate about long-term artist development and warns against shortcuts.
“The pressure is high to deliver quick hits, but only long-term development creates legends. Shortcuts lead to trends, not legacies,” he said.
Reflecting on how the music scene has evolved, IBB emphasized that technology has broken traditional gatekeeping.
“The radio guy and TV programmer no longer decide who wins. Artists have direct access to their audience now, but that also means they have to work smarter.”
As for his own future, IBB remains deeply rooted in music but is expanding into other industries, including fintech, media, agriculture, and hospitality.
“I’ll never stop being a talent manager, it’s in my DNA. But I’m also exploring new frontiers.”
For young Nigerians hoping to break into the music business, IBB’s advice is clear: “Master content distribution and marketing, that’s your biggest asset today. And build a strong media and corporate network. Those connections will sustain you when the hits stop.”
With over ten years of experience, a keen eye for talent, and a deep understanding of the business, Ibrahim Bello Adedeji’s journey proves that not all architects of success need to stand in the spotlight, some build it from the shadows, one hit at a time.
