Authored by : Aon
With reference to : Professor Ashiwaju Akande
Fuji music has produced numerous legendary talents over the decades—icons like K1 De Ultimate, Iyanda Sawaba, Aare Shina Akanni, Adewale Ayuba, Lateef Ilori, Easy Sawaba, Rasheed Ayinde, Sefiu Alao (in the ’80s), and later stars such as Obesere, Sandoka, Pasuma, and Saheed Osupa (in the ’90s).
The early generation of Fuji artists began by establishing their distribution networks and fan bases. K1 De Ultimate (Wasiu Ayinde) strategically built his marketing foundation by gradually attracting fans of his mentor, Barrister (Sikiru Ayinde), throughout the late 1970s. Among the few who challenged this structure in the ’80s was Adewale Ayuba, who used his own skills and unique style to rise, although he didn’t threaten the dominance of the 1970s pioneers.
While the 1980s had fewer notable Fuji acts, the 1990s saw an explosion of talent. Obesere emerged as a bold force, leading a new wave with his “Asakasa” style—a fusion that shook the foundations laid in the ’60s, ’70s, and ’80s. Though his peak dominance lasted about 3 to 4 years, it opened the door for others like Pasuma, Malaika, and Osupa to create their own market impact through controversy and innovation.
This new energy from the 1990s significantly disrupted the influence of the older generation. In response, 1970s legends had to adapt by stepping into the 1990s arena, stirring controversies and forming groups to protect their market position, as the younger stars were beginning to devalue the old leadership’s market share.
Originally, Fuji music marketing—especially between Barrister and Kollington—was rooted in friendly rivalry. But now, we must ask: Are today’s Fuji stars still practicing friendly competitive marketing, or has it evolved into something else entirely?
