Consistency over clout: Why King Derrick’s career deserves more industry attention

In a world where viral moments usually take the place of real artistic growth, there are a lot of truly talented musicians who are ignored just because they prefer the more gradual route of consistency to spectacle. The Afropop industry in Nigeria and the UK has spawned a myriad of musicians who seek instant fame, yet a few have silently established their careers based on consistent expansion, true artistry and a long term plan. Efe Osazuwa, also known as King Derrick, is one of such artists.

King Derrick was born in Nigeria and his musical career is an indication of a self-sufficient artist who has never taken shortcuts. His move to the United Kingdom was not merely a geographical one, but the start of a conscious attempt to expand his artistic outlook as well as to expose his sound to new people. Rather than rejecting his African musical roots, he adopted them, and his experiences in both Nigeria and the UK helped him to develop a style that is modern yet does not lose its cultural identity.

His early days in the UK were not characterized by glamorous headlines, as many independent musicians who were in uncharted waters, but it was pure perseverance. Rather than rely on major record labels or industry gatekeepers to discover him, King Derrick took out time in developing his catalogue, solidifying his live performance reputation, and making sure his music got to the audience via global digital channels. His releases are today found on major streaming platforms such as Apple Music, Spotify, Audiomack, Boomplay and other international music distribution platforms, which is a sign of a professional attitude to music distribution that artists who want to reach international listeners should have.

The difference between King Derrick and most of the new Afropop musicians is not the number of releases but rather the continuity of his career development. His discography shows a musician who is progressively perfecting his sound instead of redefining himself every time a commercial trend comes along. Releases like D’ Exclusive show an artist who is not afraid to experiment with Afropop whilst still keeping melodic accessibility and lyrical simplicity. Instead of using overproduction methods to support his records, King Derrick lets his voice and rhythmic intuitions take center stage in his music.

His development is even more noticeable on stage, perhaps.

King Derrick was gradually making a name as a live performer in various cities in the UK long before industry recognition started to trail him. Since his first appearances in Birmingham and Manchester, as well as his involvement in larger tours of the UK entertainment industry with comedians and other performers, he never turned down a chance to expose his music to a wider audience. These performances may not have attracted stadium-sized crowds, but they accomplished something arguably more valuable, which is that they demonstrated an artist willing to earn his audience one performance at a time. `

What is so interesting about King Derrick is his knowledge of the contemporary music industry. His presence on several streaming platforms and social media indicates a musician who values the fact that it is time to be visible as much as it is about music in the current industry.

Probably the biggest praise that can be given to King Derrick is that his career is sustainable. Most artists have a short-lived period of popularity on the internet and then fade into obscurity, but his career path indicates that he is a musician who is interested in creating something that is more sustainable. Each new release, each live show, each industry milestone seems to be another well-thought-out move towards long-term relevance as opposed to instant gratification.

Overnight success stories are often glorified in the entertainment industry, yet the reality is that successes in the business are often made through years of hard work that is hardly noticed by the media. King Derrick is of that second type. He might not be ready to take over the mainstream discussions, but with the groundwork he has already done with disciplined releases, international performances, professional branding and increasing industry awareness, we have an artist whose best is yet to be seen.

Unless the trend is reversed, King Derrick will probably not be remembered as another artist who had a brief spurt of fame, but one who just worked his way to the top through diligence, professionalism and a devotion to his work that was undeterred. That can eventually turn out to be his biggest asset in an industry that is all about hype.