Marketing in music is a niche on its own that cannot be neglected or ignored. And for some talents, they’ve chosen to grab the promotion bull by the horns. For Tolibian, the experience has been on a deeper level than strategy, it revealed so much about who he was and who he’s become. You see, Tolibian is not your regular artiste. If you didn't catch him during his comedy days with The Cute Abiola Entertainment (TCA) record label, then maybe you noticed him during the popular wave of Buju’s “Para” or in one of his engaging live music duets. If none of that rings a bell, surely “Abaya” and “Ramadan” have likely done the job, both hard to miss. His comedic roots clearly shape the way he promotes his music because truly, the river never forgets its source. His track record speaks for itself because each song, cover and video is genuinely worth the watch. There’s a bubbling positivity in his words, his delivery, and even in the tone of his voice.
While many artistes are turning back to the foundational sounds of core African music, Tolibian has become a master in that space. Yes, with Fuji and Apala! Just when it seems like his fame is picking up steam, Tolibian goes a step further, dropping the new “Oblee” single and personally driving its traffic on TikTok. Quirky as it may seem to some, I don’t think there’s another rising act who melds memes and music promotion as skillfully as he does. A quick scroll through his page and you’ll be amazed at how he’s as hardworking as a bee, building the wax and getting the honey, all at once. Surely, there’s still more ahead for Tolibian. The world awaits and it’s about to feel the full hit as Tolibian afro-fujifies it all!
TTC: In 2022, you went viral on socials with your Buju’s “Para” cover. Barely a year later, you released “Journey.” What was it like making music during that period while your fame was still growing, but not fully mainstream yet?
TOLIBIAN: It was exciting but humbling. I was learning on-the-go by experimenting, failing, and evolving. That period helped me build thick skin and find my voice without pressure to “trend.”
TTC: Following their release in 2023, “Abaya” and “Ramadan” have become evergreen tracks that keep returning with fresh momentum each Ramadan. Did you anticipate that seasonal impact when you made them, or would you say it happened by chance?
TOLIBIAN: Not at all. I just wanted to express my roots and share that Ramadan feeling. I’m grateful they connected deeply and now return every season like a tradition.
TTC: On TikTok, you post an average of 100 videos daily to push your music. That’s a pretty intense work rate. What drives you to keep showing up with that level of consistency in your content strategy?
TOLIBIAN: I treat content like currency, so for me the more I put out, the more chances I create. It’s all discipline, strategy, and a lot of love for what I do.
TTC: The remix with ODUMODUBLVCK and Boj caught a lot of people off guard in the best way. Can you tell us how that unexpected collaboration came together?
TOLIBIAN: It was pure alignment. It started as a wild idea and next thing I know, everyone brought crazy energy. It was organic, unexpected, and a perfect big shout out to OD because he made everything seem easy.
TTC: Your creativity knows no bounds, and the question is: with your sense of humour and timing, is comedy something you’d ever consider exploring more seriously?
TOLIBIAN: Definitely. Comedy is already in my DNA. If I ever dive fully into it, it’ll be with intention not just for laughs, but to tell stories that stick.
TTC: We love “Abaya” and “Ramadan,” but “Oblee” feels more distinct from your usual Fuji/Apala-based style and sound. What inspired that shift in your musical direction and theme?
TOLIBIAN: I wanted to show range. “Oblee” came from a space of experimenting with bounce, melody, and a more global vibe. It’s still the same me, I simply just leveled up.
TTC: If you could bring any artiste on board for a possible “Oblee” remix, who would it be and why?
TOLIBIAN: Someone unpredictable like WC or Burna Boy. I love contrasts, bringing sweetness to the wild always sparks something new.
TTC: Your promotion clips are as creative as your songs. How do you come up with those concepts, and what’s your process for deciding which videos fit which song?
TOLIBIAN: It requires research and hard work because I’m great at matching vibes. If a song is dramatic, I pair it with a clip that exaggerates that feeling. It’s like building a visual moodboard for each track.
TTC: Even with your growing mainstream recognition, you’ve continued releasing covers consistently. Is that your way of staying rooted in how you started? And how do you manage to balance everything?
TOLIBIAN: Yes, making song covers keep me grounded. They remind me why I started music out of pure love for sound. I maintain a balance by staying intentional and keeping my circle tight.
TTC: You’ve been building momentum since as far back as 2019. With everything you’ve worked toward, what’s that personal end goal you've been holding onto all this time?
TOLIBIAN: Legacy. I want to be remembered as someone who reshaped culture through sound, content, and story, not just trends.