In this interview with SEGUN ADEBAYO, music entrepreneur and artist Don Crucifixto discusses his strategies for success in both music and business, as well as his insights into sustaining a long-lasting career in the industry.
When the cameras stop rolling, I remain true to myself—a person who strives for greatness, excellence, and peak performance. While people recognize the brand, they often overlook the individual behind it. I am deliberate, focused, and driven by intention. Creating music isn’t my sole endeavor; I aim to construct enduring legacies. Beyond my musical pursuits, I consider myself a strategist, an entrepreneur, and someone committed to unwavering loyalty and meticulousness in all aspects of life. Others might believe they understand Don Crucifisto, yet the reality is, I reveal only as much as I choose to share.
You've established yourself as both a creator and a strategist. Could you share your approach to balancing the artistic aspect of music with its commercial dimension? To me, music and commerce are interconnected facets of the same entity. Many artists often concentrate solely on their craft while neglecting the fact that music is also a business venture. Even if someone is incredibly gifted musically, without understanding the business element, they will consistently face challenges. I find satisfaction in both realms since I recognize that sustainability stems from striking this equilibrium. While composing music brings me joy, so does overseeing how my work reaches audiences, gets promoted, and generates revenue. Business strategies ensure the continuity of musical creation. Throughout your career, you have navigated through various roles within the industry, gaining experience both backstage and center stage.
What has been your greatest challenge so far, and what steps did you take to conquer it?
Connected: How 'Ramadan' Song Turned Into a Viral Hit — Tobilian Nigerian musician Lop3z releases first single titled Annie Idibia leaves rehabilitation center, plans explosive returnThe primary difficulty has consistently been maintaining leadership in a sector where imitation often supersedes creativity. Numerous individuals act according to fads; I operate following meticulous planning. There have been instances when others undervalued me due to my quiet approach, yet I allowed my efforts to demonstrate my capabilities. Conquering obstacles within this field hinges on reliability, remaining thoughtful, and ensuring every action harmonizes with one’s future objectives.
You've consistently shown foresight with your releases, and lately, the talk on the street has centered around a significant event scheduled for September 2025! Are we anticipating a substantial release, perhaps an official announcement, or should we adopt a "wait and see" approach?
In September, we're not merely dealing with a random day or month; this period carries significance. Anyone familiar with my approach understands that every action I take serves a purpose beyond itself. A major event looms ahead—a development destined to reaffirm why Don Crucifixo operates uniquely. Whether it's a declaration or a new venture remains unclear. All one can do is prepare themselves if they've kept watch. For now, those are the details I'm willing to share.
Your reputation is closely tied to exclusivity and top-notch quality. Can you share your strategy for releasing music, and explain why you prefer taking your time with projects rather than quickly putting out tracks as many artists do nowadays?
Music is an art form, not quick cuisine. Many creators are hastily releasing tracks every fortnight merely to remain current. My approach differs; each piece I release is meticulously planned, deliberate, and meaningful. This is why my work endures over time. Individuals continue to discuss my earlier outputs as though they were released recently due to their craftsmanship and intentionality.
What do you believe has contributed most to your enduring success and consistent performance in the sport?
For me, the crucial aspect is understanding your identity and always staying true to yourself without following others blindly. I avoid chasing current fads; instead, I establish my path. Many individuals become preoccupied with emulating today’s popular styles, which often leads them astray as they adopt a shortsighted approach. In contrast, I concentrate on building sustainability, focusing on actions that will remain significant even after ten years have passed. This consistency stems from having a robust base.
We've witnessed musicians speak out against exploitation within the music industry, and as someone who has worked both as an artist and an executive, what significant alteration do you believe is necessary for the Nigerian or international music sector?
Artists should have a grasp of contractual agreements. It’s common for individuals to agree to deals without thoroughly reviewing them, only to lament being exploited afterward. While greater openness within the industry would be beneficial, artists must take responsibility to inform themselves as well. Once you comprehend your value, no one has the power to deceive you.
Your track record shows that you're quite choosy when it comes to collaborating. Could you share what qualities make an artist or producer suitable for you, and how exactly you determine whom to join forces with?
I collaborate with individuals who add value. It's not merely about popularity or current trends; instead, I look for those possessing high standards of excellence, clear visions, and a strong work ethic aligned with my own. Those lacking these qualities won't be able to join me in working together.
Your recent partnership with Rotimi on 'I Believe' has been receiving extensive airtime on Nigerian radios and TVs. Could you share how this connection came about and describe your experience collaborating with him from a creative standpoint?
Rotimi truly grasps the essence of authentic music. Our collaboration transcended mere song creation; it aimed at producing something significant. "I Believe" isn’t merely a single; it embodies a message, an atmosphere, and even a cause. The response has been overwhelmingly positive, marking only the start of what’s ahead.
A lot of people don’t know how much you move behind the scenes in music. Would you say you prefer to be the mastermind or the frontman?
Depending on the circumstances, I take on either role. There are times when you must work behind the scenes to make things happen, and other moments where you should come forward and assert yourself. The crucial part is understanding when to apply each approach.
African music genres like Afrobeats and Afrofusion are expanding their reach worldwide. How do you envision your role within this evolving landscape, and what strategies do you believe African musicians should adopt to ensure sustained success over time?
Afrobeats represents the future, and I have consistently been a part of this movement. For African artists, the crucial aspect is maintaining control—asserting ownership over your music, your master recordings, and your artistic heritage. This is essential for sustaining a lasting career.
What does success signify for you, and do you believe you have already attained it, or is there still further progress ahead?
Achieving success means having an influence. It's not merely about the figures; it's about the lasting impression you make. Am I successful? Indeed, I am. Will there be further achievements? Absolutely. This is only the beginning.
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