If life were a simulation, then Jones the Ikom Boy would be its glitch—an artist who disrupts the algorithm, bending the rules of visibility, talent, and industry recognition to his will.

From the soulful echoes of Nigerian church choirs to the electrifying stages of Dubai, Jones’ journey is one of relentless execution rather than a single defining moment. “I wouldn’t say there was a particular moment, I was too lost in the passion to be taken by a moment,” he muses. That passion, in situ, has driven him through the unpredictable terrain of the music industry, where success demands both artistic and business acumen.

But for an Afrobeat artist navigating the global stage, is passion alone enough?

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The Double Standard of Recognition

Afrobeat’s global explosion has made it a dominant sound, yet the path for African artists remains steeper than most. Jones acknowledges the grind but dismisses the notion of inherent barriers. “I do not believe that in this age of exposure and social media, there are any limits to the level of visibility any kind of artist can get,” he states. The digital revolution has democratized access, but has it dismantled bias?

The question lingers. Western markets still dictate the standards of "global" success, and while artists like Burna Boy, Wizkid, and Tems have broken through, the industry’s gatekeeping mechanisms persist. E pluribus unum—out of many, only a few are truly elevated. For every Nigerian artist who attains international fame, countless others remain unseen, regardless of their talent. Jones, however, chooses to sidestep the victim narrative. “It doesn’t matter who rejects you, as long as the audience accepts you, they will eventually have no choice. Excellence is key."

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"Everything answers to excellence.”

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The Hidden Curriculum of the Music Industry

Raw talent is never enough. The music industry, much like a high-stakes chess game, favors those who understand its unspoken rules. “It takes as much talent to create music as it does to push it,” Jones explains. “I had to accept that just because one is excellent at creating doesn’t necessarily mean that they would be heard or received.”

This truth is a rude awakening for many emerging artists, who believe that viral moments equate to longevity. But virality is fickle, and only those who master the business of music endure. Jones has learned this lesson firsthand.

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“There’s no self-made artist as much as we would like to believe that."

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"It takes the artistic as well as the business talent to be successful—not just in your studio or bedroom or among your friends.”

The numbers confirm this reality. According to a 2023 report by the International Federation of the Phonographic Industry (IFPI), global music revenue reached $26.2 billion, yet African artists accounted for less than 3% of that total. The disparity highlights the need for strategic positioning, branding, and industry alliances—factors Jones is keenly aware of.

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Faith, Burnout, and the Weight of Expectation

In a culture that glorifies hustle, the conversation around mental health in music often takes a backseat. Jones, however, doesn’t shy away from the topic. “People don’t take the time to study the psychology of being a musician and how it affects one on a physical, spiritual, and chemical level,” he says. The industry demands more than just artistry—it demands resilience against burnout, rejection, and the relentless pressure to stay relevant.

For Jones, faith has been his anchor. “Yes, I have experienced moments of burnout and anxiety. And God helped me. That was my only way out and back again.” His approach to success is a blend of gratitude and surrender.

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“Gratitude is also a game-changer. Nobody owes you anything and everything comes from God."

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"Gotta stay ready for when your name gets called in order not to be stuck in the traffic of excuses,” he says.

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Balancing Artistry and Identity

Jones' music reflects a dynamic blend of influences—rooted in Africa, yet open to the world. He does not see himself as an artist boxed into the “Afrobeat” label but as a global creative. “I do not make an extra effort to be super African. I am born African, but I am also curatively influenced by many peoples and cultures that I appreciate. Isn’t that the whole point? To share our cultures?”

Yet, he remains mindful of the industry’s tendency to dilute genres for mainstream appeal.

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“Afrobeat doesn’t even understand Afrobeat,” he laughs.

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“What we call Afrobeat is already diluted from the original Afrobeat, which is a mixture of African sounds and jazz, so… already diluted. It’s okay, they should take it how they can understand it, as long as they don’t try to force it on us.”

This willingness to evolve while maintaining authenticity is key to longevity. Trends fade, but artists who remain true to their creative instincts endure.

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The Future: A Farm, a Family, and a Few Global Hits

When asked about his five-year vision, Jones’ response is both ambitious and grounded. “A few global hits, a sizable audience running into tens and hundreds of millions, an established industry name. 'Whole time I’m in a mansion with a farm far away tending to horses and stuff, with my family of course.”

It’s a vision that extends beyond music, hinting at a deeper longing for balance. “The fear… I wouldn’t call it fear, but I understand the sacrifice that comes with setting certain goals. I do hope I can balance my relationships (with people and family) and my career."

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"I’m already so locked into this thing, but I hold the key, so it’s cool. God is with me, I will get it right.”

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No Ceiling, No Expiry Date

For an artist as reflective as Jones, the idea of a creative ceiling is almost laughable. “I do not have that problem. Creativity comes from the infinitely divine. As long as I am connected, it will always flow.” His philosophy rejects the idea of an endpoint. Every experience, every risk—whether successful or not—is part of the process. “I take risks every day, and they always pay off. Either in results or in lessons. I can’t pick one. Risk is a lifestyle.”

So, will music always be his primary calling? Maybe, maybe not. “Yes, I would leave music behind if a new passion took over. It doesn’t have me, I have it.”

The Matrix Has No Hold on Him

Jones the Ikom Boy is not waiting for validation. He moves with the understanding that success is layered, personal, and ever-evolving. His journey is a rejection of the belief that there is one singular way to "make it."

In The Matrix, Morpheus tells Neo: “You have to let it all go, Neo. Fear, doubt, and disbelief. Free your mind.” Jones, it seems, already has.

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