Why hunger matters in music industry – Sunkanmi Kings

Tolulope Oke

Nigerian songwriter, A&R executive, and creative director Oluwasegun Olabode, professionally known as Sunkanmi Kings, has said that talent alone is no longer enough to sustain a successful career in the music industry, stressing that hunger, coachability, and consistency are what truly separate lasting artists from temporary sensations.

Speaking on what it takes to identify genuine talent in today’s music landscape, Sunkanmi Kings noted that Nigeria is overflowing with gifted creatives across cities like Lagos, Abuja, Enugu, and Port Harcourt, adding that the industry currently has more talent than it can absorb.

According to him, the major difference between artists who build long-term careers and those who only enjoy short-lived moments is not necessarily skill, but mindset and discipline.

“Talent is almost never the differentiator,” he said. “What separates a career from a moment is hunger, coachability, and consistency and the greatest of those is coachability.”

He explained that the music industry demands sustained commitment, especially during difficult periods when momentum slows and records may no longer connect with audiences the way they once did.

“Hunger matters because this industry demands a level of sustained commitment that comfortable people simply won’t maintain through difficult periods,” he stated.

Sunkanmi Kings also emphasized the importance of artists being open to learning and constructive criticism, noting that many gifted creatives struggle because they resist direction or expect immediate success without putting in the required work.

According to him, artists who endure are those who remain confident in their identity while still allowing themselves to be challenged, refined, and developed creatively.

The creative director further explained that when assessing emerging talents, he pays attention not only to the music itself, but also to the individual behind it.

“The music tells me what’s possible,” he said. “The person tells me whether that potential can actually be realised.”