Jc T Why: Next Phase of African Music Will Thrive on Strong Systems

Founder of SOH Entertainment Limited, Jc T Why, has said that the next phase of African music will thrive on strong systems which empower artists to refine their talents for the global stage while equipping them with sustainable business skills.

He noted that talent alone is no longer enough to thrive in today’s competitive music industry, adding that artist managers must work towards bridging the gap between raw talent and global readiness.

“The future of African music depends on systems—clear pathways that help artists understand the business, refine their craft, and position themselves for sustainability, not just viral moments,” he said.

This philosophy has informed several of his recent projects, including curated music camps, talent showcases, and industry-facing platforms that connect emerging artists directly with labels, distributors, media partners, and global stakeholders.

These initiatives focus not only on performance but also on education—covering intellectual property, digital distribution, branding, and audience development.

Jc T Why’s appointment as The Talent Executive at AFRIMA (All Africa Music Awards) further reinforces his role in shaping continental talent narratives.

In this capacity, he has been instrumental in aligning talent discovery with structured exposure, ensuring that African artists are not only celebrated but strategically positioned on the global stage.

Industry observers note that Jc T Why’s approach represents a shift from personality-driven success to institution-driven growth—where artists are supported by frameworks that outlive trends and individual careers.

As Africa’s music industry continues to expand its global footprint, figures like Jc T Why are proving that the future belongs to those who build behind the scenes—creating pipelines, platforms, and policies that empower the next generation of superstars to rise with clarity, confidence, and longevity.