Music Business

When Will DJ Cuppy Stop the Constant Chatter About her Father’s Wealth and Just Build a Music Brand?


A few weeks after yet another discussion by DJ Cuppy about her father’s wealth went semi-viral, we are back to this subject, again.

Cuppy was recently on Linda Ikeji TV. Prior to her appearance on camera, she had a brief conversation with the host and when he asked about her well-being, she mentioned she was “hustling.” The host in response challenged her saying she does not know what it means to “hustle.”  What followed was Cuppy on camera defending herself, and later an Instagram post, where of course, the discussion was centered on her father’s wealth, again.

  • cuppymusicApparently, I Don’t Know What Hustling Is 😂 … I Work SO Hard, But This Seems To Be The General Perception… What Do You Guys Think?! 🤷🏽‍♀️ Cc: @LindaIkejiTV

Cuppy Brand Introduction

When Cuppy first introduced herself, officially, to the public and fans, she completely controlled the narrative. I still remember the very ostentatious videos I received flaunting her father’s wealth. I also recall my irritation and expressed my sentiments in my article in 2014: Who is CUPPY? Is She a Real DJ or a Socialite Wanna Be DJ Who Hangs with the ‘Cool’ Entertainment Celebs?

Watch her first official narrative she put out as a new entrant into the marketplace. No fellow DJs, no average Nigerian/African music fans. Just a grand display of opulence, and hanging with the rich and famous on her father’s dime.

Three years later, we are still on this topic. Why? I believe it is because DJ Cuppy, again, consistently chooses to focus on her father’s wealth in the majority of her discussions. Worse, she can’t make up her mind if she wants to associate or disassociate from her father’s wealth.

Being the daughter of a billionaire should not be a point of discussion three years later when you say your focus is to brand yourself as a DJ. If it is, then you either don’t understand your brand identity and message, or you are not effectively communicating it to the public or both.

Cuppy has many friends in the industry whose parents are filthy rich but the focus is on their work, not their parents’. In addition, she has her sisters as examples. I follow her younger sister Temi’s work in the fashion space. I have never read or heard her sister mention her father’s wealth. Temi is talented, has a great fashion sense, and just has fun without having to constantly explain or defend her father’s wealth. Cuppy’s oldest sister also just ventured into the music space and is talented. Again, she did so without the noise and fanfare.

Cuppy, on the other hand, talks non-stop about her father’s wealth in almost every article, video and radio interview et al. that I have ever seen and read. She does so and then says, “oh, don’t talk about my father’s wealth. I got here on my own merits.” Make up your mind Cuppy. You now have a graduate degree. You studied music business. You DJ at some of the biggest venues worldwide, yes because your father’s name got you through the door. Own it.  But be confident in the fact that your talent has helped you remain in the room. Find and become more confident with your voice and hire the right people to help refine your message, so you can focus on the business of music.

If you are confused on where to start, look to Davido as an exhibit of a fellow billionaire’s child, who is extremely successful in the global music industry, and doesn’t go around apologizing or defending himself about his father’s wealth. In fact, he made a hit song about being the son of a billionaire titled ‘Dami Duro’ and that song was critical in placing him on the continent’s music map.

Step back and reassess why you are so caught up in your father’s wealth narrative when your siblings who are fellow creatives are not.

-Ms. Uduak

Business of Music North Africa Roundtable

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Africa Music Law™

AFRICA MUSIC LAW™ (AML) is a pioneering music business and entertainment law blog and podcast show by Fashion and Entertainment Lawyer Ms. Uduak Oduok empowering the African artist and Africa's rapidly evolving entertainment industry through brilliant music business and entertainment law commentary and analysis, industry news, and exclusive interviews.

Credited for several firsts in the fashion and entertainment industry, Ms. Uduak is also a Partner and Co-Founder of Ebitu Law Group, P.C. where she handles her law firm’s intellectual property law, media, business, fashion, and entertainment law practice areas. She has litigated a wide variety of cases in California courts and handled a variety of entertainment deals for clients in the USA, Africa, and Asia.

Her work and contributions to the creative industry have been recognized by numerous organizations including the National Bar Association, The American University School of Law and featured in prestigious legal publications in the USA including ABA Journal and The California Lawyer Magazine. She is also an Adjunct Professor at the prestigious Academy of Arts University in San Francisco.
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