Jaywon Talks Music Career and AI's Role in Creativity

Singer Oluwajuwonlo Iledare, known as Jaywon, speaks with TEMITOPE ADETUNJI about his music journey and other issues.

When you look at the music industry today, what excites you the most, and what worries you?

What excites me the most is how Nigerian music is now truly global. Our music is played on big stages around the world. It feels great to see the Grammys recognize afrobeats with its own category. Social media has changed everything. Before, artists relied heavily on radio and TV, but now talented people can promote themselves and reach audiences everywhere.

My biggest worry is the fast growth of artificial intelligence in music. AI is not bad; it is just a tool. We should use it to enhance our creative process, not to replace creativity. My worry is that if AI is not used properly, it could lessen the value of music since making music is becoming easier. The challenge is always to keep genuine talent, artistry, and originality alive.

Looking back, when did you realize music wasn’t just a passion but a career you wanted to pursue?

I still struggle with that because I see music as a passion first, not just a job. I do it because I love it, not just for the money.

Whether money is involved or not, my love for music and my creative process stay the same. Music is my way of life. Money has never been my focus; the music is what matters. That’s why I ensure my songs are uniquely crafted and can stand the test of time.

Can you tell us about your first big breakthrough in your career?

That would be when I performed at the Kennis Music Easter Fiesta, and the crowd went wild for me. Afterward, I saw Baba Keke (Kenny Ogungbe) backstage asking who just performed, and people kept telling him they didn’t know me.

He later spoke to me, took my number, and we met later, where he offered me a record deal. Back then, if Kennis Music signed you, you automatically became a star. That was a defining moment for me.

Which song or project marked the biggest turning point in your career?

There are many songs, but when we released the collaboration I wrote and created for Essence, everything changed. It was unique and unexpected from me as a new artist. When we released it and fans went crazy, I knew I was here to stay because I have more music like that in me.

What factors do you consider when choosing who to work with now?

Good music comes first. If the music is good, I will work with you.

People who know me understand that good music is my main focus before collaborating. Like I said, it isn't about money. That’s why I work with many up-and-coming artists. If the music is good, I’m ready to collaborate.

How do you handle moments of doubt, setbacks, or reinvention without losing your drive?

If you know my story, you’ll see that even getting this far is a miracle. So, why would I let things I can’t control stop me?

I just do my best, take my time creating quality music that only I can make, and leave the rest to God and nature.

Do you think the industry treats independent artists differently compared to those with major labels?

You can’t control how people treat you, but you can control who you are and the quality of your work.

Don’t dwell on the negatives. Stay aware but don’t let it affect your work ethic. Those challenges will always exist. Having a major backing doesn’t guarantee success.

I’ve been independent for over 10 years, and by God’s grace, I’m still doing great things. Keep going and don’t envy others. Your journey is unique.

Many fans compare artists from your era with today’s Afrobeats stars. Is that comparison fair?

It depends on how you look at it. Comparisons happen naturally, but the industry today is very different from when we started.

Our generation grew up without streaming platforms, TikTok, Instagram, or smartphones. We relied on physical sales, radio, TV, and word of mouth.

While comparisons can be flattering, we operate in different environments. Each generation has its challenges. Today’s artists deserve credit for taking advantage of the opportunities available, just as the older generation deserves respect for laying the groundwork under tougher conditions.

There’s been a lot of talk about royalties and pay for earlier Afrobeats artists. Did the industry treat you fairly in your early years?

I signed a contract with Kennis Music, and they did their part, even though they could have done better in some areas. We tried to find a balance.

What matters is that I know better now. I’m still here, which means I can fix what I didn’t know back then.

Yes, the industry wasn’t always fair, but part of that was due to our lack of knowledge. Ignorance is not an excuse. That’s why people need to ask questions and do their research before getting involved.

Social media has changed how artists remain relevant. Is talent still the key to success, or has visibility taken over?

Talent will always be the foundation. There may be shortcuts, but once you reach the top, if you can’t genuinely sing or perform, you will eventually be found out.

Use social media and AI to your advantage, but always keep improving your craft.

You’ve had some controversial moments, including a back-and-forth with Odumodublvck about your song ‘This Year.’ How did that make you feel?

I’m one of the few Nigerian artists with a song like that, and I’ve been around for almost two decades, so moments like that attract many opinions online.

I didn’t take it as disrespect. Sometimes it’s just banter, and that’s how the entertainment industry works.

As for Odumodublvck, I actually like him. He’s hardworking and adds to the industry. I respect his hustle and what he’s building. I wasn’t upset because it didn’t feel personal, and he wasn’t targeting just me. We are cool now. OD is my guy, and we talk.

‘This Year’ comes back every December. How does that make you feel?

It’s a blessing, and I’m grateful for the fans and colleagues who supported the song from the start.

Ice Prince was one of them. I also remember him introducing the song to Yvonne Nelson in Ghana back then.

When you create timeless music, it stays relevant longer than critics and haters. For that, I’m truly thankful.

You’ve often talked about respect in the industry. Have there been times when you felt overlooked?

Not overlooked, but I’ve felt disrespected by some artists who think their current success will last forever.

The truth is that what you enjoy today may not be there next year, so it’s better to work hard than to disrespect those who paved the way.

There are always people coming up behind you, ready to take your place, even if you’re signed to a major label like Roc Nation or Sony.

I don’t tolerate disrespect. I stay in my lane and show respect to those who respect me. If you choose otherwise, I’ll still be here.

There was a time you commented on a photo of Ayra Starr, which stirred backlash online. Looking back, do you think your comments were misunderstood?

Not really. It was just about the picture, and I have nothing more to add.

Another photo of you and Ayra Starr also sparked discussion after people compared it to a picture she took with Future. What was your reaction?

Those were promotional strategies. They can pay Twitter influencers to push those conversations. Let them continue.

I think they should focus more on making good music.

You’ve faced criticism for talking about insecurity. Has that changed how you express your opinions?

No. It’s our country, and nobody can stop us from speaking up. They can only try.

Are you working on new music, and what should fans expect?

I’m currently working with Fiokee, 3Brain, and Ugandan-American artist Jon Muq on a new record set to drop in July.

It’s a fresh sound that reflects my growth as an artist, and I can’t wait for fans to hear it.

When people remember your name years from now, what do you hope they will think of beyond your music?

I want to be remembered as someone who used his talent to inspire people, bring joy through music, and positively impact lives. Beyond the music and success, that’s the legacy I want to leave.