Nigerian singer Simisola Kosoko, better known as Simi, has opened up about the growing trend of well-known artists launching record labels to sign up-and-coming talents. In a chat with VJ Adams, Simi said she’s open to mentoring younger musicians, but she doesn’t fully support the idea of artists signing others just to tick a box or boost their own image.

For her, being signed is more than just business—it’s a personal dream that deserves full commitment. She pointed out that running a label shouldn’t be treated like a side project. “Some artists just sign others for the sake of it, not necessarily because they’re ready to put in the work. That’s someone’s whole life and dream you’re dealing with,” she said.

According to Simi, the job of signing and grooming talent should be left to people who are deeply passionate about the music business and ready to stay the course—whether or not the artist becomes a star right away. “If the first hit doesn’t happen, will you still push them? That’s the real test,” she added.

While she admits she could sign someone in the future, she’s also honest about the energy and commitment it requires. “You have to be willing to walk that journey with them—and I’m not sure I have that fire in me right now,” she shared.