Nigerian singer Kingsley Okonkwo, better known by his stage name Kcee, has expressed concern over the influence of social media personalities on the music industry. In a recent appearance on the Afrobeats Intelligence podcast with Joey Akan, the Limpopo hitmaker argued that the rise of influencer culture has disrupted the organic growth of music, affecting streams and chart performance.
“Everyone can build an audience now, and that is negatively affecting the music industry,” Kcee stated, acknowledging that while influencer culture offers some advantages, its drawbacks outweigh the benefits.
His remarks echo those of rapper Erigga, who last year voiced similar concerns during an interview. Erigga claimed that the influx of tech gurus and influencers into the Nigerian entertainment space has had a detrimental effect on the quality of music. He argued that the decline in musical standards began when tech professionals replaced traditional A&R (Artists and Repertoire) experts, who historically played a crucial role in discovering and developing talent.
Both artists highlight a growing debate within the Nigerian music industry about the changing dynamics of talent discovery, promotion, and success in the digital age. As social media continues to reshape how music is consumed and marketed, the long-term implications for artistic integrity and industry standards remain a point of contention among stakeholders.
