Nigerian rapper and singer Zlatan Ibile has voiced concerns over the growing influence of social media personalities on the country’s entertainment space.
He observed that music is no longer the exclusive domain of trained or professional musicians, as individuals with strong online presence, such as skit makers, pranksters, TikTok users, and other content creators, are now gaining recognition as artists.
Speaking on an episode of the Afrobeats podcast hosted by Shopsydoo, Zlatan highlighted how the definition of celebrity has shifted in recent times.
“It used to be that artists were the celebrities, but now TikTokers, influencers, and content creators are celebrities. That is why you can see an influencer or skit maker drop a song and it blows up,” Zlatan stated.
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The rapper added that this shift has had a noticeable impact on the overall quality of music being produced.
Echoing similar sentiments, Nigerian singer Kcee recently raised concerns about the trend, arguing that the rise of influencer culture is affecting the authenticity of music production, streaming patterns, and chart performance.
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The “Limpopo” crooner maintained that while the trend offers certain advantages, its negative effects appear to outweigh the benefits.
