Nigerian rapper and singer Zlatan Ibile has raised concerns about the growing influence of social media personalities on the country’s music industry.
Speaking on the Afrobeats podcast hosted by Shopsydoo, the artist said the rise of influencer culture is redefining how music is created, promoted, and consumed.
According to Zlatan, the industry has evolved beyond traditional musicians, with skit makers, prank creators, and TikTok influencers now releasing songs that often gain massive attention online.
He noted that celebrity status is no longer exclusive to music artists, as content creators now occupy similar levels of visibility and influence.
Zlatan explained that this shift helps explain why songs released by influencers frequently go viral, even when they are not primarily known for music.
While acknowledging the changing landscape, he suggested that the trend has implications for the overall quality of music being produced.
The conversation reflects broader debates within the industry about the impact of digital culture on artistry and standards.
Fellow artist Kcee has previously expressed similar concerns, noting that while influencer-driven promotion offers advantages, it may also affect the authenticity of music, streaming patterns, and chart performance.
As social media continues to shape entertainment trends, industry stakeholders are increasingly weighing its benefits against potential long-term effects on creativity and quality.
