Zlatan raises concern over influencer culture’s impact on Nigerian music
Rapper and singer Zlatan Ibile has expressed concern over the growing influence of social media personalities on Nigeria’s music industry, warning that it is affecting the quality and structure of music production.
Zlatan made the remarks during an episode of the Afrobeats podcast hosted by Shopsydoo, where he noted that music-making is no longer limited to professional artists but has expanded to include influencers, skit makers and content creators.
“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,” he said.
According to him, the trend has altered the dynamics of the industry and contributed to a decline in music quality, as popularity is increasingly driven by social media reach rather than artistry.
Zlatan’s comments echo similar concerns recently raised by singer Kcee, who said the rise of influencer culture has disrupted the organic growth of music, including streaming patterns and chart performance.
Kcee, known for his hit song “Limpopo,” acknowledged that while influencer culture offers some advantages, its negative effects on the industry outweigh the benefits.
