Zlatan Says Influencer Culture Is Affecting Quality of Nigerian Music
Nigerian Afrobeats star Zlatan Ibile has raised concerns about the growing influence of social media culture on the Nigerian music industry, stating that it is beginning to affect the quality of music being produced.
The singer made this known during a recent appearance on Shopsydoo’s Afrobeats podcast, where he discussed how the entertainment space has evolved in recent years. According to Zlatan, the rise of influencers has significantly changed how music is created, promoted, and consumed.
He explained that in the past, professional musicians were the primary creators of music and the main figures in the entertainment industry. However, that structure has shifted, as social media influencers, skit makers, and content creators now share the spotlight.
Zlatan noted that platforms like TikTok have played a major role in this change, allowing non-musicians to release songs that quickly gain massive attention and go viral.
According to him, this trend has led to a situation where songs created by influencers often perform better than those released by trained artistes. He believes this shift is influencing the overall standard of music, as virality sometimes takes priority over quality.
The singer added that influencers now enjoy the same level of celebrity status that was once reserved mainly for musicians. This has blurred the line between professional music creation and content-driven entertainment.
Zlatan further explained that the ability of influencers to quickly attract attention to their songs is one of the key reasons the trend continues to grow. However, he warned that this could have long-term effects on the industry if quality is not maintained.
His comments align with earlier concerns raised by fellow Nigerian artist Kcee, who also spoke about the impact of influencer culture on music streams and chart performance. Kcee acknowledged that while social media brings visibility, it can also distort how success is measured in the industry.
The conversation has since sparked reactions among fans and industry watchers, with many agreeing that while influencer culture has opened doors for more people, it also presents challenges for maintaining musical standards.
As the Nigerian music industry continues to grow globally, discussions like this highlight the need to balance creativity, talent, and digital influence to ensure long-term success and quality output.
