In a recent interview shared by The Nation, Afrobeats star Joeboy expressed deep concern over the shifting requirements for success in the music industry. He argued that talent and quality marketing are no longer sufficient to break into the mainstream, as the current landscape demands that artists become full-time social media influencers. Joeboy noted that the “personality-driven” nature of platforms like TikTok has created a higher barrier to entry for introverted or purely musically-focused creators.
The singer’s comments quickly went viral, triggering a wider conversation about the “TikTok-ification” of Afrobeats. Daily Post Nigeria covered the interview, quoting Joeboy as saying, “I genuinely feel for artists that are trying to go mainstream right now because it now depends on your personality… you have to be on everybody’s faces.” This shift has led many to question if the industry is prioritizing viral gimmicks over sonic longevity.
Adding to the discourse, Pulse Nigeria reported on the reactions from talent managers who agree with Joeboy’s assessment. One prominent A&R executive stated to Pulse, “The cost of breaking a new artist has tripled because you’re now paying for music production and massive influencer campaigns simultaneously.” Joeboy advised upcoming acts to embrace the digital grind despite the difficulty, noting that “visibility is the new currency.”
Echotitbits take: Joeboy is touching on a painful truth: the “Discovery” phase of a music career has moved from the radio and clubs to the 15-second scroll. While this democratizes fame to some extent, it risks burning out artists who aren’t naturally inclined to content creation. Expect to see more labels investing in “content houses” for their signees to ensure they remain “on everybody’s faces” as Joeboy described.
Source: The Nation Online — https://thenationonlineng.net/joeboy-laments-rising-hurdles-for-emerging-artists-in-music-industry/ March 7, 2026
Photo Credit: The Nation Online
