‘Tiktokers, influencers, everybody now a celebrity’ – Zlatan Ibile laments
Zlatan Ibile Raises Concerns Over Influencer Culture in Nigerian Music Industry
NIGERIA — Rapper and singer Zlatan Ibile has voiced significant concerns regarding the rise of influencer culture and its repercussions within the Nigerian entertainment industry.
In a recent episode of the Afrobeats podcast hosted by Shopsydoo, Zlatan articulated his worries that the music industry is increasingly accessible to individuals who may lack traditional musical training but possess substantial social media followings. He pointed out that today, stars are often not just musicians but also skit makers, pranksters, TikTokers, and various content creators.
“It used to be that artists were the celebrities, but now TikTokers, influencers, and content creators are celebrities,” he said. “That is why you can see an influencer or skit maker drop a song and it blows up.”
Zlatan noted that this shift has impacted the overall quality of music produced in the current landscape. His concerns echo those of fellow artist Kcee, who has also highlighted that the increasing prevalence of social media influencers has altered the organic nature of music streaming and chart performance.
While acknowledging some potential benefits of influencer culture, Kcee emphasized that the drawbacks may surpass any advantages.
