Influencer culture affecting music industry negatively – Kcee

Kcee Critiques Influencer Culture’s Impact on Music Industry

Nigerian singer Kingsley Okonkwo, widely known as Kcee, has expressed concerns regarding the influence of social media on the music industry. In a recent episode of the “Afrobeats Intelligence” podcast, hosted by Joey Akan, Kcee discussed how the rise of influencers has altered the organic nature of music consumption, including streaming patterns and chart rankings.

“Everyone can build an audience now, and that is negatively affecting the music industry,” Kcee said during the conversation.

While he acknowledged that influencer culture can offer certain advantages, he emphasized that the drawbacks are more significant. This perspective aligns with the views previously shared by rapper Erigga, who last year highlighted similar issues regarding the role of technology and influencers in the Nigerian entertainment sector. Erigga pointed out that the quality of music has suffered since tech experts began to replace traditional A&R professionals responsible for identifying and nurturing talent.

Both artists are calling for a reevaluation of the dynamics within the industry as it adapts to the digital age.

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