'Real talent no longer matters, social media virality does'

Nigerian rapper and musician YCee has said that the potential provided by social media platforms such as TikTok for people to achieve traction without intervention from traditional music industry gatekeepers is harming the music industry’s skill level.

Speaking in a recent interview with Naija FM Lagos, the ‘Jagaban’ crooner bemoaned that the practice has led many record label executives to pursue viral or trending acts rather than capabilities.

He also said that social media virality has resulted in an infusion of many inexperienced musicians and “accidental artists” into the music industry.

He blamed social media-fame for the sharp drop in lyrical substance in the music industry over the years.

YCee said, “Platforms like TikTok have made it easier for a lot of people to do music to the extend that even someone who is not an artist would start posing as a artist once they do a sound and it goes viral.

“Sadly, music executives with power and funding no longer focus only on talent—they are now chasing virality.”