Joeboy Says Breaking Into Nigeria’s Music Industry Is Now Harder for New Artists

Nigerian Afropop star Joeboy has shared his concerns about the growing difficulty for emerging artists trying to break into the mainstream music scene.

Speaking in a recent interview with Jay On-Air, the singer said the path to success in today’s music industry has become far more demanding than it was a few years ago.

According to Joeboy, talent alone is no longer enough for artists hoping to gain visibility. Instead, musicians now need strong social media presence and influencer-like personalities to capture public attention.

“I genuinely feel for artists that are trying to go mainstream right now because unlike before, it takes a lot more and it now depends on your personality and all of that. Because right now you have to be on everybody’s faces and all of that,” he said.

The “Baby” hitmaker explained that in the past, having good music, a strong brand, and effective marketing could significantly increase an artist’s chances of success.

However, the current music landscape, driven largely by online engagement and viral trends, requires artists to constantly stay visible and actively interact with fans across multiple platforms.

Joeboy also encouraged up-and-coming musicians to make strategic use of social media platforms like TikTok to promote their songs and connect with wider audiences.

Opinion: Talent Still Matters—But Visibility Now Drives the Industry

Joeboy’s observation reflects a broader shift happening across the global music industry. The rise of social media has dramatically changed how music is discovered, marketed, and consumed.

In the past, radio airplay, record labels, and music videos were the primary pathways to fame. Today, viral challenges, short-form videos, and personality-driven content often determine whether a song becomes a hit.

While this digital transformation has created opportunities for independent artists to reach global audiences without major label backing, it has also introduced new pressures. Many musicians now feel compelled to become content creators and influencers alongside being artists.

For new talents, the challenge is finding the right balance: building an online presence without letting the demands of social media overshadow the quality of the music itself. After all, trends may spark attention—but lasting success still depends on great songs. 🎵