Kcee Criticises Influencer Culture, Says It’s Hurting Music Quality and Charts
Kcee has raised concerns over the growing influence of social media personalities in the music industry, arguing that the trend is negatively affecting the authenticity of music and chart performance.
Speaking on the Afrobeats Intelligence podcast with Joey Akan, the “Limpopo” crooner said the ease with which individuals can now build audiences online has disrupted the traditional system of talent discovery and development.
“Everyone can build an audience now and that is negatively affecting the music industry,” Kcee stated, adding that while influencer culture has its advantages, the downsides are becoming more noticeable.
His comments echo earlier sentiments from Erigga, who previously argued that the rise of influencers and tech-driven decision-making has weakened the role of traditional A&R systems, leading to a decline in music quality.
Opinion: Access vs. Authenticity in the Digital Era
Kcee’s argument taps into a growing debate within the music industry: has accessibility come at the cost of quality?
There’s no doubt that social media has democratized music. Artists no longer need major labels to be heard, and that has opened doors for many talented individuals who might otherwise have been overlooked. But with that openness comes saturation—more music, more voices, and not always more quality.
The concern about influencers shaping charts and streams is also valid. When popularity is driven by trends, virality, and algorithms, it can sometimes overshadow artistry, making it harder for genuinely skilled musicians to stand out.
However, it’s not entirely negative. Influencer culture has also helped push African music to global audiences faster than ever before. The real challenge now is balance—how to maintain creativity and quality while embracing the opportunities that digital platforms provide.
In the end, the industry isn’t necessarily declining—it’s evolving. The question is whether artists and stakeholders can adapt without losing the essence of what makes music meaningful.
