YCee Criticizes Social Media Influence, Says Viral Fame Is Changing Music Industry Standards

Nigerian rapper and singer YCee has shared his concerns about the growing influence of social media platforms on the music industry, arguing that viral success is changing how artists are discovered and promoted.

The “Jagaban” crooner, speaking during an interview with Naija FM Lagos, said platforms such as TikTok have created opportunities for many people to gain attention without passing through traditional industry channels.

However, YCee believes the trend has also affected the quality of talent entering the music space, as some artists now gain recognition based mainly on online trends rather than musical ability.

He explained that record label executives are increasingly focusing on viral moments instead of long-term talent development.

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

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

The rapper also linked the rise of social media fame to what he described as a decline in lyrical depth and substance in modern music.

Opinion: YCee’s comments highlight a major debate in today’s entertainment industry. Social media has created opportunities for undiscovered talents to break through, but it has also changed the way success is measured. The challenge for the industry is finding a balance between supporting viral creativity and rewarding artists who bring genuine skill, originality and lasting value.