Nigerian rapper and singer Ycee has claimed that the unchecked opportunity social media platforms like TikTok give to users to gain traction without interference from traditional gatekeepers is negatively affecting the overall talent level within the music industry. Speaking in a recent interview with Naija FM Lagos, the “Jagaban” crooner lamented that the modern landscape has shifted the priorities of talent scouts and industry backing.
According to the veteran artist, the obsession with algorithmic success has fundamentally altered how music is financed and produced, shifting focus away from artistic 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. Sadly, music executives with power and funding no longer focus only on talent—they are now chasing virality.” Ycee said.
Label executives prioritize viral metrics over genuine musical talent
Ycee explained that the democratic nature of social media platforms has created an unintended side effect where record label executives with substantial power and funding are no longer looking for raw, sustainable talent. Instead, these decision-makers are actively chasing viral loops and trending online moments.
Because an algorithm can bypass traditional industry vetting, executives are increasingly investing resources into individuals who happen to possess a trending audio clip, rather than grooming dedicated artists who understand the craft. This shift in investment strategies has forced the industry to value short-term engagement over long-term musical viability.
The rise of “accident artists” and the decline of lyrical substance
The rapper further warned that this reliance on social media fame has paved the way for an influx of half-baked musicians and what he describes as “accident artists” entering the creative space. When anyone can pose as a professional musician simply off the back of a singular viral sound, the baseline for entry drops significantly.
Consequently, Ycee blamed this social media-driven ecosystem for a sharp and noticeable drop in lyrical substance across the music industry over the last few years. By catering strictly to quick hooks designed for brief videos, the depth and storytelling traditionally found in Nigerian music are being sidelined in favor of instant, fleeting internet fame.
