Nigerian rapper and singer Zlatan Ibile has sparked debate after criticizing the growing influence of social media personalities in the Nigerian entertainment scene, claiming that the rise of TikTokers and influencers is hurting the quality of music.
Speaking on an episode of the Afrobeats Podcast hosted by Shopsydoo, Zlatan lamented that celebrity status is no longer reserved for musicians, as TikTokers, skit makers, pranksters, and influencers now command the same spotlight and can even release songs that instantly become hits.
According to him, “Artists used to be the celebrities, but now TikTokers, influencers, and content creators are celebrities. That’s why an influencer or skit maker can drop a song and it blows up.”
Zlatan argued that this new reality is negatively affecting music standards, suggesting that popularity now matters more than talent.
His comments echo concerns recently raised by Kcee, who also warned that influencer culture is distorting the music industry by manipulating streams, charts, and reducing the authenticity of music success.
Kcee, famous for Limpopo, admitted that while social media promotion has advantages, its harmful effects on the industry may be greater than its benefits.
