Nigerian singer Kcee has sparked debate after declaring that influencer culture is doing more harm than good to the music industry.
Speaking on a recent episode of the Afrobeats Intelligence podcast with Joey Akan, the Limpopo hitmaker lamented that the rise of social media influencers has stripped music of its authenticity, with artificial hype now overshadowing genuine talent.
According to Kcee, the ease with which anyone can build an online audience has created a system where music streams, chart positions, and popularity can be manipulated, damaging the industry’s credibility.
“Everyone can build an audience now and that is negatively affecting the music industry,” he said.
While admitting that influencer culture has brought some visibility to artists, Kcee insisted that its harmful effects far outweigh the benefits.
His comments echo sentiments earlier expressed by rapper Erigga, who blamed the decline in music quality on the growing dominance of “tech gurus” and influencers in the entertainment scene.
Erigga argued that the industry began losing its creative standards when traditional A&R experts, known for discovering and nurturing real talent, were replaced by digital strategists focused mainly on numbers and online buzz.
The criticism from both artists highlights rising concerns that the obsession with viral trends and manufactured popularity may be sacrificing originality and quality in today’s music industry.
