Nigerian Afropop singer Joeboy has revealed that gaining recognition in the mainstream music industry has become significantly more challenging for emerging artistes compared to a few years ago. The singer expressed genuine concern about the difficulties faced by talented newcomers who are trying to build their careers in today’s highly competitive music environment. Rising Challenges for Emerging Artistes In a recent interview on the popular media platform Jay On-Air, Joeboy shared his perspective on the evolving nature of the music industry and the increased expectations placed on artists who want to achieve mainstream success. According to him, the journey into the mainstream spotlight now requires much more than musical talent. Artists must also cultivate strong online personalities and maintain an active presence on social media platforms. He explained that, unlike in the past, musicians today are expected to constantly engage audiences and remain visible across digital channels. This shift means artists must develop influencer-like traits to remain relevant and gain traction. Social Media Presence Now Plays a Major Role Joeboy noted that social media has dramatically reshaped how music gains popularity. Today, musicians must actively promote their songs online and consistently interact with fans across multiple platforms. He pointed out that many successful songs now gain attention through viral social media trends rather than traditional promotion methods alone. Because of this change, artists must now combine music talent with digital marketing skills, personal branding, and audience engagement strategies. The Industry Was Different a Few Years Ago Reflecting on earlier years in the Nigerian music industry, Joeboy explained that success used to depend largely on the quality of music, strong branding, and effective marketing. In those days, having a good song backed by the right promotional strategy significantly increased an artist’s chances of gaining recognition. However, the industry has evolved, and the pathway to success now involves more layers of visibility and personality-driven engagement. Joeboy’s Advice to Upcoming Musicians Despite the increased difficulty, Joeboy encouraged aspiring musicians to leverage social media opportunities to their advantage. He specifically advised upcoming artistes to take advantage of platforms such as TikTok to promote their songs and connect with wider audiences. Short-form video platforms have become powerful discovery tools for music, often helping unknown artists reach millions of listeners within a short period. For many upcoming musicians, strategic use of digital platforms may serve as the gateway to building a fanbase and eventually breaking into the mainstream music scene.
