Social media virality undermining real talents – Singer YCee laments

Nigerian rapper and singer YCee has claimed that the opportunity social media platforms like TikTok give to users to gain traction without interference from traditional music industry gatekeepers is affecting the talent level of the music industry. 

Speaking in a recent interview with Naija FM Lagos, the ‘Jagaban’ crooner lamented that the trend has now made many record label executives to chase over viral or trending artists rather than talents.

He said social media virality has also led to the influx of many half-baked musicians and “accident artists” into the music industry.

He blamed social media-fame for the sharp drop in lyrical substance in the music industry over the years.

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