Zlatan Ibile has raised concerns about the growing influence of social media personalities on Nigeria’s music scene, warning that the shift is changing how success is defined in the industry.
Speaking on the Afrobeats podcast hosted by Shopsydoo, the artist noted that fame is no longer limited to musicians, as influencers and content creators now command similar visibility and reach.
“It used to be that artists were the celebrities, but now TikTokers, influencers, and content creators are celebrities. That is why you can see an influencer or skit maker drop a song and it blows up,” Zlatan stated.
He suggested that this shift is beginning to affect the quality of music being produced, as popularity increasingly outweighs artistry.
Zlatan’s comments echo recent remarks by Kcee, who also questioned the impact of influencer-driven promotion on music authenticity and chart performance.
