Popular Nigerian singer Joeboy has said that breaking into the mainstream music industry is now more difficult than it was a few years ago.
He expressed concern about the challenges talented emerging artists now face as a result of the development.
Speaking in a recent interview with Jay On-Air, Joeboy explained that breaking into the mainstream music industry today requires artists to be social media–savvy and act as influencers, unlike in the past when good music and strong branding were enough.
“I genuinely feel for artists that are trying to go mainstream right now because unlike before, it takes a lot more and it now depends on your personality and all of that. Because right now you have to be on everybody’s faces and all of that.
“Back then, if you have a great music, a great brand behind you and great marketing, the chances of you popping up was really higher. But now, it demands way more than that,” he said.
The singer advised up-and-coming artists to make use of social media platforms such as TikTok to promote their music.