The Nigerian music industry is currently embroiled in a heated debate following a candid sit-down between Zlatan Ibile and media personality Shopsydoo, where the “Zanku” pioneer voiced deep concerns over the changing definition of stardom.
The “Hijacked” Status
Zlatan echoed recent frustrations shared by veteran highlife singer Kcee and rapper Erigga, arguing that the traditional prestige of being a “celebrity” has been significantly diluted.
- The TikTok Shift: Zlatan lamented that “celebrity status” has been hijacked by TikTokers and social media influencers who command massive audiences without undergoing the traditional “grind.”
- Chart-Topping Skit-Makers: A major point of contention was the ease with which skit-makers and content creators now dominate music charts. Zlatan pointed out that these creators can bypass the need for a record label, radio pluggers, or years of underground hustle, often using viral sounds to leapfrog professional musicians.
- Quality vs. Virality: He argued that this shift is “diluting the quality” of the industry, as the focus has moved from artistry and longevity to 15-second viral moments.
Echoes from the Industry
This sentiment aligns with Kcee’s recent comments regarding the “oversaturation” of the entertainment space, where he noted that the distinction between a trained artist and a social media personality is becoming dangerously blurred. Similarly, Erigga has been vocal about how “packaging” on digital platforms now often outweighs actual talent, leading to a “fast-food” consumption of music that lacks depth.
While some fans agree that the “barrier to entry” has become too low, others argue that TikTok has democratized the industry, allowing independent creators to succeed without the often-predatory structures of major labels.
