YCee: TikTok Virality Is Lowering Music Industry Standards
Nigerian rapper and singer YCee said the ease with which social media platforms like TikTok allow users to gain traction without input from traditional industry gatekeepers is impacting the quality of talent in the music industry.
During a recent interview with Naija FM Lagos, the Jagaban hitmaker argued that the trend has shifted the focus of many record label executives from raw talent to viral or trending acts.
He noted that the drive for social media virality has led to an influx of underdeveloped musicians and what he described as “accidental artists” entering the industry.
YCee also linked the rise of social media fame to what he sees as a steep decline in lyrical depth in music over the years.
“Platforms like TikTok have made it easier for a lot of people to do music to the extent that even someone who is not an artist would start posing as an artist once they do a sound and it goes viral,” he said.
“Sadly, music executives with power and funding no longer focus only on talent — they are now chasing virality,” he added.
By ABDULBAQI JIBREEL AJAO
