Zlatan Bemoans Effect Of Influencer Culture On Music Industry 

Nigerian rapper Raphael Omoniyi Temidayo, popularly known as Zlatan, has expressed his displeasure with the rise of influencer culture, lamenting its adverse effect on the music industry.

Speaking during a recent episode of the Afrobeats podcast hosted by Shopsydoo. Zlatan recounted how musicians were exclusively renowned as celebrities, however, there has been a glaring change.

He pointed out how anyone with social media following can easily claim celebrity status, with most of such individuals now creating music without proper knowledge of the industry.

Zlatan maintained that this trend has largely changed the trajectory of the Nigerian music scene.

"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."

Recall that The Nigerian Voice previously reported that singer Kcee also made the same complaint, sharing his view on a recent episode of the Afrobeats Intelligence podcast with Joey Akan, stating that the music industry is now majorly dominated by social media influencers, who are not specialized in music, but rather rely on virality to boost music, streams and charts.

According to him, building an audience is now easy, however, the adverse effect is taking a strong toll on the music industry.