Joeboy music industry challenge grows as the singer says breaking into the mainstream now requires social media influence and branding

Popular Nigerian singer Joeboy has said that breaking into the mainstream music industry has become more difficult than it was a few years ago, citing challenges faced by emerging artists in the current digital era.

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Speaking in an interview with Jay On-Air, Joeboy expressed concern for talented newcomers who may struggle to gain recognition despite producing quality music.

The singer explained that unlike in the past, success today often requires artists to be highly active on social media and maintain a public persona beyond their music.

“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,” Joeboy said.

He added: “Back then, if you have great music, a great brand behind you and great marketing, the chances of you popping up were really higher. But now, it demands way more than that.”

Joeboy advised new artists to make full use of social media platforms such as TikTok to promote their work and build their fanbase, emphasising that visibility and digital engagement have become essential for mainstream success.

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The singer’s comments highlight the evolving dynamics of the Nigerian music industry, where talent alone is no longer always enough to secure a breakthrough.