Social media is killing real talent, says Nigerian artist YCee

Nigerian rapper and singer YCee has sounded the alarm about how social media platforms like TikTok are diluting the quality of the music industry across West Africa and beyond. Speaking recently on Naija FM Lagos, the artist argued that easy access to viral fame is bypassing traditional gatekeepers and fundamentally changing how the industry discovers and promotes talent.

YCee, known for his hit 'Jagaban', explained that record labels and music executives are now prioritising viral trends over genuine artistic ability. "Platforms like TikTok have made it so easy for anyone to make music that even non-artists can pose as musicians once a sound goes viral," he said. This shift, he argues, has led to an influx of what he calls "half-baked" and "accident artists" into the industry.

The musician blamed this trend for a noticeable decline in lyrical quality and musical substance in recent years. Rather than investing in developing skilled artists, executives with funding and influence are chasing whatever is trending online at any given moment. YCee's concerns reflect a broader tension in the music industry between democratised access and professional standards.

The debate highlights a key challenge facing West African music: how to balance the opportunity social media gives emerging artists with the need to maintain artistic integrity and craft in an increasingly crowded marketplace.