Nigerian singer Joeboy has expressed concern about how difficult it has become for new artists to break into the mainstream music industry.
The Baby crooner shared his thoughts during a recent interview with media personality Jay On-Air, where he spoke about the changing dynamics of the music business and the new challenges faced by emerging talents.
According to Joeboy, the process of becoming a successful artist today requires much more than simply making good music.
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He explained that in the past, artists could rely largely on strong songs, good branding, and effective marketing to gain recognition.
However, the current music landscape has evolved significantly, making it harder for new talents to stand out.
The singer said he genuinely feels for young artists trying to break into the industry because the expectations have increased dramatically compared to a few years ago.
“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,” Joeboy said.
He explained that modern artists are now expected to maintain a constant presence online and actively engage with fans across multiple platforms. According to him, being social media-savvy and building a strong public personality have become essential parts of achieving success.
“Right now you have to be on everybody’s faces and all of that,” he added, noting that visibility plays a huge role in determining whether an artist gains mainstream attention.
Joeboy further explained that in earlier years, the formula for success was relatively straightforward. If an artist had a great song, a supportive brand or record label, and a solid marketing strategy, the chances of achieving widespread recognition were much higher.
“Back then, if you have great music, a great brand behind you and great marketing, the chances of you popping up was really higher,” he said. “But now, it demands way more than that.”
The singer noted that social media influence now plays a key role in determining an artist’s reach and popularity. Music promotion today often depends heavily on digital engagement, viral trends, and the ability to capture audiences online.
As a result, Joeboy advised aspiring musicians to take advantage of modern digital tools and platforms to promote their work. In particular, he encouraged upcoming artists to utilise TikTok, which has become one of the most powerful platforms for discovering and promoting music globally.
Over the past few years, TikTok has helped several songs gain viral popularity, launching the careers of many emerging artists and boosting the visibility of established musicians.
Joeboy’s comments reflect a broader shift within the global music industry, where success increasingly depends on an artist’s ability to combine talent with online presence, personal branding, and constant engagement with audiences.
Despite the challenges, he encouraged upcoming artists to remain consistent, adapt to the evolving industry, and use every available platform to showcase their creativity.
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