Afrobeats singer, Temidayo Omoniyi Raphael, popularly known as Zlatan Ibile, has said the emergence of influencer culture is changing the Nigerian entertainment sector and affecting the calibre of music production.

Speaking on Shopsydoo’s Afrobeats podcast, the singer pointed out that professional musicians are no longer the only ones who can make music.

He clarified that songs that receive a lot of attention are now being released by skitmakers, pranksters, TikTok creators, and other social media influencers.

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Influencers and content producers now share celebrity status, which used to be controlled by musicians, he claims.

According to Zlatan, this change explains why songs published by influencers become viral, and the tendency has an impact on the quality of music as a whole.

“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,” Zlatan said.

Singer Kcee earlier expressed similar concerns, stating that the rise of social media influencers has affected the organic nature of music, streams, and charts.

Kcee said influencer culture has some benefits, but the disadvantages outweigh them.