Afrobeats singer Joeboy has expressed concern over the increasing difficulties faced by upcoming musicians trying to break into the mainstream music industry.
Speaking during an interview on Jay On Air, the singer said the pathway to recognition has become far more demanding in recent years, largely due to the growing influence of social media platforms.
According to the artist, while talent, strong branding and good marketing once played the biggest role in pushing artists into the spotlight, the modern music landscape now requires performers to maintain a strong and active online presence.
Joeboy explained that platforms like TikTok have significantly reshaped how artists promote their music and connect with audiences.
He noted that emerging musicians must now combine creativity with constant digital engagement, often needing to stay visible online and showcase their personalities to attract attention.
“I genuinely feel for artists trying to go mainstream right now because, unlike before, it takes a lot more. It now depends on your personality and everything around you,” he said.
The singer added that in the past, artists with good songs, a strong brand and proper marketing support stood a higher chance of achieving success.
However, he stressed that today’s industry requires much more, as artists must continuously promote themselves and remain visible across digital platforms to remain competitive.
Joeboy’s remarks highlight the evolving nature of the music industry, where talent alone may no longer guarantee success without strong online engagement and strategic digital promotion.