Is Social Media Ruining Musical Creativity?

Iyke Bede

Social media is influencing our actions in ways we could never have imagined. It has evolved beyond its basic function of connecting with friends and making new virtual acquaintances, now playing a crucial role in the creative industry. For today’s musicians, having a substantial social media following has become a critical factor for record labels.

In emerging markets like Nigeria, this trend is gaining traction. Many of the country’s recent music stars, including Rema, Tems, Ayra Starr, and Fireboy DML, were discovered via social media. Music executives are now in a race to scout talent online, which, while convenient, has unique setbacks.

The reliance on social media by A&R departments is problematic. Talented artists with low social media presence often miss out on deals, while less talented individuals with large followings, sometimes inflated by bots, are prioritised. This shift leads to several issues, including artists signing deals without a clear understanding of the creative demands, resulting in conflicts and frustrations.

In an interview with a renowned news outlet, entertainment lawyer Stephen Ezihe highlights that many artists rush into deals out of fear of missing out on opportunities, often accepting unfavourable terms.

“The number one mistake they make is taking whatever their record label gives them first because they believe this is their only chance,” he noted. “They believe this is their only opportunity; ‘let me not try to claim my right, benefit, or royalties so the person bringing the deal wouldn’t walk away.’ So they try to play safe.”

Social media has turned success into a popularity contest, where trends often overshadow true musical quality. Music executive Obi Asika recalled a time when talent was the sole criterion for signing artists, a stark contrast to today’s focus on viral content. He noted that the late ‘90s to early 2000s at Storm Record emphasised the ability to rap, producing acts like Naeto C, Sasha P, and Ikechukwu, whose discographies are hailed as classics. This culture of valuing talent is fast eroding in favour of quick-burn viral sounds.

Artists now face pressure to maintain their social media presence, leading to a loss of the mystery that once surrounded superstars. They are compelled to constantly produce new material to stay relevant, often at the expense of their creative integrity. This contrasts sharply with the well-thought-out planning and deliberate public absence that characterized artists’ careers in the past. Album and single rollouts were strategically planned, too, allowing artists time to recharge and evaluate their artistry, resulting in higher-quality albums (LPs) rather than just catchy singles.

The financial expectations between artists and labels add another layer of pressure. When artists fail to meet these expectations, labels may limit their access to monetisation channels. This was the case with Cynthia Morgan and Jude Okoye’s Northside Entertainment, where she was restricted from accessing her VEVO account to enable the label to recoup a quoted N40 million invested in her career. Conversely, successful artists often seek independence and go on to form their own record labels after their breakout, a trend that has become more pronounced in the social media era.

While social media has undeniably promoted Nigerian music globally, it also risks diluting the cultural richness of the music. Older generation artists like King Sunny Ade and K1 D Ultimate maintained originality and cultural integrity, unlike many contemporary artists who conform to global trends. These pioneers remained true to their roots, showcasing their work to the outside world while preserving their cultural essence. In contrast, modern artists often face pressure to internationalise, risking the loss of their unique Nigerian sound and sparking debates like “What is even the Afrobeats sound?”

By and large, the prioritisation of social media presence over true creativity poses a significant threat to the music industry’s artistic quality. As long as this trend continues, the market may suffer despite rising streaming numbers.