Recently, social media has had a transformative effect on the music industry, as Nigerian music sensation Joeboy has shown. He has emphasized the importance social media plays in removing barriers and promoting more accessibility for both fans and musicians.
Joeboy emphasized in a 3FM interview the significant impact that social media sites like Instagram, Twitter, and TikTok have had on the transformation of the creation, distribution, and consumption of music.
He pointed out that social media has given artists the ability to communicate directly with their audience, getting beyond conventional gatekeepers and promoting an atmosphere that is more democratic for artistic expression.
“Social media has been a game-changer for me and many other artists. It has allowed us to reach a global audience without necessarily relying on mainstream media, record labels, or gatekeepers. Platforms like Instagram and TikTok have become essential tools for promoting our music and engaging with fans in real-time.”
“Now all of a sudden you can just get into the industry by just posting a cover or a song of yourself singing randomly on your bed and next thing is it is getting millions of views and everybody wants to work with you and connect with you,” he explained.
Social media’s rise has, in fact, democratized the music industry by allowing independent musicians to become more well-known and develop a devoted fan base without the support of large record labels. Artists such as Joeboy have been able to use social media as a potent marketing tool and establish a strong online presence by sharing music videos, behind-the-scenes photos, and personal updates with their fans.
Joeboy also brought attention to the platform’s shortcomings. He stressed that although social media gives people a forum for expressing themselves, it also makes it easier to create a “facade,
” where individuals can easily be misled.
“I can take a picture in front of a jet right now, I won’t say a word, and the next thing bloggers will say Joeboy has bought a jet, and people who do not know me privately will believe it, and if do not see anything they will take it as fact,” he said.
