Nigerian musician and entrepreneur Osagie Akwueze Ajibade, popularly known as Mr Eazi, has stated that musical talent is no longer the sole requirement for success in the modern entertainment industry. He noted that the current landscape is heavily dictated by algorithms and the specific way digital platforms influence consumer behaviour.
The musician observed that modern digital consumption focuses more on the utility of a song within user-generated content rather than the actual quality or depth of the music. He pointed out that many listeners now judge a track based on its suitability for TikTok dance challenges or lifestyle vlogs, rather than through deep sonic appreciation.
This shift towards algorithm-driven entertainment suggests that traditional metrics of musical greatness are being replaced by engagement statistics and social media virality.
The role of short-form video in music consumption
The rise of platforms such as TikTok and Instagram Reels has fundamentally altered the music value chain. In previous eras, artists focused heavily on album structures and long-form listening experiences. However, the current digital model rewards songs that contain catchy snippets or specific rhythmic patterns that can be easily repurposed for 15-to-60-second video clips.
For many creators, this means the creative process must now account for “viral potential.” A song that is musically complex but lacks a distinct, repeatable rhythm for a dance challenge may struggle to gain traction in a saturated digital market. This creates a tension between pure artistry and the technical requirements of social media algorithms.
This trend has direct implications for the business of music in Africa and globally. As streaming numbers and social media trends dictate royalty payments and concert bookings, the pressure on creators to produce algorithm-friendly content increases. The distinction between a recording artist and a social media content creator is becoming increasingly blurred.
While this evolution provides new avenues for rapid discovery, it also presents challenges for musicians who prioritise traditional composition. The emphasis on short-form utility can lead to a trend of disposable music designed for immediate impact rather than long-term longevity. As digital platforms continue to refine their recommendation engines, the pressure on artists to adapt their creative output to suit algorithmic preferences will likely intensify.
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