Joeboy says new artists need TikTok fame to break through

The mainstream breakthrough formula completely shifted under new artists' feet, according to one Afrobeats star who lived through the transition.

Joeboy on the industry's changing rules

• Joeboy flagged growing barriers for emerging mainstream artists.
• Social media drastically reshaped how recognition works.
• TikTok presence became practically mandatory for visibility.
• Talent and branding alone no longer cut it anymore.

Old formula versus the new reality

• Strong music and marketing used to guarantee a shot.
• Artists must juggle creation with constant digital self-promotion.
• Personality and online ubiquity drive success these days.
• Competitive pressure has multiplied compared to previous years.