**Breaking into the Music Industry in Nigeria: The Challenges Faced by New Artistes** Popular Nigerian singer, Joeboy, has expressed concerns about the difficulties new artistes face in breaking into the mainstream music industry. In a recent interview, he shared his thoughts on how the industry has changed over the years, making it harder for talented young musicians to get noticed. Joeboy believes that the current music industry is more challenging than it was a few years ago, not just because of the stiff competition, but also because it requires a lot more than just great music and branding. Today, an artiste needs to have a strong online presence and be a sort of influencer to gain mainstream recognition. He pointed out that social media platforms, such as TikTok, have become essential tools for artistes to promote their music and get noticed by a wider audience. According to Joeboy, even if you have great music, a solid brand, and effective marketing, it's no longer enough to guarantee success. You need to have a personality that resonates with people and be able to connect with them on social media. This shift in the music industry is not unique to Nigeria, but it has had a significant impact on the country's music scene. With the rise of social media, it's now easier for artistes to reach a global audience, but it's also more crowded and competitive. Joeboy's advice to upcoming artistes is to take advantage of social media platforms to promote their music and build their brand. This involves creating engaging content, interacting with fans, and using hashtags to increase their visibility. The singer's comments highlight the changing landscape of the music industry in Nigeria, where artistes need to be more than just talented musicians to succeed. They need to be entrepreneurs, marketers, and social media influencers, all rolled into one.