How Influencer Culture Is Killing Music Promotion – Slimcase

Nigerian street singer and hypeman Oluwafemi Oladapo, popularly known as Slimcase, has pointed to the growing power of influencers as a major reason why breaking into the music industry has become harder than ever.

In a recent interview on Echo Room, he explained that the cost of pushing a song has risen so sharply that even a budget of $200,000 is no longer enough to make a record blow.

Slimcase traced the shift to the changing relationship between artistes and content creators. He recalled a time when dancers would send messages to artistes, pleading to be part of their videos, however the tables have turned, and creators now charge hefty sums before they agree to use a song in their content.

The street singer noted that the expensive cycle has kept the same crop of artistes at the top for over twenty years while new voices struggle to be heard.

He further urged industry players to make promotion more accessible and called on listeners to consciously support fresh talent instead of allowing influencers to control what dominates their playlists.

He said:
"Back then dancers were begging artistes. Now you have to pay them big money, even content creators. $200,000 is not enough to blow a song now."