Nigerian disc jockey Nonso Temisan Ajufo, widely known as DJ Big N, has expressed concern over the current global decline of Afrobeats.
In a recent interview with Echo Room, DJ Big N stated that the genre is experiencing its lowest point in the past twenty years. He attributed this decline to both artists and music industry executives.
According to him, efforts to make Afrobeats more appealing to international audiences have backfired, leading to a reduction in song quality and originality.
“Afrobeats is at its weakest in the last two decades. Musicians and music executives alike share responsibility. The quality of music has fallen, and that matters because the product you present must be top-notch,” he said.
He emphasized the importance of originality, noting that exporting music that loses its authentic sound will ultimately fail in global markets. “What you want to sell internationally must first remain true to its roots. You cannot market foreign genres as if they are your own; embracing authenticity is key,” DJ Big N added.
The DJ also criticized the rising fees of Nigerian artists, describing them as unsustainable and increasingly out of reach for local fans. He urged Afrobeats performers to reconsider their strategies to ensure the growth and longevity of the genre.