Kevin Eze, a respected figure in the Afrobeats industry and founder of SounDisruptr, is calling for a change in how the industry nurtures new talents in Nigeria. With Afrobeats now celebrated worldwide, Kevin warns that a critical issue must be addressed to ensure the genre’s continued growth and cultural preservation.

“Afrobeats is global now! There’s a lot of money in the industry, but if we’re not careful, our culture could suffer,” Kevin says. “We’re producing too much music and not enough stars. Our global icons like Wizkid, Davido, and Burna Boy have paved the way, but the focus has shifted toward churning out music without developing new local stars.”

Kevin points out that while big labels are signing young talents, they often do so with an eye on international success. “In 2023 alone, we’ve seen promising new talents get picked up by major labels, but this rush for global domination leaves little room for nurturing stars from Nigeria’s diverse regions. Lagos still holds most of the decision-making power in Afrobeats, but we need to extend our reach to other cities, like Enugu, Port Harcourt, and Kano, where fresh talents are waiting to be discovered,” he explains.

This change, Kevin suggests, requires more localized platforms and initiatives that can scout and develop talents in their regions. Companies such as United Masters with Sarz and Empire with the Pepsi Music Academy have taken steps in this direction, setting up programs that provide young artists opportunities close to home. “We need more initiatives like these,” Kevin states. “It’s about planting seeds in different places to grow the next generation of music stars. People like Ikenna and Effiong deserve a chance to shine without feeling pressured to move to Lagos.” Also applauds the Homecoming Event organized by Grace Ladoja, and its impact in bridging the gap between artists and industry professionals.

Kevin stresses that this shift isn’t just beneficial for emerging artists but is also essential to keep the Afrobeats movement alive and thriving. “The money is here, and the global stage is open to us, but without new stars, we risk losing the authentic Afrobeat culture that makes our music unique. The world wants more of our sound, but they also want to see new faces who truly represent the local stories and vibes that Afrobeats is built on.”
As the founder of SounDisruptr, Kevin is known for his dedication to discovering and promoting emerging talents, helping them navigate the music industry. Through his influence, he hopes to inspire more companies, investors, and stakeholders to join the movement to promote and develop local stars across Nigeria. “This isn’t just about profit; it’s about culture and legacy. Let’s make sure the next wave of stars truly represents the depth of Nigeria’s music scene.”