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Nigerian disc jockey Nonso Temisan Ajufo, popularly known as DJ Big N, has raised serious concerns about the current state of Afrobeats, warning that the genre is experiencing a significant decline in its global performance.
In a detailed interview with Echo Room, DJ Big N stated that Afrobeats is currently at its lowest point in the past two decades, expressing disappointment over both the quality of the music and the direction the industry has taken.
“Afrobeats right now is at its worst position in the last 20 years. And everyone from musicians to music executives have a part to be blamed. The quality of music dropped. You have to understand that the quality of the product is important in every way,” he said.
According to DJ Big N, the decline stems not just from music executives but also from artists themselves. He argued that efforts to appeal to international audiences have backfired, with some musicians compromising the originality of their sound in a bid to cater to foreign tastes.
“Also, the originality of the music dropped. Always understand that whatever you want to export has to be original, first and foremost. If you tried to export something else, it’s only a matter of time before you stopped getting demands. You can’t sell foreign genres to foreign audiences. We have to embrace our originality,” DJ Big N emphasized.
The DJ explained that Afrobeats’ global appeal has always been rooted in its unique sound and culture, and moving away from this identity could have long-term consequences for the genre’s reputation and marketability. He stressed that artists and executives alike need to recognize the importance of maintaining originality while still adapting strategically for global audiences.
In addition to the challenges of quality and originality, DJ Big N also criticized the rising cost of performances by Nigerian artists. According to him, some acts have become prohibitively expensive, even for events in their home country, which could limit their domestic reach and alienate local fans.
“Many artists are charging way too much for their services, and it’s becoming unsustainable. You cannot expect local fans and event organizers to always pay these rates. It’s not just about the foreign market; you have to remember your home audience,” he said.
DJ Big N’s comments have sparked conversations within the Nigerian music industry, with many stakeholders acknowledging the need for a recalibration of strategies to ensure that Afrobeats remains competitive internationally while staying connected to its roots.
He concluded by urging artists to rethink their approach, emphasizing that success requires both talent and diligence. “Prayer, talent, or fame alone cannot sustain the genre. Artists need to work hard, stay original, and deliver high-quality music consistently. That’s how you revive Afrobeats and keep it relevant globally,” he said.
The DJ’s warning comes at a time when Afrobeats has experienced unprecedented global exposure, with artists like Burna Boy, Wizkid, and Tems achieving international recognition. While the genre’s popularity has soared, DJ Big N insists that without originality and strategic planning, this success may not be sustainable.
His message is clear: Afrobeats’ strength lies in its authenticity. Any attempts to compromise that identity in pursuit of immediate foreign appeal could lead to diminishing returns. Artists, he warns, must strike a balance between maintaining the genre’s unique essence and engaging international audiences effectively.
As the conversation around Afrobeats’ global trajectory continues, DJ Big N’s insights serve as a crucial reminder that long-term success in the music industry requires more than talent—it requires discipline, originality, and a commitment to excellence.
Watch him speak below…
"Afrobeats right now is at its worst position in the last 20 years"
— @𝗼𝗻𝗲𝗷𝗼𝗯𝗹𝗲𝘀𝘀𝗯𝗼𝘆 (@OneJoblessBoy) October 14, 2025
- DJ Big N pic.twitter.com/mwi7dE7UoL
#DJBigN
#Afrobeats
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