How social media broke industry barriers - Joeboy



By Taiwo Okanlawon

Afrobeats sensation Joseph Akinfenwa popularly known as Joeboy has highlighted the role social media played in  breaking barriers and fostering greater accessibility for artistes and fans alike.

Joeboy, in an interview on 3FM, underscored the profound influence of platforms like Instagram, Twitter, and TikTok in revolutionising the way music is created, shared, and consumed.

He noted that social media has empowered artists to connect directly with their audience, bypassing traditional gatekeepers and fostering a more democratic environment for artistic expression.

“Social media has been a game-changer for me and many other artists. It has allowed us to reach a global audience without necessarily relying on mainstream media, record labels, or gatekeepers. Platforms like Instagram and TikTok have become essential tools for promoting our music and engaging with fans in real-time.”

“Now all of a sudden you can just get into the industry by just posting a cover or a song of yourself singing randomly on your bed and next thing is it is getting millions of views and everybody wants to work with you and connect with you,” he said.

Joeboy also emphasised drawbacks associated with the platform, stating that while social media provides a platform for self-expression, it also facilitates the creation of a “facade,” where individuals can easily be misled.

“I can take a picture in front of a jet right now, I won’t say a word, and the next thing bloggers will say Joeboy has bought a jet, and people who do not know me privately will believe it, and if do not see anything they will take it as fact,” he said.

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Joeboy recently announced his decision to launch Young Legend, his new label, in partnership with Warner Group, aimed at nurturing the next generation of music talents.

Despite embarking on this new journey, Joeboy remains thankful to Mr. Eazi for his pivotal role in his music career over the past five years.

Joeyboy gained popularity under emPawa Africa, a record label owned by Mr Eazi.

The singer has won several awards and recognition for his craft.

In 2019, he won the ‘Best Artiste in African Pop’ prize at the All Africa Music Awards (AFRIMA).

The singer also bagged the ‘Best Pop’ category at the Soundcity MVP Awards Festival in 2020.

In November 2023, he released a 5-track extended play (EP) titled ‘Body, Soul & Spirit’.

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