Popular Nigerian disc jockey Nonso Temisan Ajufo, better known as DJ Big N, has raised concerns about what he calls the worst decline in Afrobeats’ global influence in two decades.
Speaking in a recent interview, the Mavin Records DJ blamed both artists and record executives for the slump. He said many have sacrificed quality and originality in a desperate bid to appeal to foreign audiences.
According to him, the constant dilution of Afrobeats’ unique sound has led to music that feels less authentic and lacks emotional depth.
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“The uniqueness of Afrobeats is what made the world fall in love with it,” he said, urging artists to stay true to the genre’s roots.
DJ Big N agreed with music journalist Joey Akan, who argued that exporting an inauthentic product is unsustainable.
“You can’t sell hip-hop to Americans that’s their genre. They wanted us for our originality,” he added.
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He also decried the rising performance fees among Afrobeats artists, noting that many have now become too expensive to perform in Nigeria.
Furthermore, he advised artists to rethink their pricing and creative direction. Without a shift in approach, he warned, Afrobeats could lose the global prominence it has worked hard to achieve.
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“Afrobeats right now is at its worst position in the last 20 years. Everyone from musicians to executives has a role to play. The quality of the product must come first,” DJ Big N said.
Through his remarks, the Mavin DJ called for a return to originality, better production, and stronger collaboration across the Nigerian music industry.
Esther Ososanya is an investigative journalist with Pinnacle Daily, reporting across health, business, environment, metro, Fct and crime. Known for her bold, empathetic storytelling, she uncovers hidden truths, challenges broken systems, and gives voice to overlooked Nigerians. Her work drives national conversations and demands accountability one powerful story at a time.
