Veteran Nigerian disc jockey and Mavin Records’ official DJ, Nonso Temisan Ajufo, popularly known as DJ Big N, has sparked a major conversation after declaring that Afrobeats is currently at its lowest point in the last two decades.
Speaking during an interview with Echo Room, DJ Big N voiced deep concern about the current state of Afrobeats on the global stage, noting that the once-thriving genre that captivated international audiences has suffered a significant decline in both quality and authenticity.
According to him, both artists and record executives share the blame for the genre’s downward spiral. He argued that in their eagerness to court international recognition, many have watered down the original sound that made Afrobeats special.
“Afrobeats right now is at its worst position in the last 20 years. And everyone from musicians to music executives has a part to be blamed,” DJ Big N said.
“The quality of music dropped. You have to understand that the quality of the product is important in every way. Also, the originality of the music dropped. Whatever you want to export has to be original first and foremost.”
The renowned DJ stressed that Afrobeats artists made a mistake by trying to sound foreign, instead of perfecting the authentic African rhythms that first drew global audiences to the genre.
“If you try to export something else, it’s only a matter of time before people stop demanding it. You can’t sell foreign genres to foreign audiences. We have to embrace our originality,” he explained.
DJ Big N also touched on the financial side of the industry, lamenting that many Nigerian artists have become too expensive to book, even within their home country. He described the rising performance fees as unsustainable, warning that it could create a disconnect between artists and their local fan base.
“A lot of Nigerian artists are no longer affordable, especially here at home. The prices have gone up so much that it’s no longer realistic. We need to reevaluate the approach if we want the genre to grow,” he added.
He urged both artists and music executives to return to the roots of Afrobeats, focusing on creativity, culture, and substance rather than just trends and numbers.
DJ Big N’s remarks have since ignited a storm of reactions online, with fans and industry insiders debating whether Afrobeats is truly in decline or merely undergoing a natural phase of evolution.
Nonetheless, his message serves as a wake-up call to the industry, a reminder that authenticity remains the heartbeat of Afrobeats, even in the age of global expansion.
