By John Ogunsemore
Mavin Records signee, Magixx has expressed frustration with the current state of music promotion in Nigeria, stating that financial influence has overshadowed talent in securing visibility.
He faulted the alleged practice of purchasing chart positions on streaming platforms like Apple Music.
Magixx, whose real name is Alexander Adelabu, said this has resulted in fewer breakout artistes in the country.
In an X post on Wednesday, he said, “Just so y’all know the reason why we don’t have enough break out artistes these days is because almost every spot on the Apple Music is bought!”
His comment sparked a conversation about the challenges faced by emerging artistes in the Nigerian music industry, drawing varied responses from fans and industry observers.
Reacting to the post, a life coach, Emmanuel Obisesan said, “Power is not given, it is taken!
“When Shallipopi came out in 2023, his stream farming was obvious, and he repeatedly did it until people began to pay attention to him.
“Not a fan of that, but if you want to breakout in a market like this, you gotta do whatever it takes.”
@RealKiingLu stated, “That’s really not the reason bro. Most of the labels stopped investing in grassroot talents. They don’t want to develop artistes anymore. All they care about is the numbers.”
@cryotodaaddy wrote, “There’s truth in that, but real talent still finds a way.”
@streetupdate24_ wrote, “The game is rigged.”
@Tiwa_Musk stated, “You don dey give excuse for failure.”
Doubling down in a follow-up post, Magixx stated, “If you’re under this comment saying rubbish, it says a lot about your self esteem…”
Magixx, who rose to prominence after signing with Mavin Records in 2021, is no stranger to the challenges of breaking into the industry.
His debut single “Problem” in 2019 caught the attention of industry heavyweights like Don Jazzy, leading to his signing and the release of his self-titled EP Magixx.
Since then, he has released hits like “Love Don’t Cost a Dime (Re-Up)” with Ayra Starr and “Shaye,” establishing himself as a versatile artiste blending Afropop, R&B, and trap.
His debut album, “I Dream in Colour”, released on February 28, 2025, has been praised for its emotional depth and genre-blending sound.
The singer’s comments come at a time when the Nigerian music scene is experiencing a surge of new talent, with artistes like Omah Lay, Asake, and ODUMODUBLVCK making significant impacts in recent years.
However, his remarks suggest that systemic barriers, including pay-to-play practices, may hinder other talented artistes from achieving similar success.
He slammed those insinuating he was speaking about his personal ordeal, noting “I don make am already, better hustle.”
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