Nigerian disc jockey Nonso Temisan Ajufo, popularly known as DJ Big N, has criticized both artists and record executives for the declining state of the Afrobeats genre, which he believes is currently facing its toughest period in two decades.

Speaking in a recent interview with Echo Room, DJ Big N expressed concern over the sharp drop in Afrobeats’ global influence, stating that the genre has lost much of the originality and quality that once made it a worldwide sensation.

According to him, in an attempt to cater to international audiences, many artists and labels watered down the authentic Afrobeat sound, resulting in a noticeable decline in creativity and authenticity.

“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. The quality of music dropped. You have to understand that the quality of the product is important in every way,”
— DJ Big N said.

He further explained that artists’ obsession with global appeal has led to the production of songs that lack the cultural depth and originality that once defined the genre.

“Also, the originality of the music dropped. Always understand that whatever you want to export has to be original, first and foremost. If you try to export something else, it’s only a matter of time before you stop getting demands. You can’t sell foreign genres to foreign audiences. We have to embrace our originality,” he added.

DJ Big N also noted that Afrobeats artists are overpricing their performances, especially within Nigeria, calling it an unsustainable trend that could harm the local music ecosystem.

He urged artists and record labels to reevaluate their strategies, focus on authentic sound and storytelling, and work collectively to restore Afrobeats to its former global strength.