Popular Nigerian disc jockey, Nonso Temisan Ajufo, better known as DJ Big N, has voiced deep concern over what he describes as the steepest decline in Afrobeats’ global relevance in the past twenty years.
In a recent interview with Echo Room, the veteran DJ lamented that the genre’s steady loss of authenticity is due to artists and music executives prioritising international approval over cultural originality.
According to him, the chase for global acceptance has led to a compromise in the distinct sound that once made Afrobeats stand out worldwide.
DJ Big N noted that this shift has produced a wave of diluted, less genuine music that struggles to resonate with audiences beyond Africa.
“The uniqueness of Afrobeats is what made the world fall in love with it,” he stated, emphasizing that maintaining the genre’s originality is crucial for its continued success.
Referencing the views of music journalist Joey Akan, the Mavin Records DJ argued that it is impossible to sustain an exported version of a sound that has lost its roots.
He explained that authenticity is key in maintaining cultural relevance and international appeal.
“Afrobeats right now is at its worst position in the last 20 years. And everyone, from musicians to music executives, has a part to play. The quality of music… you have to understand that the quality of the product is important in every way,” he said.
“Joey Akan said they wanted us for our originality. Always remember that whatever you want to export has to be original, first and foremost. If you tried to export something else, it’s only a matter of time. You can’t sell Hip-Hop to Americans, that’s their genre. We have to embrace our originality.”
DJ Big N also addressed the growing issue of skyrocketing performance fees among Afrobeats artists, warning that the current trend risks alienating local audiences and pricing out the Nigerian market.
He urged Nigerian musicians to reassess their creative focus and business models before the genre loses the global prominence it worked so hard to achieve.
By stressing the importance of returning to the sound’s roots, DJ Big N joins a growing chorus of voices calling for a revival of Afrobeats’ core identity—one that celebrates its African rhythm, energy, and originality rather than mimicking Western trends.
