The landscape of the music industry has witnessed a dramatic transformation over the last decade, with the digital age serving as both a blessing and a burden for artists. Renowned rapper Mainga Mukando, popularly known as King Illest and celebrated as the “King of the South,” recently expressed a thought-provoking sentiment about this shift.
He argues that music is no longer primarily about quality or artistic expression; rather, it is increasingly defined by viral trends, TikTok challenges, and danceable beats. This trend, according to Mukando, diminishes the essence of musical artistry.
The Digital Era: A Double-Edged Sword for Musicians
The advent of platforms like TikTok, YouTube, and Instagram has redefined how people discover, consume, and appreciate music. What used to be a deeply personal art form is now evaluated through algorithms, click rates, and trend metrics. While digital tools have democratized access to fame, giving rise to unknown talents and offering creative opportunities, they have also imposed a performance-based criterion for success, where going viral often matters more than the song’s substance.
King Illest’s concerns echo those of many in the industry who have noted a decline in the demand for lyrical complexity, storytelling, and vocal mastery. Instead, the preference now lies in catchy hooks and 30-second snippets that capture the attention of social media users.
From Masterpieces to Microbursts
In the past, music’s greatness was determined by its depth, melody, and resonance with the audience’s emotions. Albums like Bob Dylan’s Highway 61 Revisited, Beyoncé’s Lemonade, or 2Pac’s All Eyez On Me were hailed for their layered storytelling and socio-political commentary. However, today’s metric of success often boils down to a viral dance move or how a track can be reworked into social media content.
King Illest aptly observes, “No matter how ridiculous [a song] sounds, its viral trend determines its success.” This shift raises a significant question: Is music losing its core identity in the race to be trendy? Artists are tailoring their creations to fit these fleeting moments, often prioritizing the need for “trendiness” over creating timeless classics. Songs like Lil Nas X’s “Old Town Road” or TikTok hits like Olivia Rodrigo’s “Good 4 U” dominate streams not necessarily because of their quality, but because they ride the wave of digital virality.
The Role of TikTok and Other Platforms
TikTok has emerged as a disruptive force in the music world, introducing tracks to millions within seconds. The app turns everyday users into unofficial A&R agents, who by sheer participation, make or break the success of a track. It has birthed viral sensations, including Doja Cat’s “Say So” and Jason Derulo’s “Savage Love”, but it’s worth noting that songs trending on these platforms often lack depth and rely on repetitive hooks that appeal to short attention spans.
King Illest’s critique stems from the fear that true musical artistry is being sidelined. As music becomes an accessory to entertainment rather than an independent medium of creative expression, it runs the risk of diluting its significance.
Viral Trends: Pros and Cons
While viral trends may diminish the essence of musical depth, they cannot be dismissed entirely. They bring certain benefits, including:
Quick Exposure: Social media platforms allow new and independent artists to reach global audiences without the need for massive production budgets or traditional marketing.
Engagement: Fans are no longer passive listeners. By participating in challenges, recreating dance moves, or remixing songs, audiences actively contribute to a track’s success.
Diversity: Viral platforms have democratized the industry, offering visibility to artists from varied backgrounds, genres, and languages.
However, the downsides are hard to ignore. Songs built for virality are often disposable, with short shelf lives. Once the trend dies, so does the song’s relevance. Artists also risk their integrity as they prioritize viral potential over artistic growth, leading to a homogenous sound dominating the charts.
King Illest’s Southern Perspective
As a prominent figure in Zambian music, King Illest offers a unique perspective, blending African rhythms with global genres. For an artist who prides himself on authenticity, the viral-trend-driven landscape poses a dilemma: should one conform to the new rules of the game or hold on to traditional values of music-making?
Illest’s stance resonates deeply with many African musicians, who face the added challenge of staying true to their cultural roots while remaining competitive on international platforms. The impact of globalization on African music has been both revolutionary and reductive, offering unparalleled reach but often at the expense of unique cultural narratives. The constant pull of what’s trending globally creates pressure to abandon rich, local musical traditions.
A Way Forward
To address this growing disparity between artistry and virality, musicians, audiences, and platforms must collectively redefine success in the music industry. A balanced approach can foster both creativity and popularity:
- Education: Listeners should be encouraged to appreciate music beyond its surface-level appeal. Curating playlists and promoting deep-dives into an artist’s full discography could reignite interest in albums and intricate storytelling.
- Platforms’ Role: Algorithms should prioritize genuine talent over trendy gimmicks. Platforms could introduce tools that reward originality and craftsmanship alongside virality.
- Artist Adaptation: Musicians must find innovative ways to blend authenticity with popular appeal. Examples include leveraging social media to showcase the creation process or releasing diverse formats that cater to both casual fans and hardcore listeners.
- Encouraging Dialogue: Open conversations, like the one King Illest has initiated, must continue, fostering dialogue about preserving music as an art form.
Conclusion
King Illest’s assertion highlights an essential truth about today’s music scene: success has become increasingly reliant on how well a song can capture fleeting attention in a crowded digital space. Yet, all hope is not lost. The industry can move toward a future where both substance and virality coexist, ensuring music remains both an art and a unifying force across generations.
Music’s essence may be changing, but as long as artists like King Illest and their audiences continue to raise these critical discussions, there remains hope for a harmonious balance between art and entertainment.
