“AI Can Now Do What We’re Doing” - KCee Warns Nigerian Artists They Can No Longer Afford to Disappear

Nigerian singer KCee has sparked conversations about the changing realities of the music industry, warning artistes that staying away from the public eye for too long could now come at a serious cost.

The “Limpopo” hitmaker explained that the strategy of disappearing from the scene and allowing fans to miss you may no longer be as effective as it once was, largely because of the rise of artificial intelligence and the sheer volume of content competing for people’s attention.

Speaking about the evolution of the music business, KCee noted that there was a time when an artiste’s absence could actually increase anticipation among fans. According to him, this strategy worked particularly well around 2021 and 2022, when artistes could step away for a while and return to significant excitement. However, he believes the industry has changed dramatically.

“AI can now do what we’re doing. Absence used to create value in 2021-2022, but things have changed. Artists need to be in people’s faces.”

KCee’s argument is that artistes now have to compete not only with other musicians but also with an endless stream of digital content including content generated or assisted by artificial intelligence. The singer’s comments highlight how social media has transformed the relationship between musicians and their audiences.

In the past, an artiste could disappear for months or even years and return with a major song, relying on anticipation and nostalgia to generate attention. Today, however, fans are constantly being introduced to new artistes, songs, trends and viral moments.

For KCee, this means musicians need to remain visible and consistently give audiences reasons to remember them.