Nigerian singer KCee has advised artists to remain visible and maintain a strong connection with their audience, arguing that the strategy of staying mysterious is gradually losing relevance in the entertainment industry.

The singer made the observation during an interview with Selah Meditate, where he reflected on how the industry has changed in recent years.

According to KCee, being absent from the public eye once helped artists create value, particularly around 2021 and 2022, but he believes that approach no longer works in the same way.

“Absence used to create value in 2021–2022, but things have changed. Artists need to be in people’s faces,” he said.

KCee also linked the changing dynamics to the rapid development of artificial intelligence, noting that technology can now perform some of the functions traditionally associated with artists.

“The mysterious factor won’t be relevant in five years. I spoke with some professors in America, and they confirmed it. AI can now do what we are doing,” he said.

KCee, who has been off and on in the Nigerian music industry for more than two decades, began his career as part of the music duo KC Presh before pursuing a solo career. He has since built a catalogue spanning Afrobeats, highlife and other contemporary  sounds, while maintaining a presence in the industry ‘silently’.