Nigerian artists discovered on social media are increasingly finding their way into the music industry without relying solely on traditional routes like radio airplay and industry connections. Platforms like Instagram, TikTok and X now allow upcoming musicians to showcase their talents, attract audiences and catch the attention of record labels and music executives.
Now, getting noticed in the Nigerian music industry no longer depends entirely on being physically present at a record-label audition or knowing someone in the industry. A well-timed freestyle, cover, or original post on Instagram, Twitter/X, or TikTok can now put an unknown artist directly in front of executives and superstars.
Many of today’s biggest names in Afrobeats built their careers by getting spotted online and were signed to major or influential labels. 
Here are some examples of Nigerian artists discovered on social media and who are still making waves.
Nigerian artists who were discovered on social media
1. Rema
In 2018, Divine Ikubor, popularly known as Rema, posted a freestyle over D’Prince’s “Gucci Gang” on Instagram and tagged the relevant accounts.
D’Prince saw it, was impressed, and invited Rema to Lagos. Rema was signed to D’Prince’s Jonzing World (a Mavin Records imprint) in early 2019. He made his official debut in 2019 with his self-titled EP, which featured songs such as Dumebi and Ironman, launching a career that has since gone global.
2. Mayorkun
While working a low-paying banking job, Adewale Mayowa Emmanuel (Mayorkun) recorded a keyboard cover of Davido and Olamide’s “The Money” and posted it on X (formerly Twitter) in 2016. Davido saw it, followed him, and messaged him. After exchanging more material, Davido signed him to Davido Music Worldwide (DMW).
Mayorkun’s debut single “Eleko” became a hit, and he went on to become one of the label’s key early successes. His mother has recounted initially thinking Davido’s message was from a scammer.
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3. Joeboy
Joseph Akinfenwa-Donus, Joeboy, had limited industry access when he posted a cover of Ed Sheeran’s “Shape of You” on Instagram. A friend shared the video with established artists, including Mr Eazi.
The cover gained traction, leading to conversations and eventually a deal with Mr Eazi’s emPawa Africa talent incubator in 2018.
Joeboy has repeatedly credited the social media cover and Mr Eazi’s interest as the turning point. Hits like “Baby” and “Beginning” followed under the emPawa banner.
4. Reekado Banks
In 2013, Don Jazzy posted on Twitter, inviting upcoming artists to send in demo CDs.
Reekado Banks’ manager (his elder brother) saw the post and submitted material. He emerged as the only successful candidate from about 5,000 entries, according to his account of the experience.
He joined Mavin Records in 2014, joining other young artists such as Korede Bello and Di’Ja. His time at Mavin produced popular songs such as Katapot and Oluwa Ni before he eventually left the label.
5. Johnny Drille
John “Johnny Drille” Ighodaro uploaded a cover of Di’Ja’s “Aww” that caught Don Jazzy’s attention in 2015.
The music executive contacted him on Twitter to express his interest. However, unlike some other artists on this list, Johnny Drille’s record deal did not happen immediately. Contact continued over time via social media, and by 2017 he was invited to Lagos and officially signed to Mavin Records.
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6. Teni
Teniola “Teni” Apata is another Nigerian artist discovered on social media. She was known for her funny videos and musical freestyles on social media before she secured a record label deal.
In 2017, her freestyle video over an Osita Osadebe soundtrack on Instagram went viral and led to a deal with Dr. Dolor Entertainment.
Teni subsequently released songs such as Fargin, Case and Uyo Meyo, which helped establish her as a major name in Nigerian music.
More Nigerian artists discovered on social media
7. Temmie Ovwasa
Temmie Ovwasa, popularly known as YBNL Princess, became the first female artist signed to Olamide’s YBNL Nation.
Before becoming the first female signee on the record label, Ovwasa used to post song covers regularly on Instagram. In an interview, she explained that she realized Olamide began liking several of her videos.
She said she initially did not think much of it until the rapper sent her a direct message requesting her phone number. The two began communicating, and in April 2016, Olamide officially signed her to YBNL.
8. Ayra Starr
Before becoming the Mavin Records superstar known for songs like Rush, Bloody Samaritan, and Heaven Baby, Oyinkansola Sarah “Ayra Starr” Aderibigbe was sharing singing videos on Instagram.
In 2019, she regularly uploaded covers of popular songs and original music to her social media page. One of her original songs, Damage (later known as Toxic), caught the attention of Don Jazzy, who eventually contacted her.
In September 2025, Don Jazzy explained that he came across her freestyle after someone sent him Instagram pages of promising young singers. Ayra Starr joined Mavin Records in 2020 and made her official debut in January 2021 with her self-titled EP.
9. Ruger
Before becoming known for his distinctive sound and eye-catching eyepatch, Michael Adebayo Olayinka, popularly known as Ruger, worked as a phone repairer at Computer Village in Lagos. However, he continued pursuing music in his spare time, recording freestyles and posting them on Instagram.
One of his videos eventually caught the attention of D’Prince, who reached out to him in November 2019. Ruger later revealed that he received a direct message from the music executive while D’Prince was on tour with Rema.
He was eventually signed to Jonzing World, founded by D’Prince.
He made his official debut in 2021 with One Shirt, featuring D’Prince and Rema, before releasing his self-titled debut EP.
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10. Boy Spyce
Mavin Records artist Boy Spyce, whose real name is Ugbekile David Osemeke, also owes part of his discovery story to social media.
The singer had been sharing covers and freestyles online when his cover of Wizkid and Tems’ hit song Essence caught Don Jazzy’s attention in 2021.
The Mavin Records boss was impressed by his vocals and eventually brought him into the label’s artist development programme, the Mavin Academy, and he was officially unveiled as a Mavin Records artist in April 2022.
He subsequently released his self-titled debut EP, featuring songs such as Nobody and Dreams, marking the beginning of his professional journey with the label.
11. BNXN (Buju)
Daniel Etiese “BNXN” Benson built early buzz by sharing freestyles and original tracks on platforms like Twitter (X), Instagram, and SoundCloud.
A key early moment was a viral freestyle video a friend recorded of him on a canoe. That clip, along with other social media posts, helped him gain traction.
His breakthrough connection came through his original track “Lenu.” Burna Boy heard it, loved it, and his team reached out. According to him, Burna Boy expressed interest in working together and wanted to sign him.
BNXN chose the “Lenu” remix featuring Burna Boy, which dropped in 2020 and became a major hit. He was then signed to Burna Boy’s Spaceship Records that same year, on a one-year deal.
After the contract ended in 2021, he did not renew and went independent under his own imprint, To Your Ears Entertainment (T.Y.E.).
12. Zlatan Ibile
After winning the Airtel One Mic Campus Tour talent show at age 19, Zlatan’s breakthrough came in 2017 with “My Body” featuring Olamide, which went viral on Instagram.
In 2018, Lawrence Irabor signed him to Alleluyah Boiz Entertainment after hearing the song. Under the deal, Zlatan collaborated with other artists like Lil Kesh, Naira Marley, and Burna Boy, making him a major street-pop force.
In January 2020, he launched his own label, Zanku Records, and has remained independent since.
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