TAKEAWAYS

• Ava Peace says quality music does not always translate into a hit.
• She believes social media has changed how songs gain exposure.
• Pawa Boy says repeated TikTok challenges cannot force a song to become a hit.

Ugandan singer Ava Peace has raised concerns about the changing nature of music promotion and why some good songs are struggling to become major hits.

While appearing on Galaxy FM alongside Pawa Boy, with whom she has a collaboration they are currently promoting, Ava Peace said she does not necessarily blame artificial intelligence or plagiarism for the challenges facing today’s music industry.

Instead, she believes the way music reaches audiences has changed significantly, making it harder for songs to gain the momentum they once enjoyed.

According to Ava Peace, an artist can release a genuinely good song, receive praise from listeners and still watch it disappear without achieving the success it deserves.

“A song can be good and everyone knows it is good, but it doesn’t take ground,” Ava Peace said.

She suggested that the rise of social media, particularly TikTok, has changed how music is consumed and promoted.

Ava Peace noted that artists previously relied heavily on radio, television and other established platforms that could give songs sustained exposure. Today, she argued, countless songs are released and circulated online, making it easier for good music to get lost in the crowd.

Pawa Boy agreed with her, adding that the success of a song can now depend heavily on the mood and reaction of fans.

“Even if you do 40 challenges, if the song is not going to be a hit, it won’t become a hit,” Pawa Boy said.

He also rejected the idea that artists have completely abandoned traditional promotion in favour of TikTok challenges.

The debate comes amid growing criticism of TikTok’s influence on music, although others credit the platform with giving emerging artists opportunities they might not have received through traditional media.