Some Nigerian musicians Photo: Google
Music
By Anita Eboigbe
Abuja, March 26, 2018 (NAN) A cross section of upcoming artists, have described the Nigerian music industry as being too expensive to breakthrough.
Those who spoke to News Agency of Nigeria (NAN) on Monday in Abuja alleged that good music had been replaced by lots of promotion money.
They said that churning out good music no longer not translate to success in the sector as it used to.
According to the artists, musical recognition is more dependent on the amount of money the artist or his/her sponsors have to invest.
They highlighted production, video-making, airplay promotion, fan-base, travelling expenses and managerial fees as the crucial areas that required a lot of money.
Michael Ebiagbor, who goes by the moniker ‘Mic Montana’, said unless one had a record label, it was expensive to self-sponsor oneself to stardom.
“The bills to be paid are too much, asides the normal studio and production fees.
“These days, one has to pay for promotion; if not, no one will listen to or download your song.
“Promotion prices range between N100, 000 and N2 million, depending on the reach and the type of song being promoted,’’ Ebiagbor said.
He pointed out that it was because of these expenses that record labels could exploit new artists because one has to make enough music and embark on tours to recoup money spent.
According to him, not everyone wants to take the risk of not being in control of one’s creative material.
Another artist, Katharine Muyiwa, (Kate), says the branding takes the bulk of the funds because as everything is on sale, including the fan base.
“A lot of the established artists still spend huge sums every day for promotions and fan base maintenance, especially through their record labels.
“Upcoming artistes do not have a platform; and even when they find some ways to showcase their work, they cost too much.
“Money is spent on recording, production, mixing, promotion, to look good so that your music can be sellable and to travel for shows where you won’t be paid,’’ Muyiwa said.
She noted that investing money in the career was not the issue but rather, the amount of money becomes outrageous as the industry expands.
Tokoni Bozegha, a.k.a. MurphyTee said artistes had to attain certain class to be accepted and that this cost money.
“To be taken seriously in the music industry, you need to wear expensive clothes, use expensive products and appear rich, even when you are starving.
“All these are done to make you appeal, materially, to the fans and for the established artists to want to work with you.
“This is aside the hundreds of thousands of naira used to produce and shoot a standard video.
“The song can cost about N200,000 to produce; a good video will cost more than N500,000.
“Collaboration with an established artiste can cost as high as N2 million.
“By the time all these are put together, the artiste may have to beg or engage in other businesses to raise the money, if he or she is not signed to a record label,’’ Bozegha said.
A music promoter, Wealth Ajaz, said several factors needed to be considered before an artist could become successful in the industry.
According to him, “the total appearance of an artist needs to be cleaned up and become more appealing to the audience including clothes,
good phones and flashy cars.
“Gone are the days when a good song does the work.
“Now, with the prevalence of social media, the artist is sold alongside his song.
“A lot of money goes into his personal looks and his carriage before the music itself.
“A crowd-pleasing single and a standard video, no matter the genre, is important.
“When these ingredients come together, the artiste must ‘blow’ in a short while,” Ajaz said.
He pointed out that due to the costs, most upcoming artists are usually advised to look for sponsors or have good investments, in case they are not signed to record labels. (NAN)
AEE/AIB/EAL
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Edited by Abdulfatah Babatunde/Ekemini Ladejobi