Nigerian singer, Abiola Ahmed Akinbiyi, popularly known as Bella Shmurda, has voiced deep concern over the escalating cost of music promotion in Nigeria, saying it has become a major barrier for many artists.
Speaking during an interview on Naija FM Lagos, the Cash App crooner revealed that the increasing expenses of music videos and promotional campaigns are forcing many musicians to reconsider releasing new projects, particularly full-length albums.
According to Bella Shmurda, producing an album now requires massive financial investment because of the cost involved in promoting multiple tracks simultaneously.
He explained, “To release an album, you need a huge budget, unlike singles. Because for albums, you’re promoting 10 to 14 songs all at once. It’s a lot.”
He added that promotion across different media platforms—especially radio and television—combined with music video production, has made it extremely difficult for upcoming artists to sustain their craft.
“Promoting songs on the radio, shooting videos for five or six songs, is a lot. These days, the least you can spend on a music video is N20 million. So, how many artists can afford to shoot five videos?” he said.
Bella Shmurda’s comments highlight the growing financial burden within the Nigerian entertainment industry, where artists are increasingly dependent on sponsorships, digital streaming revenues, and brand deals to stay afloat.
The singer, known for his street-inspired sound and energetic performances, also noted that despite the global success of Nigerian music, local artists still face tough challenges due to high production costs and limited support systems.
As the cost of creative output continues to soar, many industry stakeholders have called for more investment and structured funding to support both emerging and established talents in the country’s thriving Afrobeats scene.
According to a 9am News report, Bella Shmurda’s remarks mirror a growing sentiment among Nigerian musicians who believe the industry needs more affordable promotional systems and transparent media pricing to enable creativity to thrive sustainably.
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