Nigerian singer Abiola Ahmed Akinbiyi, better known by his stage name Bella Shmurda, has voiced his frustration over the skyrocketing cost of promoting music in the country.
The Afrobeat star, during a recent interview with Naija FM Lagos, said the rising expenses have made many artists reluctant to release new projects — particularly albums.
According to the ‘Cash App’ crooner, promoting a full-length project now demands a substantial budget, as artists are expected to finance radio promotions, multiple music videos, and marketing campaigns simultaneously.
“To release an album, you need a massive budget, unlike singles. You’re promoting 10 to 14 songs all at once, and that’s a lot,” Bella Shmurda explained.
He noted that producing a quality music video alone now costs no less than ₦20 million, a figure that many emerging artists cannot afford.
“Promoting songs on radio and shooting videos for five or six tracks is extremely expensive. These days, the least you can spend on a music video is ₦20 million. How many artists can afford to shoot five videos?” he lamented.
Bella Shmurda’s remarks highlight the growing financial strain within Nigeria’s music industry, where high production and promotion costs continue to challenge both rising and established artists.
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