Nigerian singer Bella Shmurda has expressed deep concern over the increasing cost of music promotion in the country, saying it has become a major barrier for artists, especially those planning to release albums.
Speaking during a recent interview with Naija FM Lagos, the Cash App crooner revealed that the financial demands of producing and promoting music in today’s entertainment industry are overwhelming, forcing many artists to either delay or abandon their projects altogether.
Read Also: Bella Shmurda reflects on life after Mohbad’s death
Bella Shmurda explained that promoting an album is far more challenging than pushing a single because it involves multiple songs that all need attention, marketing, and visibility.
“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 said. “Promoting songs on the radio, shooting videos for five, six songs, is a lot.”
The singer emphasised that the cost of producing music videos has skyrocketed in recent times, making it difficult for many upcoming and independent artists to compete.
“These days, the least you can spend on a music video is ₦20 million. So, how many artists can afford to shoot five videos?” he asked.
Bella Shmurda, who rose to fame through grassroots promotion and viral street hits, noted that the current economic reality in Nigeria has made it nearly impossible for independent artists to thrive without external financial support or sponsorship.
“Before, you could shoot a decent video for ₦2 to ₦3 million and still get visibility,” he said. “Now, it’s either you spend big or you get lost in the crowd. Even radio and digital promotion now cost a fortune.”
He added that many artists are reconsidering their release strategies, choosing to drop singles instead of full albums due to the overwhelming costs attached to production, promotion, and distribution.
The singer’s comments come at a time when Nigeria’s entertainment industry is grappling with rising inflation and a weak naira, which have driven up the cost of video production, studio sessions, and media promotion.
Industry insiders confirm that the cost of hiring professional video directors, renting quality equipment, and paying for online placements has doubled in the past two years.
For Bella Shmurda, this trend not only stifles creativity but also discourages consistency among talented musicians who lack financial backing.
Despite the challenges, Bella Shmurda encouraged artists to remain persistent, adapt to changes, and seek creative ways to promote their music.
“The hustle is real, but we can’t stop. Music is our life,” he said. “We just need to find new ways to connect with fans without breaking the bank.”
Read Also: If I weren’t a musician, I’d be a preacher Bella Shmurda
Bella Shmurda, who has built a reputation for blending Afrobeat and street vibes, continues to advocate for fairer opportunities for rising artists, reminding fans and industry players that talent alone is no longer enough in a system driven by financial power.
