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Nigerian singer Abiola Ahmed Akinbiyi, popularly known as Bella Shmurda, has voiced his concern over the soaring cost of music promotion in the country, which he says is discouraging many artists from releasing new music, especially full-length albums.
Speaking during a recent interview with Naija FM Lagos, the Cash App crooner explained that the financial demands of promoting songs and producing quality visuals have reached alarming levels.
According to him, many artists, including those already recognized in the industry, are struggling to cope with the costs involved in music production and promotion.
Bella Shmurda revealed that shooting a standard music video now costs at least ₦20 million, a figure that makes it almost impossible for up-and-coming artists to compete or consistently release visual content.
“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.
He emphasized that promoting an album requires far more investment than promoting a single track since multiple songs, videos, and marketing campaigns are involved.
“Promoting songs on the radio, shooting videos for five, six songs, is a lot. These days, the least you can spend on a music video is ₦20 million. So, how many artists can afford to shoot five videos?” Bella asked rhetorically.
The artist further noted that many Nigerian musicians are hesitant to release albums not because they lack creativity or quality material, but because they cannot meet the financial obligations required to make a successful release.
He said the situation has left many relying heavily on social media virality or label support to sustain their careers.
Bella Shmurda’s comments highlight a growing concern in Nigeria’s entertainment industry, where inflation, currency devaluation, and high production costs have significantly affected the creative sector.
The expenses involved in video production, media promotions, and digital marketing continue to rise, forcing independent musicians to cut down on the number of releases or settle for lower-quality content.
Over the years, Bella has been vocal about the struggles of Nigerian artists, often advocating for fairer structures that support creativity and sustainability.
His recent outcry comes amid widespread debates on the profitability of the Nigerian music scene, as even successful acts are beginning to feel the pinch of the rising operational costs.
Bella, who has earned fame for hits such as Cash App, Vision 2020, and Philo, maintained that while music remains his passion, the economic reality of the industry makes it increasingly difficult for artists to express themselves fully.
He advised industry stakeholders and the government to find ways to support the creative community, ensuring that the high cost of production does not stifle emerging talent.
Bella Shmurda’s revelation adds to growing concerns about the sustainability of Nigeria’s fast-growing music industry, where rising expenses threaten to limit the number of new projects and hinder artistic innovation.
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