Timaya - 'You need a lot of money to promote music'

Timaya opens up about skyrocketing costs in the music industry

Nigerian singer Timaya recently shed light on the growing financial challenges artists face in the music industry today.

In a candid interview, the artist reflected on the Nigerian economy and how it's affected the cost of promoting music.

"Currently, you need a lot of money to promote music. Before, we didn’t even bother about shooting music videos. Even if we were shooting a video, it cost just N1.5 million," Timaya explained, highlighting the relatively low production costs artists used to enjoy.

However, the music landscape has changed dramatically. Now, producing a single music video can cost between N50 million and N100 million. 

"Just to shoot one video: 100 million, 50 million, 60 million. And when you shoot the video, to promote it, you need more millions," he emphasized, pointing out that promotion requires as much investment as production itself.

This financial burden is impacting artists’ booking fees as well. 

Timaya noted, "That’s why booking fees for artists now are expensive," revealing that the high cost of creating and promoting content has led to a rise in performance rates.

As the music industry becomes more competitive, Timaya's comments shed light on the financial pressures that artists must navigate to stay relevant in today’s fast-paced entertainment world.

Watch a snippet from the interview below:

"Now, just to shoot one video; 100 million, 50 million, 60 million" — Timaya
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— YabaLeftOnline (@yabaleftonline) October 22, 2024