By Ruth Gbaka
Fast-rising Nigerian singer Fido has recently shed light on the exploitative tactics employed by certain marketing companies within the music industry.
In a message shared on X(formerly Twitter), the “Joy is coming” crooner cautioned fellow artists about companies that manipulate them into believing their success is solely due to the marketers’ efforts, thereby fostering undue dependence.
He emphasised the importance of artists recognising their own worth and contributions.
Fido noted that once an artist becomes self-aware and attempts to assert independence, these companies may turn adversarial, attempting to tarnish the artist’s public image.
Highlighting specific grievances, the artist revealed that some marketing companies demand a staggering 70% of his earnings from performances, leaving him with only 30%.
Additionally, these companies he said often obscure the financial details of music revenue streams, preventing artists from understanding their true earnings.
Fido stressed that while marketing is vital in the music business, it should not entail such exploitative practices.
Through his revelations, Fido aims to empower fellow artists to be vigilant and assertive, ensuring they receive fair compensation and maintain control over their careers.
