Veteran singer Timaya has sparked intense debate by disclosing the astronomical costs associated with creating and promoting music in today’s competitive market. According to the “Dem Mama” crooner, artists are now spending upwards of N100 million (approximately $80,000) on music video production alone, with an additional N30 million dedicated to promotion – figures that have left both industry insiders and fans in heated discussion about the economics of modern music-making.
The startling revelation, which provides a rare glimpse into the financial machinery behind Nigeria’s booming music industry, has ignited conversations about the sustainability of current music production models and the justification for high performance fees charged by artists. Timaya explained that these substantial investments directly influence why musicians command such significant appearance fees for shows, as they struggle to recoup their initial promotional investments.
However, the singer’s candid disclosure has met with mixed reactions from social media users, with many questioning the necessity of such extensive budgets. User dollypizu1 drew a pointed comparison to the film industry, asking, “DJ YK. How much they come dey use shoot movie then? Shior,” highlighting the perceived disparity between music video and film production costs.
The skepticism extended to the quality of music being produced, with user ayoola_ayoolaa commenting, “And Most of the Songs NO DEY SWEET! just Beats and NOISE! Artist Wey dey try no reach 5,” suggesting that high production costs don’t necessarily translate to better musical output.
Some social media users pointed to alternative, more cost-effective approaches to music production. User feolatsfc referenced independent artist Speed Darlington’s approach: “Na Una won spend 100m o. Go as speed Darlington how he de use Phone with #15k shoot PAP pap. Not Akamu…. atosi Atosi tororo.” This comparison highlights the growing divide between mainstream and independent music production methodologies.
The discourse has also sparked debate about the return on investment in the music industry. User adaikwerre raised a pertinent question: “To make how much in return? That’s a whole lot,” reflecting wider concerns about the sustainability of such high-cost production models.
The revelation has also led to discussions about the impact on emerging artists. Entertainment lawyer Chioma Nwankwo notes: “These figures can be intimidating for upcoming artists. It raises questions about entry barriers in the industry and whether we’re creating an environment where only the well-funded can succeed.”
Some commentators took a more humorous approach to the disclosure, with user kingsliveth quipping, “Plantain Seller done calculate him stock,” referring to Timaya’s humble beginnings as a plantain seller before his rise to fame.
The debate has extended to industry professionals, with music video directors feeling particularly addressed by comments like those from funposthaha: “When una dey boast for music, una fit dash us 1m usd but una no like y’all, music vid directors dey hear!
However, amidst the skepticism, there were voices of support for the artists’ struggle, with user daddy_marvel commenting, “Shoutout to all entertainers out there, the hustle is real everywhere,” acknowledging the financial challenges faced by industry professionals.
The ongoing discussion highlights the complex economic realities of modern music production in Nigeria. As the industry continues to grow and evolve, the balance between production costs, artistic quality, and commercial success remains a critical consideration for artists and industry stakeholders alike.
As Nigerian music continues to gain global recognition, these revelations from Timaya provide valuable insight into the financial investments required to maintain competitive edge in the international music scene, while also raising important questions about sustainability and accessibility within the industry.
