By Sulaymon Ruqoya
October 24th, 2024
Nigerian dancehall artist Timaya has expressed concern over the rising costs of producing music videos, highlighting how inflation has affected the country’s music industry. Speaking in an interview with Channels TV, Timaya revealed that music video production, which used to cost around ₦1.5 million, now demands up to ₦100 million.
“Before we used to shoot music videos, 1.5 million. Today, 100 million, 50 million, 60 million,” Timaya stated, emphasizing the drastic increase.
Beyond video production, Timaya noted that artists are now faced with additional financial burdens when it comes to promoting their music. Marketing costs have risen sharply, contributing to higher performance fees for artists. He explained that these increased expenses are the reason why many Nigerian musicians now charge significantly more for bookings.
“That’s why when you call these young guys, they will tell you 50 million, 30 million because they are spending a lot of money and need to make it,” Timaya explained.
His concerns mirror those of other industry professionals, who have also commented on the rising costs across various sectors, including influencer marketing, videography, and artist fees.
Timaya recently dropped his new album Gladiator, further solidifying his reputation as one of Nigeria’s most enduring and prolific artists over the past decade.