Rising Nigerian artist Mr. Fido has found himself in hot water after making controversial remarks that many fans and industry professionals deemed dismissive of the contributions of music marketers to his success.
The singer, who gained nationwide attention following the viral success of his single Awolowo, stirred outrage when he suggested that marketing teams do little to help artists and instead exploit them for profit.
His comments, made on a popular microblogging platform, did not sit well with fans, music executives, and marketers, who believe he downplayed the essential role these professionals play in an artist’s career. Many have since taken to social media to criticize him, accusing him of ingratitude and ignorance regarding the realities of the music industry.
In his post, Mr. Fido expressed frustration over what he perceives as a one-sided relationship between artists and marketing companies. Writing in Pidgin English, he claimed that marketers act as if they are doing musicians a favor when, in reality, it is the artists who generate revenue for them.
He went further to argue that the moment an artist gains knowledge of the industry and tries to become independent, marketing companies turn against them, seeking to discredit them.
“Marketing company go make you feel like na them Dey help your life, whereas na you Dey make money for them… the day you show to them say you know what you’re doing, they turn your enemies and paint you bad out there. #ShineYourEyes,” he wrote.
This statement, while resonating with some independent artists, was largely met with backlash from industry insiders who felt his comments were both unfair and inaccurate.
Following his remarks, marketing professionals and executives from the Nigerian music industry quickly responded, highlighting how crucial marketing is to an artist’s growth and visibility. Many pointed out that Mr. Fido’s rise to fame was largely facilitated by Cidar Africa, the marketing company that handled the promotion of Awolowo and helped establish him as a mainstream act.
Critics noted that his sudden dismissal of their contributions was not only disrespectful but also misleading, as no artist—especially in a competitive market like Nigeria’s—can thrive without strategic promotion. Some fans also joined the conversation, reminding him that without strong marketing efforts, even the most talented artists struggle to gain traction.
Adding fuel to the controversy, industry observers pointed out that Mr. Fido’s attempt to move away from Cidar Africa and release music independently was not successful. His subsequent singles, including Mr. Lover and a remix of Awolowo featuring Kapo, were released under a different record label, Heatwave Records, but failed to achieve the same level of success as his breakthrough hit.
This, according to critics, proves that marketing and promotion play an undeniable role in an artist’s ability to sustain their career. The underwhelming reception of these releases ultimately forced Mr. Fido to return to Cidar Africa, which took charge of promoting his latest single, Joy Is Coming—a song that has since become his biggest hit yet.
The fallout from Mr. Fido’s comments has reignited a long-standing debate in the Nigerian music industry about the relationship between artists and their marketing teams. Many industry professionals argue that artists who gain fame often develop a false sense of independence and begin to overlook the crucial roles played by the teams that helped them rise to prominence.
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While some acknowledge that the industry has its flaws, they maintain that marketing and strategic promotion remain indispensable to an artist’s career. Whether Mr. Fido will address the backlash or attempt to mend relationships with those he may have offended remains to be seen, but for now, his remarks have left a sour taste in the mouths of many who once supported him.
