Timaya Highlights Rising Expenses in Music Video Production, Now Costing Up to ₦100 Million
Nigerian music legend, Timaya has shed light on the steep rise in costs associated with producing music videos, which now reach as high as ₦100 million. Speaking in an interview with Channels TV, the Dancehall star reminisced about a time when music videos could be made for just ₦1.5 million, emphasizing the significant shift in production expenses over the years.
The rising inflation in Nigeria has heavily impacted the music industry, with marketing and promotion becoming more costly than ever. Timaya expressed his frustration with the escalating expenses for creating top-tier music videos, a crucial aspect of an artist’s brand and promotion.
“Back then, we could shoot music videos for ₦1.5 million. Today, it’s ₦100 million, ₦50 million, or ₦60 million,” Timaya noted.
He went on to explain that after producing these high-cost videos, artists must still invest millions more in promotion. This has led to Nigerian superstars increasing their fees to balance out the growing expenses.
“That’s why these young artists charge ₦50 million or ₦30 million when booked, because they’re spending huge amounts and need to cover their costs,” Timaya added.
His comments reflect broader concerns within the industry, as other stakeholders, from influencers to videographers, have also raised complaints about the surging costs at every level.
Despite these financial pressures, Timaya continues to thrive, with the release of his latest album Gladiator, further cementing his place as one of Nigeria’s most influential music stars.
Source: Pulse Nigeria
