Timaya decries high cost of promotion as music videos now cost ₦100 million

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In an interview with Channels TV, Timaya shared that music video now costs as much as 100 million naira as opposed to the 1.5 million it used to be back in the day.

"Before we used to shoot music videos, 1.5 million. Today, 100, million, 50 million, 60 million," Timaya said.

He added that after shooting the video, artists still need to spend millions on marketing. He pointed out that the high cost of promotion has contributed to a hike in artist fees as Nigerian superstars are becoming imcreasinly expensive to book.

"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's concerns have been echoed by industry stakeholders who have complained about the increase in cost at all levels with influencers, videographers, and artists, all charging record-high fees.

Timaya recently released a new album 'Gladiator' which continues his over-a-decade run of hit releases that has earned him a status as one of Nigeria's most prolific stars.