Slimcase says promoting a song now costs N265 million, blocking new talent
Slimcase said it costs N265 million to properly promote one song in Nigeria, blaming the rise of influencer culture for the escalating expense. He noted that dancers and content creators, who once begged artists for attention, now charge huge sums to feature songs in their content, making $200,000 insufficient to blow a track.
This high cost means only a few established artists continue to dominate the industry for years, while many talented upcoming acts remain underground and unheard. The resulting lack of variety limits listeners’ exposure to fresh sounds and stifles opportunities for new talent to grow.
Slimcase appealed to music executives and stakeholders to tackle the steep promotion costs and urged Nigerians to support upcoming artists directly, rather than relying solely on influencers and media to shape their playlists. Will you seek out new music beyond what influencers push, or continue to follow the same popular sounds?