Popular Nigerian singer Abiola Ahmed Akinbiyi, better known as Bella Shmurda, has lamented the increasing cost of promoting music in Nigeria, saying it has become a major challenge for many artists.

Speaking in a recent interview with Naija FM Lagos, the Cash App crooner explained that the cost of music promotion — including radio airplay, video production, and marketing — has surged drastically, discouraging artists from releasing full albums.

According to him, many musicians now prefer to release singles rather than albums because of the heavy financial demands associated with promoting multiple tracks at once.

“To release an album, you need a huge budget, unlike singles. Because for albums, you’re promoting 10 to 14 songs all at once. It’s a lot,” Bella said.

He further disclosed that the cost of shooting a standard music video has risen sharply, with the lowest price now pegged at ₦20 million, making it nearly impossible for emerging artists to afford proper visual production for several tracks.

“Promoting songs on the radio, shooting videos for five or six songs, is a lot. These days, the least you can spend on a music video is ₦20 million. So, how many artists can afford to shoot five videos?” he asked.

Bella Shmurda’s remarks reflect growing concerns among Nigerian entertainers about the economic strain affecting the country’s creative industry, as inflation and rising production costs continue to impact content creation and distribution.