…Nigerian artistes shot themselves in the foot-Paul
Amid the crescendo of year-end festivities and entertainment events that have swept across the nation, hypemen and DJs have sounded chord of caution to the Nigerian music superstars.
They have implored celebrated musicians to reconsider their lofty booking fees, lest they face the harsh reality of dwindling show invitations.
It was gathered that many shows and gigs that signal the end of the year and are headlined by top music artistes may not toe similar path this year due to biting economic conditions that have crippled many businesses across the country.
In view of the pervading outcry, concerned DJs and hypemen have raised their voices, lamenting the exorbitant price tags attached to the booking of Nigerian music artistes.
The soaring popularity of these artists has sent their appearance fees skyrocketing, leaving show promoters and event organizers gasping for financial breath.
Many of them, it was gathered, are grappling with the daunting reality of no longer being able to afford the sky-high fees demanded by high-priced artists,
Per Second News gathered that household names like Davido, Wizkid, Burna Boy, Olamide, Tiwa Savage, and Kizz Daniel now command fees that reach above the staggering threshold of N70 to N80 million for a single performance in Nigeria.
The price may escalate further depending on the event’s location and the affluence of the clientele.
In a notable twist, these music artistes sometimes demand payment in dollars for performances within Nigeria, a country where the naira reigns supreme as the legal tender.
For instance, Davido recently presented Warri Again concert organizers with a jaw-dropping bill of $120,000 as his appearance fee.
The list of high-fee artists extends to Asake, Zlatan, Mayorkun, Harrysong, Naira Marley, Falz, Rema, Fireboy, Simi, Adekunle Gold, Wande Coal, Patoranking, and others, who now command a princely sum of up to 20 million naira for a single show.
Those in the 15 million naira range include Joeboy, Omah Lay, Ayra Star, Victony, Victor AD, Iyanya, and Skiibii.
It was observed that artists whose songs achieve monumental success throughout the year leverage their newfound fame to hike their appearance fees, leaving event organizers and corporate entities to dig deeper into their pockets to secure their presence at events and parties.
Many of these artists have gallivanted on international tours across Europe and Africa, but they return home with an insatiable thirst to capitalise on the festive season’s financial opportunities in Nigeria.
DJs, hypemen come in handy:
With the emergence of alternative entertainment options, such as DJs, hypemen, organizers are beginning to explore more cost-effective ways to engage their audience. These alternatives offer engaging entertainment without the hefty price tag associated with A-list artists.
In the face of this price spiral, top hypemen, led by the charismatic Do2dtun, also known as the Energy gad, have rallied their fellow DJs to adapt and reconsider their price structures.
They are now prepared to take matters into their own hands, vowing to perform the songs of artists who refuse to acquiesce to more reasonable terms.
Artistes priced themselves out of reach:
Also reacting to the unfolding drama, well-known event organiser and CEO of One Africa Music Fest, Paul Okoye, also known as PaulO, has posited that while live concerts are witnessing a global decline, music streaming platforms are experiencing an unparalleled surge in popularity.
He asserted that Nigerian artistes have rendered themselves virtually unaffordable in the local market due to their exorbitant booking demands.
“Concerts are declining globally but streamings are increasing. It seems to me that Nigerian music artistes have priced themselves out of the market. I feel some of them will be forced to reduce their fees or be left out of the game.
“No one is ready to pay artistes high fees anymore because people are not interested in coming to concerts anymore. In fact some people will tell you, give us DJs and hypemen for the concert, we are fine all day.
“So, it is either somebody reduces the prices or lose out totally,” he added.
Music fans wade in…
This prevailing narrative has provoked a response from music enthusiasts who believe it’s time for event organizers to explore alternatives by focusing on DJs and hypemen for their shows, thereby steering clear of artists who place a heavy burden on their budgets.
For these fans, it is an uncompromising stand: if artists do not heed the call to lower their prices, they are prepared to abstain from attending their concerts this year.
“Some artistes may find themselves performing before a select audience of friends and family within the confines of their own homes”, a fan said.
Why organisers are having a rethink:
One of the most factors behind this change is the prevailing economic condition. In an era marked by economic uncertainty, rising costs, and fluctuating currencies, event organisers are treading cautiously.
With businesses and budgets under pressure, the willingness to allocate substantial resources for artist fees has dwindled.
Fans opt for the alternatives…
In an age of accessible streaming platforms and diverse entertainment choices, audiences are more inclined to attend events that offer a well-rounded experience rather than being solely artist-focused.
This changing dynamic forces event organizers to reconsider their investment strategies.
Attempts to speak to them were unsuccessful as some of them chose to remain silent, leaving the question of whether this is the beginning of a price correction in the Nigerian music industry unanswered.
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