Fido, a rising Nigerian musician, has recently been at the center of a public dispute regarding his discovery and the contributions of his marketing team to his success. His journey from obscurity to prominence, especially with his hit single “Joy Is Coming,” highlights the complexities and challenges emerging artists face in the Nigerian music industry.
Born Awosika Olayemi Josiah in Matogun, Ogun State, Fido began his musical journey in his local church choir, nurturing his passion for music from a young age. In 2019, he enrolled at the PEFTI Film Institute, where he honed his skills in music production, blending Afrobeats, trap, R&B, and dancehall to create a unique Afro-fusion sound. His debut single, “Awolowo,” released in August 2024, garnered significant attention, achieving over 22,000 Shazams and extensive airplay. This success paved the way for his subsequent hit, “Joy Is Coming,” which went viral, especially on TikTok, propelling it to the top of various music charts.
Following the success of “Joy Is Coming,” Fido made public statements asserting his self-discovery and downplaying the roles of his marketing and management teams. He tweeted:
“Nobody discovered me, na me discover myself, anywhere you see say person talk say na dem discover me, na scam oo. Na God discover me not man.”
He further expressed his frustrations with marketing companies, alleging that they often deceive artists into believing they are being supported, only to exploit them financially once they become independent.
Caleb Oyolola of Inner Circle Entertainment refuted Fido’s claims, stating that his company had played a pivotal role in his early career, including discovering him and collaborating on projects like “Awolowo.” Oyolola emphasized their significant investment in Fido’s brand development.
“Inner Circle discovered you, gave you a name, and built your brand. I personally convinced Bimbo to come on board. We pushed ‘Awolowo’ together in Bariga. Now you dare say we never invested in you?”
As a result of this online drags, alot of social media users have contirbuted their two cents to the issue. Some taking sides with Fido while others tagged him as been ungrateful and proud. Below are photos of people’s comment:
This debate underscores a broader discussion about the music industry’s ecosystem, particularly the symbiotic relationship between artists and their support teams. While talent is essential, the role of marketing, branding, and strategic promotion is crucial in transforming a song into a hit. Fido’s initial struggles before partnering with marketing teams highlight the challenges artists face in gaining visibility without professional support.
Industry experts argue that while artists’ talents are the foundation, the success of their work often hinges on effective marketing strategies, including media placements, influencer collaborations, and audience engagement. Without these efforts, even the most exceptional music may remain unheard.
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