Nigerian singer Mr. Fido has come under heavy criticism from music fans and industry professionals following his controversial remarks about music marketers.
On March 5, 2025, Fido took to social media to express his frustrations, claiming that marketing teams contribute little to an artist’s success while making them feel dependent.
“Marketing companies make it seem like they are helping your life, whereas you are the one making money for them. They’ll still make you feel like without them, you can’t succeed. The day you show them you know what you’re doing, they turn against you and paint you as the bad one. #ShineYourEyes,” he wrote in Pidgin English.
His statement quickly sparked backlash, with many marketing professionals and music enthusiasts arguing that strategic promotion is a crucial element of an artist’s growth. Some industry insiders accused Fido of downplaying the role of marketers in building his brand, while others defended him, saying his frustrations might stem from personal experiences.
Despite the criticism, Fido has yet to retract his comments or clarify his stance.
The post has attracted criticism from fans, music marketing professionals, and executives alike, who consider it to not only be disrespectful but also false, considering the role these marketers played in his success.
Fido, who broke into the mainstream after his single ‘Awolowo’ went viral, was described as “ungrateful” and “ignorant” for downplaying the role his marketer Cidar Africa played in his success.
Observers also pointed out that Fido’s attempt to release music with a different company failed. This comment refers to the release of his follow-up track, ‘Mr. Lover,’ and the remix ‘Awolowo’ featuring Kapo were both released under Heatwave Records.
The failure of these records forced the singer to return to Cidar Africa, which marketed his last single,‘Joy Is Coming,’ which is his biggest hit yet.
Fido’s comment has revived the issue that industry professionals describe as a fatal flaw of artists who achieve fame only to turn around and discredit the team who played a vital role in their success.
