Rising Nigerian artist Mr. Fido has sparked controversy after making statements that appeared to downplay the contributions of his music marketing team. His remarks, shared on social media on March 5, 2025, have drawn criticism from fans, industry professionals, and executives who view them as disrespectful and misleading.
Fido’s Controversial Statement
In his post, Mr. Fido expressed frustration with music marketing companies, suggesting they take undue credit for an artist’s success while benefiting financially from their work.
“Marketing company go make you feel like na them dey help your life, whereas na you dey make money for them. Dem go still make you feel like say without them you no go fit make am. My brothers and sisters, open your eyes and be wise. The day you show them say you know what you’re doing, they turn to your enemies and paint you bad out there.”
Backlash from Fans and Industry Insiders
Many fans and music executives have condemned Mr. Fido’s remarks, arguing that his success is deeply tied to his marketing team’s efforts. The backlash was particularly strong from supporters of Cidar Africa, the marketing company credited with promoting his breakout single, Awolowo. Critics labeled Fido as “ungrateful” and “shortsighted” for dismissing the team that helped him gain recognition.
Additionally, industry observers pointed out that Fido’s attempt to work with a different company did not yield similar success. His follow-up releases, Mr. Lover and Awolowo Remix featuring Kapo, were handled by Heatwave Records but failed to gain traction. It was only after returning to Cidar Africa that his latest single, Joy Is Coming, became a hit.
The Industry’s Perspective
This incident has reignited discussions about artists who, after achieving fame, discredit the teams that played a key role in their rise. Music marketing professionals argue that success in the industry is a collective effort, and failing to acknowledge those behind the scenes can damage an artist’s reputation.
With tensions high, it remains to be seen whether Mr. Fido will address the backlash or attempt to mend his relationship with his marketing team.
