Nigerian street pop sensation Bella Shmurda recently opened up about a costly lesson he learned in the music industry during an interview on Afrobeats Intelligence with Joey Akan.
The hitmaker revealed that he once spent a staggering $40,000 promoting a single that ultimately failed to make an impact.
According to Bella, the decision to release the song went against a clear vision he had in a dream—one he initially tried to test.
“I’m a dreamer, a seer,” he shared. “I saw in a dream that my next song should be a street song. It was very clear to me. But just to be sure of what I saw, I decided to drop a different kind of song.”
Despite the heavy investment, the song didn’t perform well. Bella said the experience confirmed the message of his dream and the importance of trusting his intuition.
“I saw myself singing, and people were singing along—that was a sign the next track should be the people’s song,” he explained. “So I dropped something different first to test it, and it flopped.”
He went on to reveal that after the failed release, he followed his instincts and dropped a street song, this time spending less than ₦20 million (roughly half the cost), and it shot to No. 2 on the national charts.
The artist didn’t disclose the name of the underperforming track, but his story highlights the soaring costs and unpredictability of music promotion in Nigeria’s fast-paced industry.
In the same interview, Bella also spoke about his journey as a label executive.
He discussed signing rising star Fola to his Dangbana Republik imprint—one of the country’s top street music labels. Fola, already gaining traction with several singles and collaborations with Bella Shmurda, is tipped to be one of the next big acts in the Nigerian music scene.
Bella’s experience serves as both a cautionary tale and an affirmation of trusting one’s creative instincts in an industry where big spending doesn’t always equal success.
- After 20 years, Dangote quits as Dangote Sugar Chairman, Ekpe steps in - June 12, 2025
- Tinubu grants posthumous honours, pardon to Ken Saro-Wiwa, Ogoni 8 - June 12, 2025
- Tinubu to Nigerians: Our reforms working, we need patience - June 12, 2025
