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Mr. Fido comes under fire for disrespecting his music marketing team
Rising star Mr. Fido has found himself at the center of controversy after downplaying the role of his marketing team, drawing backlash from fans and industry professionals.
On March 5, 2025, the Nigerian singer sparked outrage when he claimed that music marketers contributed little to his success. In a post on the microblogging platform, he argued that marketers act as though they are helping artists when, in reality, it’s the artists who generate revenue for them.
“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 to them say you know what you’re doing, they turn your enemies and paint you bad out there. #ShineYourEyes,” Fido wrote in Pidgin English.
The post quickly attracted criticism from fans, music marketers, and executives, who labeled his statement as disrespectful and inaccurate. Many pointed out the significant role marketing teams play in an artist’s success, particularly highlighting the contributions of Cidar Africa, the company behind Fido’s rise to mainstream fame following his viral hit Awolowo.
His remarks have led to accusations of ingratitude and ignorance, fueling an ongoing debate about the relationship between artists and the marketing teams that support them.
Marketing company go make you feel like na them Dey help your life, where as 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 to them they you know what…
— Fido (@MrFidooooo) March 5, 2025