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Marketer laments high cost of promoting music of budding talents



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A music marketer, Emeka Kalu, on Thursday in Lagos, said budding musicians continued to struggle because they lacked the means to promote their works.
“We have very good musicians who are yet to be recognised because they lack capacity to promote their jobs.
Kalu, in an interview with the News Agency of Nigeria (NAN) said that the various outlets through which their songs could be promoted was beyond their means.
He said that radio, television and even blog promotions cost far more than what it would cost to produce an album.
“It has become cheap to produce 10 to 12 songs than to promote just one song on any of these platforms.
“Even marketers are finding it tasking to market songs because of financial constraint of spending so much.
“The rule for a radio station to play an artiste’s song abroad requires the station to take permission and even some times pay the artist for using his song.
“But here, it is the artist that spends his money in producing his song and at the same time takes it to the radio station and pays them to play his song.
“If this trend continues we will frustrate upcoming artists and in long run ruin the music and entertainment business in the country,’’ he said.
According to him, the Performing Musicians Association of Nigeria (PMAN) should beam its search light into the nagging issue before it becomes evasive and uncontrollable.
“If the governing bodies like PMAN and Copyright Society of Nigeria (COSON) don’t do the needful, the struggle to promote songs will triple and have lasting negative effect on the industry, ‘’he said.

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