Rapper Shallipopi, also known as Crown Uzama, has strongly argued that Nigerian artists should demand equal fees to their American counterparts, a stance he passionately defended in his interview with News Central TV.
During the interview, the 24-year-old singer shared his views on artist fees and the growing role of music executives in the Afrobeats scene.
There has been a prevailing notion that Nigerian artists who have gained global recognition have set excessive prices that have priced them out of the local market.
The fast-rising rapper known for his distinctive blend of Amapiano, Afrobeats and Hip-Hop believes an artist's fees should be aligned with the success and impact of their music.
Shallipopi stressed the principle of fairness, stating: “The success and impact of your music should determine your price. If your music has achieved the same streaming numbers as an American artist, it is fair to charge the same as them. But if your streaming is not up to par, it is unfair to charge more.”
As Nigerian music gains global recognition, Afrobeats stars are landing high-profile contracts and commanding significant fees internationally. This surge in international demand has made it difficult for Nigeria-based show promoters to afford to book top artists.
The “Elon Musk” hitmaker, while addressing whether performance fees are justifiable, said Nigerian artists get paid what they deserve and should be compensated accordingly.
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The Benin-born musician, who has built a loyal fan base, explained: “You can’t charge more if the streams on your music don’t support it. You’ll price yourself based on the reach of your music – that’s how it works. No one charges more unless there’s demand. You set your rate according to your value, and that’s how you should charge.”
Enter the music executives
With the rise of Afrobeats and the emergence of major stars, Artists and Repertoire (A&R) executives, who are responsible for discovering and nurturing talent, have become increasingly influential in the Nigerian music industry. Their role is to scout out new talent, oversee the development of artists and help them find their unique sound and style.
Asked about the competition among music executives, Shallipopi did not mince his words. He criticised the prevailing trend and suggested that the industry urgently needs a professional makeover, with more emphasis on skills and less on the exchange of opinions.
The Plutomania Records label boss said: “Everyone wants to be an executive, but not everyone is cut out for it. It’s the ones who really know their craft that keep going. For those who try to move up, if you force yourself, you won’t make it – it’s that simple. So if you’re striving to be an executive, and it’s in you and you’re smart enough, you’ll make it. But it’s not for you if it’s not in you. You need to find another path in life.”
Commenting on how he identifies up-and-coming artists looking for exposure and potential signings to his (Shallipopi's) label, the rapper explained: “Half the time when I look at these new artists, I'm like, 'What kind of talent is this? What can this person offer?' It's never about guesswork or favoritism, and it's not always just about talent. Sometimes, it's the aura they bring.
“If someone’s aura is strong enough, I think, ‘Hmm, this guy can do it. ’ It comes naturally to me, but I can’t say the same for others. I see a lot of them, but I like to take my time, observe them, and understand who they are before I make any moves.”
The “Pluto Presido” singer stressed the importance of staying connected to one’s roots despite global recognition. He explained that identity is fundamental because it reflects a person’s origins. For him, there is no confusion: he identifies as a Benin boy and believes that everyone should proudly represent their heritage instead of claiming someone else’s identity.
The musician also shared his perspective on his future plans, stating that while he doesn't have a formal retirement plan, he intends to keep going until he eventually steps away, so he's now focused on accumulating wealth.
Shallipopi gained widespread attention with his 2023 hits “Elon Musk” and “Ex-Convict,” debuting at No. 6 on the TurnTable Top 100. The singer has two albums, “ShakesPopi” and “Presido La Pluto,” under his belt.