The Nigerian music scene is abuzz with the recent pronouncements and musical teasers from rising Afrobeats sensation, Mr. Fido. Fresh off the explosive success of “Joy Is Coming,” which dominated streaming platforms and the TurnTable Top 100 charts, Fido has teased a new single, “Na God Dey Run Am,” igniting anticipation while simultaneously addressing a storm of controversy surrounding his views on music marketers.
The snippet of “Na God Dey Run Am,” shared across Fido’s social media platforms, showcases his signature blend of infectious melodies and a vocal delivery that evokes the stylistic fluidity of Afrobeats icon Wande Coal.
This musical offering, however, arrives amidst a whirlwind of public discourse sparked by Fido’s contentious statements on X (formerly Twitter).
His recent social media posts, particularly his scathing critique of music marketers, have drawn the ire of industry professionals and fans alike. Fido, in a series of posts delivered in Pidgin English, asserted that marketers often create a false impression of indispensable assistance, while, in reality, artists are the primary drivers of their own success and the revenue generated. He further alleged that these marketers often seek to undermine artists who demonstrate independent knowledge and competence. “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,” he wrote, urging fellow artists to “shine your eyes.”
These remarks were perceived as not only disrespectful but also factually inaccurate by many, particularly given the acknowledged role of his marketer, Cidar Africa, in his meteoric rise. Critics have labeled Fido “ungrateful” and “ignorant,” pointing to the pivotal role Cidar Africa played in propelling his viral hit “Awolowo” and subsequent chart-topper “Joy Is Coming.”
Furthermore, observers have highlighted Fido’s previous attempt to navigate the industry without Cidar Africa’s support. His releases under Heatwave Records, “Mr. Lover” and the “Awolowo” remix featuring Kapo, failed to replicate the success of his Cidar Africa-backed projects. This perceived failure is seen by many as concrete evidence of the vital role that effective marketing plays in an artist’s career, and solidified the importance of the Cidar Africa team, who then marketed his smash hit “Joy Is Coming.”
The title of Fido’s upcoming single, “Na God Dey Run Am,” directly echoes his social media claims that his success is divinely ordained, reinforcing his stance on the role of external support. This narrative, while potentially appealing to his fanbase, has further fueled the debate surrounding his comments.
Prior to the “Na God Dey Run Am” tease, Fido had also hinted at a remix of “Awolowo” featuring Kizz Daniel. Kizz Daniel himself teased the collaboration on his Instagram account on January 15, 2024, with the caption “Let the year begin … Joy is coming,” further underscoring the collaborative nature of the industry, a point that contradicts Fido’s stance.
Since his breakthrough with “Awolowo,” Fido has experienced a remarkable surge in popularity, solidifying his position as one of Afrobeats’ most promising new talents. His ability to generate viral hits, coupled with his willingness to engage in public discourse, has made him a compelling figure in the Nigerian music landscape.
