Talent Manage, Ubi Franklin

Ubi Franklin Reveals Why Music Business Is One of His Riskiest Ventures

Music executive Ubi Franklin has revealed that the music business is one of the riskiest ventures he has ever undertaken, saying artistes and investors can spend as much as ₦100 million promoting a single song.

Naija Brain reports that Franklin made the disclosure while speaking on the EC Podcast, where he discussed the financial risks involved in promoting music and sustaining the success of a song.

According to the music executive, releasing a song is only the beginning, as artistes and their teams often have to invest heavily in marketing and promotion to keep the song relevant after its release.

Franklin explained that even when a song goes viral on TikTok, additional funds may still be required to maintain its momentum and ensure it continues to perform well on music charts.

He noted that the short attention span of music consumers has made the industry increasingly challenging, as a song can become popular within a short period and lose public attention just as quickly.

The music executive further stressed that spending millions of naira on music promotion does not guarantee that an artiste or investor will recover the money invested.

Franklin said the uncertainty surrounding music promotion makes the industry particularly risky for investors and music executives.

He said, “Music is the riskiest business I’ve ever done. You need ₦100 million to promote one song. Even if TikTok carries it, you still need money to keep it on the charts because people have short attention spans, and there’s no guarantee you’ll get your money back.”

Ubi Franklin on Music Industry Investment

Franklin’s comments highlight the enormous financial demands involved in building and sustaining a successful music career, particularly in an industry where trends and audience attention can change rapidly.

For many artistes, the cost of recording a song is only a fraction of the overall investment, with promotion, digital marketing, social media campaigns and chart visibility requiring significant additional spending.