Ubi Franklin Calls Music Business Highly Risky Venture

Ubi Franklin, a music executive, has characterized the music business as one of the riskiest ventures he has undertaken. Speaking on the EC podcast, he revealed that promoting a single song can require investments of up to ₦100 million.

Franklin explained that the release of a song is merely the starting point; significant funds are necessary to promote it and maintain its visibility in the public domain post-release. He noted that even if a song gains traction on platforms like TikTok, additional financial resources are needed to sustain its popularity and chart performance.

Franklin highlighted the challenge posed by the short attention spans of music consumers, indicating that a song that is popular today may quickly fade from public interest. He concluded that heavy spending on a song does not guarantee a return on investment, making the music industry a highly uncertain environment for both investors and music executives.