Rising Nigerian star Fido has publicly distanced himself from Cidar Africa, the music company that propelled him to fame, claiming they contributed little to his success and accusing them of stealing from him.
On March 6, 2025, Nigerian music sensation Awosika Olayemi Josiah, better known as Fido, set the internet ablaze with a bombshell claim that the music company that discovered him, Cidar Africa, did little to fuel his rise to stardom.
In a candid post on X (formerly Twitter), Fido asserted that music marketers like Cidar Africa create an illusion of indispensability, making artists feel reliant on them while pocketing profits.
He wrote in Pidgin English, urging fellow artists to “shine your eyes.” “Marketing company go make you feel like na them Dey help your life, whereas na you dey make money for them.”
The statement posted has since ignited a firestorm of reactions from fans and industry insiders alike. Fido’s breakout hit ‘Awolowo’ went viral under Cidar Africa’s marketing prowess, cementing his place in Nigeria’s competitive music scene.
However, his latest comments suggest a deep rift, with the artist implying that the company turned against him once he asserted his independence. This bold disavowal has not gone unnoticed, as fans took to social media to express a mix of shock, disappointment, and support, while music marketers and executives fired back, defending their critical role in shaping his career.
Fido’s accusation that Cidar Africa exaggerated their contribution has struck a nerve. Music marketing professionals have also weighed in, emphasizing the behind-the-scenes work—promotion, distribution, and branding—that turned his raw talent into a household name.
Yet, Fido’s stance resonates with a subset of artists and fans who feel the industry often exploits creatives. His follow-up claim on Instagram Live on March 6, 2025, that his label wiped all revenue from his YouTube page, leaving him with nothing, has only deepened the controversy. This financial allegation adds a tangible layer to his grievances, suggesting a betrayal beyond mere credit disputes. The clash underscores a broader tension in the music world: the delicate balance of power between artists and the teams that amplify their voices.
Fido claimed Inner Circle, the company which handled his marketing and Cidar Africa, his former distributor, stole from him and collected 70% of his earnings.
