Ubi Franklin: Music Is The Riskiest Business I’ve Ever Done

Music executive Ubi Franklin has described the music industry as one of the most financially risky ventures he has undertaken, warning that huge investments in music promotion do not necessarily guarantee returns.

According to him, releasing a song is only the first step, as significant financial resources are often required to promote the project, maintain public interest and ensure it remains competitive on music charts.

He noted that even when a song gains significant traction on platforms such as TikTok, additional spending may still be necessary to sustain its popularity and keep it visible to listeners.

Franklin also highlighted the rapidly changing tastes of music consumers as another major challenge facing artistes and investors. He explained that a song enjoying widespread attention today could quickly lose relevance as audiences move on to newer releases.

The music executive stressed that the substantial amount spent on promotion does not guarantee that investors will recover their money, making the industry particularly unpredictable.

According to Ireporter Online, Franklin said the financial risks involved in producing and promoting music make the business different from ventures where returns can be more easily projected.

“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,” he said.