On March 5, 2025, Mr. Fido saw the ire of Nigerian music fans and marketing professionals after claiming music marketers did little in his success.


In his post on the microblogging platform, Fido claimed that music marketers act as if they are helping him while it's the other way around. He further added that these marketers make artists feel that, without them, they are nothing.

"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. My brothers and sisters open your eyes and be wise, the day you show to them they you know what you’re doing they turn your enemies and they paint you bad out there. #shineyoureyes," the singer said in Pidgin English.

The post has attracted criticism from fans, music marketing professionals, and executives alike, who consider it to not only be disrespectful but also false, considering the role these marketers played in his success.

Fido, who broke into the mainstream after his single 'Awolowo' went viral, was described as "ungrateful" and "ignorant" for downplaying the role his marketer Cidar Africa played in his success.


Observers also pointed out that Fido's attempt to release music with a different company failed. This comment refers to the release of his follow-up track, 'Mr. Lover,' and the remix 'Awolowo' featuring Kapo were both released under Heatwave Records.


The failure of these records forced the singer to return to Cidar Africa, which marketed his last single, 'Joy Is Coming,' which is his biggest hit yet.


Fido's comment has revived the issue that industry professionals describe as a fatal flaw of artists who achieve fame only to turn around and discredit the team who played a vital role in their success.