By Victoria Ige
It’s still early to tell whether 2face’s radical decision to issue his new CD ‘The Unstoppable Int’L Edition’ at N1000 recommended retail price is working or not.
But while the critics are waiting and watching, eager to see if 2face – who’s regarded as the leader of this present generation of artistes- will score another first, or burn his fingers, the musician’s colleauges are giving him thumbs up and borrowing a leaf from his bold step.
Encouraged by his mangement company Now Muzik (led by Efe Omorogbe and Tony ‘Don T’ Anifite), Idibia reissued his Unstoppable album last May, with a pricing that shocked many. For nearly a decade, CDs in Nigeria have been sold at about N45 wholesale price, and anything from N100 to N150 on retail. The CDs are produced cheaply, and packaged in poor quality carton jackets. All over the world, CDs are presented in Jewel casings, with multi-page sleeves containing album notes, lyrics and credits. And, Idibia, who’s eyeing an international break, and hoping to move his career to the next level, was determined to dare the marketers; dare the pirates, the conservatives – dare all market forces.
So, when ‘The Unstoppable Int’l Edition’ was released on May 21, it came in Jewel boxes, with a mini booklet and multimedia options. The CDs were made in South Africa, and sold for a minimum of N1000.
To some, Idibia had shot himself in the foot – especially seeing that his last album was not exactly a commercial success. But to others, especially those who can’t wait for the music system in Nigeria to be overhauled, the move by Mr Idibia and his team, is timely, daring, and worthy of emulation.
Omorogbe, who has been at the forefront of recent changes in Nigeria’s copyright system and collective rights administration, says apart from settling the issue of inappropriate pricing once-and-for-all, the move will also curb piracy and restore value to the quality of talent contained in individual CDs.
Not surprisingly, Idibia’s colleauges are praising him already, and promising to jack up their CD prices to a thousand bucks. Rapper Ruggedman, who drops his pre-retirement album in a few weeks, told his friends last week he’s following Idibia’s lead. And he’s not the only one. Industry sources have told us reliably, that Omotola, Sunny Neji and TWO , who all have albums pencilled for next quarter, have instructed their managers to follow the new pricing system.
‘It’s just a matter of time. More people will follow, especially with the kind of success 2face’s album is recording’ Anifite tells us in a brief chat.
And, with Yes Records (who’s distributing ‘The Unstoppable Int’l Edition) and Soforte Entertainment solidifying and expanding their national distribution networks, it wont be long before piracy-haven Alaba -which, expectedly, is frowning at the new possible pricing regime – becomes history (if the guys there don’t quickly align, that is).
24 comments
Hmmm… Time only will tell if we'll be reverting later or not. But i urge all involved in the new pricing on. It will be good for the industry. We only plead that they give us quality materials in return. It doesn't hurt at all when a N150 CD is crap but the feeling will be different for a CD bought for N1000.
Its a welcome development.Atleast nt only football talents will b getin paid.
Weldon 2face ..his d leada of our pak and i wil folow smday .bt first mak i enta
Hmmm… all are well 2face you are all wellcome.
Good one 2face. I like the move you just made and i hope other artistes will emulate you and bring more dignity to the Nigerian music industry. More thumbs up
nice one naija…. http://www.twitter.com/sexyedoboy
2baba abeg tink am twic,cuz i no fit aford 2 no hear dat album.
Interesting…
What i know is, it'll work for some and will not for others. It all depends on your commercial appeal. 2face's got that, i'm not sure all the other artistes you mention in this article has that.
sir liu very good point there. imagine omotola sellin her cd 1000 bucks!! lets just c if it wud wok 4 2face 1st. coz nigerians naturaly dont buy cds (even at 150)
I no fit buy it,olorun maje.E sure me pa say i go see d disk 4 alaba at d rate of N75.
its bullshit….wat are dey trying to insinuate dat dey aint doing it for da masses ?
2baba,considering the pockets of your fans that are so passionate to listen to your new album but can't afford it,its not a thoughtful idea selling it so costly. It's quite understandable that you are trying to build a standard in the industry and for your self, but you still have to be considerate,ok? 2baba no lele
dapada joo…like CEO….
grow up people whats all this talk about consider your fans mscheew!!! this is why piracy rules coz some of yall think they are on your side but they are just hooligans looking to make a quick buck of someone else’s hardwork and talent. please all of you that are complaining go and nod bullet if d thing is paining you
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to those who say its bullshit, yh right…here in the U.S cd’s are nothing less than $15 convert that to Naira and see you guys are just cheating all this artistes.
It wnt work
i wouldn't mind paying that much as long as it works, i have bought so many cds play them one or two times and it's ready for disposal. some don't even bother to play at all. i call it a big waste of money.
i know a company that works on protecting cds and they did it for their product Transolve usb drive scanner check out http://www.transolveltd.com, its a product that scanners your usb drive to remove virus its sold for N2000 a year, the company’s protection technology means that this work cant be pirated, trust me when i say people have tried. They even provide an online download if want to try your hands at hacking it.
unfortunately piracy its two player game the pirate and the buyer. both knowing well in most cases that the work is pirated. now what tuface has done is make sure there is no deniability by the buyer.
however there are still some buyer that will buy the pirated version or pirate the work themselves. these means the artist has to offer more than just music on their N1000 prices tag.
any artist looking for how to make this price tag work for them should contact this company http://www.transolveltd.com.
why can't u sell ur album at the minimum of 500 naira
all my guy come and meet me say ur album too cost
make I tell u my favourites musician to reduce ur prices
I beg oooo!!!!!!!!!!!!!!!!!!
2Baba…u too much! but abeg make you also consider those poor fans wa no go fit aford to buy ur cd for 1k, abeg since na message you dey pass to us, just leave am for at list 2h, make your good work continue….U are the highest and richest, ur money dey smell, e no easy 2 baba..blessed love
regarding along with you or maybe you can find it within your coronary heart to sincerely
9ice idea,2baba.but i tink it wuld only reduce sales returns.cos guys prefare downloadin musics in their phones these days.