Ace Nigerian music producer Osabuohien Osaretin, popularly known as Sarz, has shed light on the financial challenges of the Nigerian music industry, revealing that streams from local audiences generate far less income than streams from Western countries, despite similar promotional costs.
Speaking on a recent episode of the Afropolitan podcast, Sarz explained that a million streams in the United States can earn an artist or producer between $3,000 and $5,000, while the same number of streams in Nigeria typically generates just $300 to $500. He attributed the disparity to economic differences, noting that Western audiences are more able to pay for premium streaming subscriptions.
“Nigerians love music and want to support it, but many simply don’t have the resources for premium subscriptions,” Sarz said. “As a producer, in Nigeria, I haven’t received any residual income from my local streams. We rely heavily on the advances artists pay us for beats.”
The veteran producer described how the rise of Afrobeats on the global stage has changed the dynamics, but stressed that working behind the scenes in Nigeria often requires adaptability and diversification. “For a long time, until Afrobeats became global, you’re at the mercy of the artists. If they feel like you’re important enough to be compensated more after paying for a beat, that’s what helps you earn a living,” he noted.
Sarz recounted how he expanded his career beyond production, exploring music creation, DJing, collaborative albums, and artist signings. “You just can’t be someone behind the music and only do that here. You have to do more to make things work,” he explained.
Addressing the broader state of the industry, Sarz said, “We’re waiting for the economy to improve so other things can start improving. People are streaming music, but many can’t afford it. And how do we empower them? That’s back to the government. We’re just waiting for the economy to get better.”
Despite these challenges, Sarz acknowledged positive developments as Afrobeats continues to gain global recognition. “It’s better now than before. There’s a big market for Afrobeats outside Africa, so the situation has improved compared to the past,” he said.