Rapper Zlatan Ibile has revealed why he is hesitant to invest in emerging musicians, blaming the steep rise in promotion costs that now dominate the music industry.
Speaking on the Afrobeats Podcast, the 'Shaku Shaku' crooner contrasted the current climate with the earlier days of the industry, when budgets were more manageable and investors: even those not involved in music: were willing to support young talent.
"When the marketing budget wasn't serious, you still get people that are not into music but invest in labels and help young artistes," he said.