Nigerian soul singer and songwriter Chike has opened up on why he has refused to release singles at intervals.
In a recent chat with Dadaboy Ehiz on Apple Music 1, the singer said he has toned down on being an artist and embraced music from an executive perspective.
“I have toned down being an artist, and look at it from an executive perspective. The way music is here, it’s expensive – whether you’re pushing singles or projects, a lot of money is going to go down. I have been independent for the longest – you know I have my team, I have my people who handle management but I’m basically independent – and with singles, it’s still going to be money spent and you just don’t know for sure what the market wants to listen to.
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“So, if I’m going to spend $50,000 in pushing an album, I’m better spending on doing that than $20,000 on trying out different singles that just might not work. I mean as an artist it works for me, don’t get me wrong, but then I’m not the one who’s going to consume the music. It’s more of an executive decision,” he said.
Chike first attracted fame when he participated in Project Fame West Africa, after which he participated in Season one of The Voice Nigeria where he finished second.