Nigerian rapper Zlatan Ibile has sparked a timely conversation about the realities of the entertainment business, urging up-and-coming artists to factor in mental health support alongside their marketing budgets.
The Zanku Records boss took to his social media page on Thursday, where he cautioned rising stars and their sponsors about the emotional weight of the music industry. Zlatan noted that success often comes with unexpected psychological pressures, and artists should prepare by setting aside money for professional therapy.
In his post on X, he wrote, “If you get brother or sister wey be fast-rising artist and you believe say he or she go blow, as una dey keep money for marketing and promo, make una dey keep therapist money for one side too cos lol!!!”
Zlatan’s advice highlights an increasingly important issue in the Nigerian music scene: mental health management as a business necessity. While artists often focus heavily on branding, marketing, and promotion, the psychological strain of fame, criticism, and industry competition can derail careers without proper support.
Over the years, several Nigerian musicians have spoken openly about struggling with depression. In 2022, singer Omah Lay revealed that his depression worsened after personal struggles involving his therapist, further emphasizing how complex and delicate mental health can be in the entertainment space.
Industry observers note that Zlatan’s comment reflects a growing awareness of the hidden costs of fame. For labels, managers, and investors, allocating part of an artist’s budget to mental health services could become just as critical as studio time and promotion.
By reframing therapy as a business investment rather than a luxury, Zlatan may have set the tone for how Nigeria’s music industry will approach artist welfare moving forward.
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