The Ghanaian singer-songwriter Sefa has brought attention to the financial struggles that Ghanaian musicians endure, highlighting the low income that comes from music.
Considering this, she recommended that musicians who are major promoters of songs on TikTok and other platforms think about reducing their fees.
Sefa claims that social media, specifically TikTok, has become a significant platform for song promotion in Ghana these days, with influential people playing a crucial part in causing their music to become viral.
“Yes, that is the new social media. If you compare TikTok to the social media we had in the past, the interaction is higher. Since you want to promote your music constantly as a creative, there’s no harm in giving it a shot.
The signee of Black Avenue Muzik asserted that they continuously compensate the influencers for music promotion.
“We always pay influencers money to promote our songs, and while marketing certainly helps, there are many other factors that also play a part in making a song a hit. You can pay 100 influencers and still have a song not become a hit; it’s just a small part of the creative process.
She went on, “The influencers demand a lot of money—20,000, 30,000, or 40,000 Cedis—and it seems like you’re paying for their services because that’s how they make money and eat, too. The entertainment industry employs a variety of people, including musicians, dancers, and influencers.
Sefa begged the influencers to lower their fees to a fair level because Ghanaian music isn’t very lucrative.
“I believe they can take action regarding the prices, as music in Ghana is not as lucrative as it is outside; they ought to lower the rates,” she continued.
Her appeal is a reflection of the larger struggles that Ghanaian musicians have, as the income from music is thought to be insignificant in comparison to the expenses of launching and maintaining a musical career.
