Ghanaian singer-songwriter Sefa has drawn attention to the financial difficulties that Ghanaian musicians face, stressing that the country’s music industry does not bring in a large amount of money.
Considering this, she recommended that influencers who are major promoters of songs on TikTok and other platforms think about cutting 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 role in causing their music to go viral.
“Yes, that is the new social media now. If you compare TikTok to the social media we used to have, the engagement there is higher than what we used to have, and as a creative, you want to always push yourself”. The Black Avenue Muzik signee claimed they constantly pay the influencers to promote their music.
She continued, “The influencers take a lot of money: 20,000 cedis, 30,000 cedis, and 40,000 cedis, and it’s more like you’re asking or paying for their services, and they can’t do it for free because that is how they also eat; that’s how they make money, and the entertainment sector consists of various kinds: music, dancers, and influencers, so that’s how they also eat.
Sefa implored the influencers to lower their fees to a manageable level because Ghanaian music isn’t very lucrative.
“I think they can do something about the prices because music in Ghana does not pay as compared to outside; they should reduce the prices,” she added.
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.
Source: Ghana/MaxTV/MaxFM/max.com.gh/Belinda Quansah