Ghanaian musician Flowking Stone lamented that promoting music in Ghana has become increasingly challenging. He attributed this to the shift in the music industry’s financial dynamics.
Previously, producers funded music promotion, but with the rise of the internet and decline of CD sales, producers turned to producing movies, leaving artists to self-fund their promotions. This led to the emergence of “Indi artistes” who bear the financial burden of promoting their music.
In an interview with Giovani Caleb on 3FM Drive, Flowking Stone explained that artists now struggle to cover the costs of promotion, including paying dancers, radio, and TV slots, and running digital ads.
Although record labels have re-emerged, the situation remains difficult for most artists who lack the financial resources. The rapper highlighted the irony of social media platforms like TikTok, which offer a lifeline for artists but also charge exorbitant fees for promotion.
Flowking Stone’s experiences reflect the challenges faced by many Ghanaian musicians in the ever-changing music industry landscape.
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