The role of social media in the success of Ghanaian artistes continues to spark debate among industry insiders and music lovers. While some argue that it provides unparalleled visibility and a direct connection to fans, others believe that traditional media—such as radio, TV, and live performances—still play a crucial role in an artiste’s breakthrough.
This week, Graphic Showbiz gathered opinions from individuals with diverse perspectives. Some, like Abigail and James, stressed the importance of live performances and industry connections, while Grace and Richard emphasized that a strong digital presence is essential for reaching a global audience.
Hannah highlighted social media’s role in securing international collaborations, while Marley warned that online virality alone isn’t enough if the music lacks quality and longevity.
What They Had to Say:
✅ Abigail, Worker
“Social media is powerful, but it’s not the ultimate tool for Ghanaian artistes to succeed. While it helps build a fanbase, live performances and tours create a deeper connection with audiences and bring in revenue. Artistes need a balance of both to truly thrive.”
✅ Bonsu, Worker
“Traditional media like radio, TV, and street promotions still play a big role. Not everyone is on social media, and older fans rely on traditional platforms to discover new music. A blend of both online and offline promotion is key to long-term success.”
✅ Elizabeth, Worker
“Social media is the best way for our musicians to gain recognition both locally and globally. It’s a cheaper and more effective marketing tool, allowing artistes to target the right audience, track progress, and engage with fans without heavy costs.”
✅ Grace, Worker
“Social media has revolutionized the music industry. It gives artistes direct access to their audience, helping them grow a fanbase without a major record label. However, it’s not just about posting music—it’s about engagement, consistency, and building a community.”
✅ Hannah, Worker
“Social media provides global exposure, making it easier for Ghanaian artistes to collaborate internationally, increase streaming numbers, and secure touring opportunities. This is why I believe it is the ultimate tool for success.”
✅ James, Worker
“Social media alone isn’t enough. Success in the industry comes from networking, working with the right people, and having good music. DJs, clubs, and radio still play a huge role in making songs popular before they trend online.”
✅ Marley, Worker
“No matter how much an artiste goes viral, if the music isn’t good, they won’t last. Talent, consistency, and unique sound are what truly matter. Social media helps with exposure, but real success comes from quality music.”
✅ Richard, Worker
“A strong online presence makes it easier for industry professionals, record labels, and talent scouts to discover new artistes. Social media can open doors to global opportunities, but consistency and engagement are key.”
Final Thoughts
While social media has undoubtedly transformed the Ghanaian music industry, opinions remain divided on whether it is the ultimate tool for success. Many agree that a combination of online and traditional media strategies is necessary for artistes to gain lasting r
