The host of New Day on Rainbow Radio 92.4FM in the United Kingdom has asked Ghanaian musicians who travel to the UK to promote their music to quit preferring the BBC and other foreign-based radio stations while ignoring Ghanaian-owned stations.
The acclaimed media personality stated that one of the key concerns she has found is that the majority of musicians that visit the UK for promotions overlook Ghanaian-owned stations in favour of the BBC and other British-owned media outlets.
Adwoa Saah said that she is always available to help Ghanaian musicians with their promotions; nevertheless, one thing she has uncovered that she believes is not good is the musicians’ taste in foreign media.
She has therefore advised Ghanaian musicians to take note of this and prioritise the Ghanaian-owned and African stations since that will give them much more leverage in reaching Ghanaians living there.
“Most of the artistes that come to the UK first want to go to the BBC; they want to go to British-owned TV or radio stations to do promotions. I’ve got nothing against that. If that is what makes you happy, by all means go for it. But I am here to tell you that that is not your market. The BBC should not be your priority if you are coming to the UK to do your promotion because the people that will come and buy your tickets are not the everyday Brits that we live here with. They are the everyday Ghanaians who have travelled abroad in search of greener pastures, who’ve missed your songs, who have heard of you, who know about how creative you are, the ones who will come and patronise your tickets to come to your concerts. And if your crafts travel from the shores of Ghana into other places and other countries, it is the people from Ghana who are here who will promote them.”
She suggested that UK-based Ghanaians are the ones who promote Ghanaian songs, recommend them to friends, and encourage them to attend concerts.
She noted that if Ghanaian musicians ignore these critical points and shorn the local stations operated by Ghanaians, then it will not be prudent.
Adwoa Saah maintained that the UK citizens don’t care about the Ghanaian musicians and their brands, and even when they go to their stations for interviews, they don’t even post them on their social media platforms because, to them, they are doing you a favour.
So for me, I am thinking that it is an error for Ghanaian musicians to prioritise the BBC and other British-owned stations, she added.
She emphasized the importance of Ghanaian musicians utilizing all existing local stations to promote their activities and reach the Ghanaian community before considering the foreign ones.
“If Ghanaians don’t purchase your tickets, your show will flop. If you ignore the stations that the Ghanaian community listens to and choose foreign media and think they will support you, then you will regret it. This is the gospel truth. The Whites don’t care about you or your brand. They even think your presence on their platforms will reduce their ratings because their core listeners don’t know you. Look for your people while promoting your shows, or we will keep complaining that whenever our musicians come to the UK to organise shows, they don’t succeed or the shows flop.”
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By: Rainbowradioonline.com/Ghana
