Ghanaian gospel musician Christiana Twene, popularly known as Obaapa Christy, has opened up about the increasing pressure musicians face in promoting their works, saying the industry has become more demanding compared to previous years.

The celebrated gospel singer explained that the growth of digital platforms and the expansion of traditional media have changed the way artistes market their songs, making it harder to capture and maintain public attention.

According to Obaapa Christy, music promotion was less complicated in the past because audiences depended mainly on a few radio and television stations, allowing musicians to reach a wider audience through limited media engagements.

“Back then, if you take Accra for instance, there were only about seven radio and television stations in total, so promoting music wasn’t as stressful. People were also not glued to their phones like they are today. Most people’s attention was focused on radio. Now, people’s attention is divided, and with the huge number of radio and television stations, promotion has become much more challenging. Promotion is one of the biggest stresses we face as musicians, but it’s something we still have to do,” she said.

The “Moving Forward” hitmaker added that social media has introduced new pressures for entertainers, including the expectation to constantly maintain a fresh public image.

She noted that unlike previous years when artistes could repeat outfits without attracting attention, today’s digital environment makes every appearance easily accessible to the public, creating additional pressure on musicians.

“These days, everywhere I go, I have to change my outfit. Back in the day, you could wear the same dress to an interview and perform in it abroad, without anyone noticing because social media wasn’t really a thing. But now, by the time we’re speaking, videos of your appearance are already circulating around the world. If people see you wearing the same outfit to another event, they’ll start calling you all sorts of names,” she added.

Obaapa Christy’s comments highlight the transformation of Ghana’s music industry, where artistes must now combine talent with strong digital presence, branding and constant engagement to remain relevant in an increasingly competitive space.

Watch the interview here:

@ikedeblogger Promotion is becoming more expensive nowadays, but investing in quality promotion is still one of the best ways to reach a wider audience and grow your brand.” — @Obaapa Adwoa Christy ♬ original sound – 🅸🅺🅴 🅳🅴 🅱🅻🅾🅶🅶🅴🆁

Source: Yvonne Nyarko Agyemang