The recent discussion in Showbiz sector has been how influential TikTok has become for music promotion in Ghana.
Kofi Kinaata has become the latest person to add his voice to the discussion. Although he supports the use of TikTok as a medium to promote songs, Kofi Kinaata believes its relevance might be threatened by the influencers who use the songs to make themselves popular instead of promoting them.
Kofi Kinaata explained that “no one should get me wrong. TikTok is not a bad place to promote one’s songs. We are in the digital age from which has come TikTok, a platform which is effective in pushing the works of musicians.”
“I think TikTok influencers are, however, not helping the purpose of the platform since they promote a song they are paid for. Thus content is not considered often. Setting the agenda for a song to trend rather becomes a priority,” he said.
The ‘Things fall apart’ crooner added that; “Making a hit song is like a fruit. It is not healthy when you force it to ripe. Instead of musicians promoting these songs organically, they turn to ‘short cuts’. They are forced to pay influencers to make their songs trend.”
“And the influencers also do it just for the cash so after a few months when another song is released, they take money to promote it too” Kofi Kinaata told Graphic in an interview which was monitored by The Chronicle.
“My music is very popular on TikTok and it is not because I paid any influencer to make videos for it to trend but ordinary people who appreciate my songs and creativity take up that challenge. When you have an influencer doing about seven videos for a song, it will definitely fly. It’s just like having a radio station play a song over and over again.”
“Eventually, it gets into the heads of people. Even if you don’t like it, you will come to love it because it has been ‘forced’ on you but the danger is that you will quickly grow tired of it,” he stated.
