Ghanaian musician Flowking Stone, whose real name is Kwaku Nsia Boama, has expressed concerns over the increasing difficulty of promoting music in Ghana compared to previous years.
In a recent interview on 3FM Drive with Giovani Caleb, the rapper highlighted significant changes in the music industry that have intensified promotional challenges for artists.
Flowking Stone explained that, in the past, music producers were primarily responsible for financing and managing the promotion of artists’ work.
This included paying for radio slots, compensating DJs, and handling other promotional activities.
However, with the rise of the internet and the decline in CD sales, the dynamics of music promotion have shifted dramatically.
“The advent of the internet disrupted traditional revenue streams for musicians.
As CD sales plummeted, many producers focused on other ventures, such as the booming Kumawood film industry.
This shift left artists to navigate the complexities of promotion on their own, often with limited financial resources,” Flowking Stone said.
He noted that the shift towards self-promotion has led to a rise in “Indie artists,” who must manage and fund their promotional efforts.
This includes costs for hiring dancers, purchasing advertising on radio, TV, and digital platforms, and engaging with social media channels.
The rapper pointed out that producers took care of these expenses earlier, allowing artists to focus solely on their craft.
“Now, with platforms like TikTok and Facebook, while there are new opportunities, there are also new costs.
Facebook, for instance, limits the reach of posts unless you pay for advertising.
TikTok, too, has become increasingly expensive, and without substantial financial backing, artists struggle to gain visibility,” he explained.
Despite these challenges, Flowking Stone continues to push forward with his career. He is promoting his latest album, Decision, which collaborates with artists such as King Paluta, Mr Drew, and Morphty.
The album, released last year while in the UK, reflects his ongoing efforts to navigate the evolving music industry landscape.
