Mophty Cries Bitterly About The Exorbitant Cost And Low Impact Of GH Influencers: "Hard Truth"
- Mophty has opened up about the struggles some musicians face in engaging influencers to help promote their music
- The youngster complained about the dynamics of artists creating content versus outsourcing this to influencers
- Amid an online debate, YEN.com.gh spoke to entertainment analyst Yaw Boadu-Ayeboafoh about Mophty's view
Music promotion has significantly evolved with the skyrocketing rate of digital disruption worldwide.
Viral marketing has helped propel the rise of several songs and artistes and has become a key part of the growth of the Afrobeats genre.
While artists like King Promise and others have viral music marketing success stories, others continue to seek a fair share of the funds they continually throw at influencers.
Source: Instagram
Ghanaian musician Mophty has weighed in on the trend of artists paying lots of money to influencers and getting comparatively little in return.
The musician gained the limelight through a viral strategy after he was featured in the Mr Drew case.
In a recent interview, Mophty shared his experience with influencers sharing his ordeals. He opened up about the dynamics of artistes creating content compared to contracting influencers.
"When you pay them, and they post your sound, it doesn't even go. When they post their sounds, it moves."
The musician who recently earned a nomination with 3MusicAwards recounted a similar experience from his colleague YPee.
Speaking to YEN.com.gh, entertainment analyst Yaw Boadu-Ayeboafoh weighed in on Mohpty's concerns, saying:
"Influencers are now taste makers now and we can all agree it has become expensive especially if you want the top-shelf. It doesn't always work but those who patiently go through the mill reap the benefits as compared those who are desperate for their songs to trend"
Fans react to Mophty's remarks about influencers
YEN.com.gh gathered a few comments from fans in reaction to Mophty's frustrations with influencers.
🫥The landlord 🇬🇭🫶🏾🏡 said:
"Yeah the influencers are promoting Nigerian songs for free and charge Ghana artists"
Jakpa Clan Vocals wrote:
"most of the TikTokers boost their videos they don't have real fans"
💙Kwasi_Jay💙 noted:
"Hmmm is all we can say"
Keche bashes King Paluta over promotion
Earlier, YEN.com.gh reported that Keche Joshua had opened up about how his relationship with King Paluta had suffered after their collaboration.
He called King Paluta an arrogant 'one or two-hit wonder' and narrated how the Makoma hitmaker refused several efforts to unite to hype the song.
Proofread by Bruce Douglas, senior copy editor at YEN.com.gh
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Source: YEN.com.gh
Peter Ansah (Entertainment Editor) Ansah Peter is an entertainment editor at YEN.com.gh. He studied Development Planning at the Kwame Nkrumah University of Science and Technology, graduating in 2018. His professional career in entertainment journalism dates eight years back as a showbiz and arts blogger for the now-defunct motionhypegh.net, continuing to Muse Media Networks, acting as the editorial manager for the network's flagship multimedia platforms. He has also managed several PR roles with top clients, including Afro Nation Ghana and Morgan Heritage. You can reach him at peter.ansah@yen.com.gh
Yaw Boadu-Ayeboafoh (Music Executive) Yaw Boadu-Ayeboafoh is an experienced Music Executive with over a decade of experience in the Music Industry. He is also a media personality with production and on-air experience on Television and Radio. He has worked with 3x Grammy-winning Reggae group Morgan Heritage, Mr Drew, King Paluta, Renner, Kwesi Valley, Ugandan star Azawi, and many others. NYB, as he is referred to in some quarters, is also an event producer and talent manager associated with events such as AfroNation Ghana and Guinness Accravaganza.
