Many Ghanaian artistes don't promote themselves internationally - George Britton

Renowned Ghanaian artiste manager and event organiser, George Britton, has lamented the lack of efforts by many Ghanaian artistes to promote their crafts internationally.

In an interview with colleague artiste manager, Sammy Flex, George Britton stated that many artistes only do very little promotion for projects hosted in other countries, especially the UK.

He urged Ghanaian artistes to familiarise themselves with the local environment and people in key markets like London, which he described as the hub of Afrobeat music, to effectively promote their music.

“Our artistes come here, and they don't do promotion. They just come here, go for one interview for the show they came for, and that's done.

“No, it's not done that way. You know, people actually come and live here and stay here in London; familiarise yourself with that environment - the people,” he said.

According to Britton, intentional and sustained efforts are necessary to not only elevate the artistes, but also to enhance the global perception of Ghanaian music.

He pointed out that Nigerian artistes have successfully changed perceptions about their country through music, thanks to significant investments in promotion.

“We need to be very intentional about saying, 'Okay, we have to make our artistes big, and not just the artistes but the name Ghana big here.'

“Nigeria has a different perception now. People have different positions about Nigeria because of the music,” he explained.

Britton, however, noted that financial resources are required for effective promotion, as seen with Nigerian artistes who secure large deals from labels willing to invest millions in promoting a song.

“It's going to cost you a lot of money to do promotion here because investors are coming. If you want to do the same, put in money.

“And these guys have been able to secure big deals from the labels, where the label doesn't care to put a million dollars or a million pounds into promoting a song. So, we will have to make it very intentional,” he added.

Watch the full interview below:

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