'Promoting music has become stressful these days' – Obaapa Christy

Obaapa Christy, has lamented that music promotion is now more stressful than it was in the past.

The gospel musician had attributed the change to the rapid growth of traditional and social media platforms.

Speaking in an interview with Nana Romeo on Okay FM, the gospel singer explained that years ago, promoting music was much easier because there were only a handful of radio and television stations.

At the time, she said, social media had not become part of everyday life, so audiences were largely focused on traditional media, making it easier for musicians to reach listeners through a few media appearances.

According to her, the current media landscape is very different.

With the proliferation of radio and television stations, coupled with the dominance of social media, people’s attention is now spread across multiple platforms, making music promotion much more demanding.

'The gospel industry is doing well, God is at work' - Obaapa Christy

“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.

Obaapa Christy also noted that the rise of social media has created new expectations for public appearances, including the pressure to wear different outfits at every event or interview.

She explained that in the past, musicians could comfortably wear the same outfit to different engagements without anyone noticing.

Today, however, photos and videos from every appearance are instantly shared online, making repeated outfits more noticeable and often attracting criticism.

“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.

@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 - 🅸🅺🅴 🅳🅴 🅱🅻🅾🅶🅶🅴🆁