In the ever-evolving landscape of the music industry, artists are constantly finding new and innovative ways to promote their events and engage with their fans. Ghanaian gospel musician, Empress Gifty, recently expressed her support for the idea of musicians creating promotional videos for events they are booked for, highlighting the significance of adapting to the digital age.
Empress Gifty, renowned for her hit song “Awiey3,” shared her thoughts during an appearance on UTV’s “United Showbiz” on July 29. The talented singer emphasized that embracing the digital era and understanding its dynamics is crucial for artists in today’s world. With the emergence and popularity of various social media platforms such as Facebook, Tiktok, Instagram, and Twitter, marketing events have undergone a transformation, making promotional videos a pertinent strategy for publicizing concerts and gatherings.
In her interview, Empress Gifty pointed out that even within religious circles, the trend of using promotional videos has become prevalent. When an artist is invited to perform at a church event, organizers often request a promotional video to validate the commitment of the artist to the engagement. This video not only serves as a form of assurance but also holds the artist accountable in case of any unforeseen changes in the schedule.
“Even with the church now, if you are invited for a programme and you don’t do a promotional video, they don’t believe you will come for the event unless they see videos to confirm your commitments so that in the event that you don’t come as earlier agreed, they can use the video to hold you accountable,” Empress Gifty stated.
Moreover, she stressed the importance of communicating relevant details through these promotional videos. Apart from confirming the artist’s attendance, the videos can also provide essential information about the event, such as the time, date, and even the number of people accompanying the artist. Clarity in communication can help alleviate unnecessary pressure on artists and ensure smooth cooperation between performers and event organizers.
Empress Gifty believes that when artists adhere to the terms of their contracts and provide promotional videos as agreed, it fosters better understanding and cooperation between all parties involved. By doing so, potential misunderstandings can be minimized, and both artists and organizers can work together seamlessly to create successful events.
The music industry has undoubtedly been revolutionized by the rise of social media and digital platforms, making it essential for artists to stay attuned to the latest marketing trends. Empress Gifty’s support for promotional videos as a means of event promotion is a testament to the evolving landscape of the music world in Ghana and beyond. As artists continue to adapt to these changes and embrace new strategies, they will undoubtedly find exciting and innovative ways to connect with their fans and promote their music on a global scale.
