For emerging musicians, releasing music and building a fanbase are only part of the journey. Getting audiences to pay to see them perform at their own shows presents another challenge, particularly given the high cost of promotion, production and event organisation.
Emerging musician Jay Nice knows this challenge, identifying sponsorship as one of the biggest hurdles facing artistes who want to organise their own concerts.
As he prepares to stage Jay Nice Unplugged on Saturday, October 31, the musician hopes to bring his fans together for an experience that also marks his return to organising his own event after a two-year break.
“Preparations for an event are always tough. My biggest challenge has been securing good sponsors who can support the programme and help make it a success”.
“Mounting an event requires a lot of resources, and having the right sponsors on board is important to delivering the kind of experience I want for the audience,” he told Graphic Showbiz on Sunday, October 18.
His experience highlights one of the difficulties emerging artistes face when attempting to headline concerts. Beyond attracting fans, they must secure the funds to cover production, publicity and other logistical expenses while convincing audiences that their shows are worth attending.
Jay Nice also pointed to the cost of promoting music in Ghana, saying radio airplay and publicity can put considerable pressure on artistes’ finances.
“Despite the fact that musicians mostly have to pay before their music gets played, there are some key people in this industry who will genuinely show you love and support just because your music is good.”
“But the system will definitely drain your budget. Music is an expensive job,” he said.
For artistes still building their profiles, the challenge can be particularly daunting. Organising a concert requires significant investment, but attracting sponsors and audiences may depend on the visibility and following an artiste has already built. This can make it difficult for emerging musicians to create the very platforms they need to grow their brands.
Jay Nice, however, believes there is room for more artistes to succeed in the industry. He has encouraged musicians to focus on developing their individual strengths rather than viewing the business as a competition.
“Yes, Ghana has many talents and new ones keep emerging, but this industry is not a competition. The top is too broad for only one star to shine. We all have our parts to play, and all the stars can shine at the same time,” he said.
He described himself as a growing artiste and event organiser working towards a bigger and more impactful career. He believes consistency and authenticity are essential to building a distinctive identity in the industry.
“I perform on shows when I'm booked, and I organise my own events from time to time to engage my fans. My position in this industry is a growing artiste and an event organiser looking forward to a bigger, impactful career. Consistency, staying authentic and true to your brand, is what will make you stand out,” he stated.
His upcoming concert follows a two-year period during which he stepped away from organising his own events to concentrate on rebranding and refining his sound.
