Volta Region-based musician Kenkubii believes free music performances and full concert footage on social media are making it harder for artistes and event organisers to draw crowds to live shows.
He noted fans can now watch performances on their phones without paying for a ticket, which means organisers have to offer far more to get people out of their homes.
"People can now watch performances and full concerts on their phones for free, so it takes a lot more to convince them to buy a ticket and come out.
"Fans have become used to getting entertainment from the comfort of their homes. Artistes and organisers must work harder to give people a reason to attend," he said in an interview with the Graphic Showbiz on Sunday, October 11.
Kenkubii added that while Ghanaians still love entertainment, the rising cost of living is also hurting attendance.
"Ghanaians still love entertainment, but with the rising cost of living, they are more careful about how they spend their money.
"People now want an experience worth leaving their homes and spending their money on. It is no longer enough to organise a show because popular artistes are performing. Organisers must give fans a very good reason to come out and feel their money is well spent," he said.
He also pointed to the high cost of staging concerts and the difficulty of finding sponsors.
"The economy is hard, so sponsorships are not coming like before and the cost of putting together a quality show is very high.
“Spending on venues, sound, lighting, promotion and other logistics makes adequate financial support crucial to staging a successful event”, he added.
For Kenkubii, the problem goes beyond the economy. He believes the industry must also respond to changing audience expectations and that artistes need to offer something fans cannot get online, such as energetic performances, quality production and a stronger connection with the audience.
"Fans will still pay, but only for value. We have trained them to expect everything for free online, so if you want them to pay to see you live, you must give them what they cannot get on their phones.
"It has to be an experience that makes them feel their money is worth spending, whether through the quality of the performance, the energy on stage or the connection they have with the artiste.
"Artistes must understand that getting people to buy tickets requires more than just being popular online. You have to give them a reason to leave their homes, spend their money and feel satisfied with the experience," he stressed.
Born Komlaga Justice Komla, Kenkubii is known for his Borborbor Fusion sound. His songs include Believe and Mɔzɔlawo (Travellers), released in September 2026.
