GSB DEBATE: Is social media the best way for Ghanaian artistes to 'blow'?
The role of social media in the success of Ghanaian artistes remains a hot topic, with industry players and music lovers debating its effectiveness as the ultimate tool for breaking into the limelight.
While some argue that social media provides unmatched visibility and direct access to fans, others believe that traditional platforms such as radio, TV, and live performances still play a crucial role in an artiste’s success.
This week, Graphic Showbiz sought views from some individuals from various backgrounds who shared their shared thoughts on the topic. While some, like Abigail and James, emphasised the importance of live performances and industry connections, others, such as Grace and Richard, insisted that a strong digital presence is key to reaching global audiences.
Hannah highlighted the power of social media in securing international collaborations, while Marley warned that online virality alone is not enough if the music lacks quality and staying power.
Here's their take!!!
Abigail , Worker
ALTHOUGH social media is powerful, I don’t think it is the ultimate tool for Ghanaian artistes to blow. While it helps build a fanbase and get music out there, live performances and tours are just as important. Performing in front of real people creates a deeper connection and builds loyal fans. Plus, shows and tours bring in money, which is something social media alone can’t always do. So, while I see social media as a powerful tool, I believe artistes need a balance of both to truly succeed.
Bonsu, Worker
RADIO, TV, and local support still play a big role in helping Ghanaian artistes blow. I’ve seen how DJs, street promotions, and community events make songs popular before they even trend online. You see, not everyone is on social media, especially older fans who rely on traditional media to discover new music. So if an artiste focuses on just social media, they might miss out on a big audience. That’s why I believe real success comes from a blend of both online and traditional media.
Elizabeth, Worker
SOCIAL media is the most ideal way for our musicians to make it here and globally. First of all, it is a cheaper way for artistes to promote music compared to traditional marketing. It helps target the right audience, connect with fans, and track progress through analytics. With these tools, an artiste can see what works, make changes, and reach more people without spending too much.
Grace , Worker
THERE’S no denying that social media has changed the game for artistes. I see it as a very powerful tool for gaining visibility, building a fanbase, and promoting music. In Ghana, where the industry is highly competitive, social media alone can make all the difference for emerging artistes. Platforms such as Instagram, Facebook, and X give artistes the chance to connect directly with fans, share their journeys, and grow their audience without needing a major record label. I believe it’s not just about posting music it’s about engaging with people, creating a community, and staying relevant. The more active an artiste is online, the greater their chances of reaching new listeners and taking their career to the next level.
Hannah, Worker
YES, it is a very powerful platform. Social media handles have global reach. It allows our musicians to connect with fans and industry professionals worldwide which potentially lead to international collaborations and opportunities. This global exposure can also lead to increased streaming numbers, album sales, and touring opportunities, further amplifying their careers and putting Ghanaian music on the map. So I believe social media is the ultimate tool for Ghanaian acts to blow.
James , Worker
NO, social media alone isn’t the best way for Ghanaian artistes to hit the limelight and make their songs popular. Social media helps with visibility, but real success comes from more than just being online. Building connections in the industry is key, working with the right people can open big opportunities. Good music and consistency also matter because no amount of online hype will last if the music isn’t great. Live performances and radio play still play a huge role in Ghana. Many hit songs blow through DJs, clubs, and events before they even trend online. So while social media is important, I see it as just one part of the bigger picture. Real success comes from a mix of talent, connections, and hard work.
Marley, Worker
IT is a big NO for me because talent and good music matter more than just social media presence. I’ve seen our musicians go viral online but fade away quickly because their music didn’t connect with people. For me, to truly blow up, an artist needs quality songs, consistency, and a unique sound that keeps fans coming back. Social media helps with exposure, but without great music, it’s hard to stay relevant.
Richard, Worker
I BELIEVE social media is the best way for Ghanaian musicians to be popular because industry professionals such as talent scouts, record labels, and booking agents use it to discover new talents. Having a strong online presence makes it easier for our acts to get noticed, gain more fans, and even land record deals or big gigs. I’ve seen how social media helps artistes reach global audiences, making it possible for their music to go beyond Ghana. It’s not just about posting content it’s about being consistent, engaging with fans, and making sure the right people see their work. In today’s music industry, having a strong digital presence can open big opportunities.
