‘Holy’ values blocking gospel events from getting sponsorship —Kingsford Menkah

US-BASED Ghanaian gospel singer, Kingsford Menkah, is calling for industry reality check, revealing sponsorship struggles due to religious-commercial clash.  

While companies were keen to sponsor gospel events because of their large followings, gospel artistes often failed to fulfil their contractual obligations, particularly when the associated promotions clashed with their religious values and beliefs.

In an interview with Graphic Showbiz on Tuesday, July 15, 2025, Menkah pointed out that the persistent trend has been a major contributor to the sponsorship drought of gospel events. 

“It’s almost become a cliché in the gospel music industry that our concerts and events fail to attract sponsorship from corporate entities but that is happening because of our ‘holy’ attitude.

“You don’t expect a company that sells alcohol or condoms to sponsor your event when you fail to promote their products because your religious doctrines, beliefs and values don’t support drinking alcohol or frown on premarital sex or even the use of contraceptives.” 

“Companies aren't charities; they're businesses looking for value. If we can't offer something in return for their sponsorship, they have no incentive to partner us.”

“All that is happening is just a mismatch of values and expectations that's holding back the gospel industry from tapping into potential sponsorship opportunities. Business is business. It’s not about morality once the deal is signed. You either align with the sponsor or step aside,” he said.

The simmering conversation of lack of sponsorship for gospel events was intensified last year when leading gospel artistes, Joe Mettle, Ohemaa Mercy and Diana Hamilton, openly talked about their challenges securing sponsorships for their respective shows. (Read Marriage is expensive for men- Stonebwoy)

In an earlier interview with Graphic Showbiz, Ohemaa Mercy sounded an alarm on the dire state of gospel events in the country and urged corporate Ghana to come to the rescue.

She likened the desperate situation to a sick person on life support and that until corporate Ghana lent a hand, the only option might be to pull the plug which will lead to the death of gospel events. (

However, Kingsford told Graphic Showbiz that it was about time gospel artistes equally built strong brands to attract sponsorship from companies that align with their values. 

“Many gospel musicians still treat branding like it’s something only secular artistes need. That’s a mistake. To use plain words, we are much into cheap labour, lack of education among others.”

“Every gospel musician needs a professional brand manager who can make their work attractive to investors and sponsors. We're still relying on free help without proper training in the music business. A brand manager who knows how to build and position a brand in a competitive market is essential for any serious gospel artiste,” he stated. 

Kingsford Menkah is currently promoting his new single, Tomorrow, a message of hope that resonates with those struggling with discouragement and shattered dreams. 

Released earlier this month, the song is gaining traction on radio and streaming platforms.