King Promise: Wake up or lose again!

WINNING Telecel Ghana Music Awards (TGMA) Artiste of the Year (AOTY), one of the country’s most prestigious music honours, is a career-defining moment acknowledging an artiste’s hard work, talent and dedication to craft.

Perhaps that’s why many Ghanaian musicians hold it in such high regard.

Year after year, the award becomes a prime target for artistes who believe their hard work merits the accolade. One such contender this year is Afrobeats star King Promise.

The Nungua-born star has become a household name, and if he secures the coveted Artiste of the Year title for the first time in his career, it would come as no surprise.

For years, his work, mostly a blend of Highlife and Afrobeats, has set him apart and earned him a loyal fanbase and industry respect and he believes he deserves the AOTY title for once.

However, talent alone does not win awards. The Terminater hitmaker’s approach to the TGMA has been, frankly, quite disappointing.

Last year, King Promise was a frontrunner for the AOTY but lost to Reggae/Dancehall act, Stonebwoy, who did not win by chance. He put in the works, engaged with fans, stayed in the media and ensured his name was constantly embedded in the minds of voters.

King Promise, on the other hand, seemed to assume that his music alone was enough to do the work. He barely made efforts until the final days of voting, by which time Stonebwoy had already literally secured the win.

Fierce competition this year

If King Promise thought last year was tough, this year is an all-out war. He is up against Black Sherif, Kweku Smoke, Joe Mettle, King Paluta, Team Eternity Ghana and, once again, Stonebwoy.

 Unlike last year, where the competition was largely a straight one between him and Stonebwoy, this year’s contenders are coming in strong and putting in serious effort.

Black Sherif has maintained an incredible global presence, performing on big stages and engaging fans worldwide.

His strategic collaborations and branding have ensured that his name stays relevant.

Notably, his collaboration with KiDi on Lomo Lomo became a fan favourite and peaked at number one on various streaming platforms including Apple Music Ghana. Additionally, his single Shut Up, produced by Joker Nharnah, sparked a wave of creativity on TikTok.

King Paluta, though relatively new to this level of competition, has created an undeniable buzz with his street credibility and hit songs. His song, Makoma, released in July 2024, dominated Apple Music and Shazam charts while surpassing a million streams on Audiomack.

The song even became the 'anthem' for the New Patriotic Party (NPP) during last year’s elections.

Team Eternity Ghana, representing the Gospel genre, has been aggressively campaigning, leveraging their fanbase and media presence. Their song Defe Defe, from their second album Testimony, captured the top spot on Apple Music’s Ghana Top 100 shortly after its release in May 2024. Also, 13 out of the 14 tracks from the album made it onto the charts.

And then there’s Stonebwoy. If King Promise thought the reigning Artiste of the Year would slow down after his victory, he was mistaken. Stonebwoy is doubling down, pushing his brand, and ensuring he is constantly in the public eye.

His September 2024 release, Jejereje, thrilled fans with its engaging visuals and strong engaging rhythm, soaring to the top of YouTube and Apple Music charts. He understands the game, and he is playing it well.

Meanwhile, King Promise appears to be sitting on the fence once again, hoping for a miracle. While he has 10 nods making him the artiste with the highest number of nominations, he should know by now that alone won't secure him Artiste of the Year award.

Publicity and strategy matter

Awards are not just about talent. They are also about strategy, consistency and connection with the fans. If last year’s loss was not a wake-up call for King Promise, then he is in serious trouble. Stonebwoy’s victory was no fluke.

He worked tirelessly to make sure people were talking about him. He granted interviews, dominated social media, and ensured his name was the first people thought of when voting opened.

So far, King Promise has shown very few signs of learning from his past mistakes. Where are the interviews? Where are the social media engagements? Where are the events, fan interactions and the aggressive push for votes? Winning Artiste of the Year requires a presence so strong that voters feel compelled to support you. Sadly, King Promise seems to be repeating the same blunder—doing the barest minimum and expecting maximum results.

Fans can’t vote for you if they don’t see you

One of the biggest miscalculations an artiste can make is assuming that talent alone will win them awards. Awards are won in the hearts and minds of the people.

Fans vote for artistes they feel connected to, and right now, King Promise is not making that connection.

Let’s face it, while King Promise has great music, he is not engaging his audience as he should. Social media has become a major battleground for fan engagement, and artistes who win big awards understand this.

Look at how Black Sherif constantly interacts with his fans, how King Paluta engages on the streets, and how Stonebwoy remains a topic of conversation in Ghanaian entertainment.

If King Promise continues with this lackluster approach, he might as well forget about winning Artiste of the Year. The numbers won’t be in his favour, and the voters won’t rally behind someone who isn’t even trying.

King Promise, wake up and fight!

King Promise has all the tools to win, but he lacks the urgency. He needs to step up his game, take control of his campaign, and ensure that his name is unavoidable in this award season.

This is not the time for silence. It is time to flood the media, connect with fans and make it clear that he wants this win. Music alone does not secure awards—engagement, strategy, and relentless effort do.

If King Promise fails to change his approach, he will once again watch someone else take the crown he could have won.