Ghanaian musician Flowking Stone, whose real name is Kwaku Nsia Boama, has highlighted the increased challenges of promoting music in Ghana today compared to the past.
In a recent interview on 3FM Drive with Giovani Caleb, Flowking Stone discussed how the dynamics of music promotion have shifted significantly over the years.
Previously, music producers handled the financial aspects of promotion, including paying for radio slots and DJs.
However, with the decline in CD sales due to the rise of the internet and the subsequent shift of producers into the booming Kumawood film industry, artists were left to promote their own music.
This change meant that artists had to shoulder all promotional costs themselves, a situation that has been particularly tough for those without substantial financial resources.
Flowking Stone noted that while record labels have emerged more recently, the situation hasn’t improved much.
He mentioned that the rise of digital platforms like Facebook and TikTok has only increased the costs, with additional expenses for ads and tips for DJs and media personnel.
Despite the opportunities that platforms like TikTok offer, they also come with high costs, making it challenging for artists without significant financial backing.
Currently, Flowking Stone is promoting his ‘Decision’ album, released last year in the UK, which features collaborations with King Paluta, Mr Drew, Morphty, and others.