Being an entertainer in Ghana seems to be the easiest job on the planet, and I am forced to make this assertion because I cannot find any prudent reason why most of them seem to have no priorities and knowledge about their own field of operation.
The ‘misplaced priorities’ of Ghanaian entertainers which I hate to call FOOLISHNESS is exacerbated by some of those they’ve left their career and progress in their hands—be it their ‘bootleg’ managers or PRs.
In my article ‘And You Wonder Why Ghanaian Music & Movies Ain’t Going NO Where?’ which I published a few months ago, I dealt with how series of unprofessional and lazy exhibits of some managers and PRs of Ghanaian entertainers are curtailing the career progress of their clients.
In that piece, I wrote that; it is worth restating that, indeed Ghana is blessed with talents but those serving as Managers and PRs of these talents are causing more harm than good to their career progress, achievements and development…(Click Here To Read The Full Article)
Apart from the dirty and unprofessional handwork of the countless Ghanaian managers/PRs, I have recognised misplaced priorities on the part of almost all Ghanaian entertainers and their surrounding teams as another block to achieving grand career success—probably that is why most of them are local champions!
Let me break this down as much I can for you…
Using successful companies like Apple & Vodafone and successful entertainers like Beyonce and film maker- Tyler Perry, let’s punch holes in the misplaced priorities of our Ghanaian entertainers (which I hate to call FOOLISHNESS).
Before Beyonce, Tyler Perry, or Apple will spend huge sum of money to release a song/album/movie or product, these individuals would first establish their priorities by allocating a budget to the promoting or marketing of these products—which they will spend a fortune in making.
When it comes to Ghanaian entertainers, marketing or promotion of their many hours of work (songs, movies or products) is left to chance, luck and random begging.
I have come across enough Ghanaian entertainers who will spend thousands of dollars to make a song, an album or a movie and then plead that you freely promote these products for them.
What is the point in making anything if you are not ready to market it well and aggressively to your prospective customers?
The success of any product goes beyond its quality—-marketing/promotion is the key.
If big and globally known companies like Apple, Google, Microsoft and Vodafone together with established entertainers like Beyonce, Rihanna, Tyler Perry and others make budgetary allocations for promotions/marketing, what stops our Ghanaian entertainers from cashing in on their works by giving priority to strong campaigns?
I find it preposterous that Ghanaian entertainers continue to spend large amounts of money in producing movies, recording songs and albums, staging events but fail to give deserving attention to marketing/promotion—the very element that holds the success of their enterprise.
Consumers are not stupid, they want to feel special by being chased and lured into buying/patronizing a product. And this is why already known brands continue to make marketing and promotion a priority.
If any person will spend thousands of dollars to make a product and will not have a budget for promotion, expecting good Samaritans to offer free promo, then that person would have obtained an equal satisfaction if he/she had flash the cash down the drain.
I hate to call this FOOLISHNESS!