In a conversation at Joy Entertainment, he said that some events are non-commercial and require that the artists bill to do cooperation with organizing the event in terms of money.
“It’s very difficult for an artist to perform for free unless you have a relationship, first and foremost, and as I said, it depends on the situation,” said.
He advised that artists should look beyond the physical payment and also think about the value that the platform brings.
The media entrepreneur and co-founder of 3Music Awards said after the ‘rainy performance’ for Black Sherif’s ‘Kwaku the Traveller’ in 2022, many artists approached him to lobby for the opportunity in the future because they know how the concept affects Black. Sherif’s burgeoning career.
However, he noted that the agenda of the Ghanaian music industry will always allow artists and not event organisers, a situation he believes is not good for the entertainment ecosystem.
“… the market is broken. The sponsorship market has collapsed. No one gets sponsored from the sponsorship market anymore. The investment in producing the show just doesn’t happen anymore. That talent when making a show is lost,” he said.
The discussion is based on the same policy accepted at other foreign events such as the Grammy Awards, the Super Bowl Halftime Show, and the Global Citizen Festival, among others.