Ghanaian afrobeats and highlife artiste, Dennis Nana Dwamena, known in music circles as KiDi, has proffered a piece of advice to people who seem to be demonising the social media App, TikTok, as a platform for music promotion.
He told Ghana Weekend‘s Olele Salvador in a Twitter Spaces chat that, in as much as traditional media still wields power in music promotion, people should not underrate the effectiveness of new media.
“There are changes that come in life that I think we shouldn’t be fighting. There are certain things that will naturally happen with the law of natural order, and we don’t have to fight them. Sometimes I hear people fighting the whole TikTok craze. Like you said, traditional media still controls music but right now I believe in not just focusing on one type of media,” he said.
KiDi added that musicians should rather make use of all avenues available to them to promote their songs than try to create the impression some are not useful.
“Don’t just say I am doing traditional media, so ‘f’ the rest. Take every avenue you get. TikTok has presented an important avenue; use it. Traditional media is there; use it. [Your] social media is one of the most powerful tools we have right now; use it. You know, don’t just focus on one,” he added.
We shouldn’t fight TikTok – @KiDiMusic
Source: @OleleSalvador #GhanaWeekend pic.twitter.com/6Al40ED1c8
— Ghana Weekend (@GhanaWeekend) June 30, 2022
He said everybody in the ecosystem is equally important, so no one should be taken out of the equation.
His comment comes on the back of a recent discussion on how TikTok, supposedly, is reducing the lifespan of hit songs.
A few weeks ago, some TikTok influencers, including Asantewaa were lashed for saying they are the go-to music promoters of recent times and that any artiste who ignores them cannot have a hit song.
These events have made the discussion on the role of social media and traditional media in music promotional a very critical one.
Watch KiDi’s new song ‘Blessed’, featuring Mavado below:
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By: Kwame Dadzie | Ghana Weekend
